The revival of Baba culture through linguistic landscape in Malacca, Malaysia

Abstract

This paper aims to investigate how Baba culture is represented in the linguistic landscape (LL) of Malacca and how LL plays its role in the revival of Baba culture. Both qualitative and ethnolinguistic approaches are employed in the current study. In total, 681 photos of signs related to Baba culture are taken, which are further categorised into three areas, Nyonya cuisine, Nyonya attire, and Baba architecture. Specifically, we focus on the visibility of Baba Malay, a declining creole language with Malay and Hokkien as its substrate languages, in the LL of Malacca town. In addition, 4 shop or hotel owners and leaders of associations are interviewed. The research team also participated in cultural and religious activities organised by the Baba community. The results show that four languages (Chinese, English, Malay and Baba Malay) are used in the LL of Baba culture-related establishments to different degrees and each language associates with an aspect of Baba culture. The findings suggest that Baba culture is manifested in multiple languages and LL can be a tool for presenting or even revitalising Baba culture in Malacca.

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