Linguistic landscape as a tool of identity negotiation: The case of the Nepali ethnic communities in West Bengal

Ethnic identity is dynamic and hence mutable concerning time and place. It is a social construction that involves society and its actors. Ethnic identity as a social construction is not free from the negotiation process. Such negotiations occur through various tools, the linguistic landscape being one of them. Despite the plethora of literature on identity negotiation in a multicultural and multilingual context, the linguistic landscape has not been sufficiently explored, especially considering it a tool in the ethnic identity negotiation process. Thus, how an ethnic community negotiates identity through linguistic landscape has been the major quest of the research. Therefore, the research tries to empirically examine the process of identity negotiation among the Nepali ethnic communities of Siliguri in the Darjeeling district of the state of West Bengal, India. 60 shop signs of the Nepali ethnic communities were photographed, applying the photographic data collection method. Unstructured interviews with each Nepali shop owner (ethnic sign producer) were also conducted. Photographic data were analyzed semiotically, and thematic and narrative analysis methods were adopted to interpret the interview data. In general, a mixed-method approach was used to analyze the data. The findings suggest that ethnic members symbolically ethnicize their shop signs to negotiate identity. The study shows how LL can be a tool of ethnic identity politics in India. The study signifies how ethnic communities assert identity through LL signage and how LL acts as an effective tool for identity negotiation in contemporary multicultural and multilingual Indian society. Also, this study contends that ethnicity is a relevant aspect of contemporary society and a political resource to ethnic communities.