Language Visibility and Vitality of Lampung Language in Public Signage: A Linguistic Landscape Study

Abstract

The visibility of a language in public spaces not only reflects local identity and the presence of an Indigenous community but is also often seen as a key indicator of its vitality. This case study examines that assumption through an analysis of 1,431 linguistic landscapes (LL) collected from six streets in Bandar Lampung, Indonesia, supplemented by follow-up interviews with creators and viewers. It focuses on the presence of the Lampung language alongside other languages in the LL, its role in shaping the identity of the Lampung people, affirming the existence of their community, and contributing to the vitality of their language. Additionally, it explores how such visibility may help reverse language shift and encourage community participation in revitalization efforts. The findings revealed that although the Lampung language remained less prominent than Indonesian, English, and Arabic, it was still highly visible in public spaces in Bandar Lampung. Efforts to enhance its visibility involved government initiatives, community engagement, and contributions from non-governmental sectors. Despite this presence, language shift persisted, with most Lampung families and communities favoring Indonesian in daily interactions. These results highlight that visibility in public spaces does not necessarily guarantee vitality but serves as an important first step toward collaborative, strategic, and sustained efforts among stakeholders to bring back Lampung language use within the families and communities. This study contributes to ongoing discussions on LL, language vitality, and Indigenous language revitalization strategies.