International Journal of Language & Linguistics

ISSN 2374-8850 (Print), 2374-8869 (Online) DOI: 10.30845/ijll
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Linguistic Landscape of Salon and Barbershop Signages in Nyamagana District: Revelations on Language Choice

Savio L. Francis Email and Eustard R. Tibategeza Email
Abstract This study investigated language choice as embodied on salon and barbershop signboards of the Nyamagana District, Mwanza – Tanzania, focusing on the prevailing language employed, the location of the signage, and gendered patterns of language use. Guided by the Language Choice Theory and adopting a qualitative approach, the study examined the linguistic landscape of these enterprises and customers' attitudes towards the adopted language. Data were collected through direct observation of signages and in-depth qualitative interviews with 20 informants: five salon owners, five barbershop owners, and ten clients (five from each setting). The findings show that signages are predominantly located at the front of shops and on adjacent walls and serve as visible linguistic zones of contact with potential clients. Kiswahili was the most widely used language in salons and barbershops, followed by English. However, this choice may unintentionally exclude customers who are not proficient in Kiswahili, potentially limiting customers’ accessibility. These trends demonstrate how language use aligns with assumed gender tastes, social identity, and target market. The study concludes that while the current signage practices are designed to attract consumers, the exclusive reliance on a specific language, particularly English, in barbershops, is bound to restrict access by Kiswahili-dominant speakers. It recommends promoting bilingual signage and applying a national language policy for public signs to enhance inclusivity, ease communication, and ensure equal accessibility to services in gendered spaces.
Full Text: PDF   |   DOI: https://doi.org/10.30845/ijll.v12p5
Article History:
Received: 8 May 2025 | Accepted: 9 June 2025 | Published: 24 June 2025
Reviewer(s): Dr. Jonida Bushi, University of Tirana, Albania; ORCID iD: https://orcid.org/0000-0002-0156-4065; Phone: +355 67 204 2707.
Email: [email protected] Philip Donald P. Herrera, Faculty, Cebu Institute of Technology – University, Philippines; ORCID iD: https://orcid.org/0009-0005-9895-0999.
Email: [email protected]
Address for Correspondence: Eustard R. Tibategeza, University of Iringa, P.O. BOX 200 Iringa Tanzania.
[email protected]
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