Paper Printing Services Signboards around Campus Building (A Case of Multimodal Linguistic Landscape)

Abstract

Micro, Small and Medium Enterprises are currently becoming one of
the concerns and priorities of the Indonesian government. Every Micro,
Small and Medium Enterprises (MSME) actor builds a business in a
location that is considered to have the potential to generate profits. One
type of MSME is a paper printing services. This research is a case study
of landscape linguistics with a multimodal approach. This study aims to
analyze the representation meaning, interactional meaning and
compositional meaning of outdoor signs on paper printing business
signboards at the Unika Santu Paulus Ruteng campus building
surrounding; in the east, south and west of the campus building. The
results showed that all outdoor sign data on the signage were verbal
signs supported by several contrasting color backgrounds. The
representation meaning of the signboards represents the type of
business being run, namely the paper printing services. It is indicated by
the two main keywords that appear on every signboard, including the
word “print or printing” and “photocopy/copi”. In the aspect of
compositional meaning, all the data on the signboards contains
informative value. Information is placed in a non-linear text framing
position and is not placed sequentially. In the salience aspect, the verbal
sign in the form of the business name is placed at the top position and is
the most salience element in the sign. Placement and a more salience
verbal signs aim to make it easier for viewers to see the place of
business as well as show the identity and type of business being run. On
the other hand, the use of abbreviations on the signboards of a “startup
business” creates confusion if it is not accompanied by clear additional
information.