From signage to language ideologies: Exploring the schoolscape of a comprehensive university

Abstract

This study endeavored to characterize the schoolscape of the oldest university in the Philippines and in Asia, the University of Santo Tomas (UST), by examining (1) functional categories of signs, sign categorizations, and language (s) or varieties used; (2) language ideologies projected in and by UST schoolscape with respect to language preference, language minoritization, language otherization, linguistic beliefs, and linguistic identity.In doing so, quantitative and qualitative methodologies, which include a genre-based analysis, a quantitative-distributive approach, guided tour interviews, structured interviews, and documentary and policy analyses, were employed.Findings indicate that the English language dominates the schoolscape of the University.Using Troyer's (2023) functional categories of signs and Ben-Rafael, et al.'s (2006) notion of top-down and bottom-up sign categories, it was found that the majority of the signs are top-down and serve informational and required functions.Finally, the interview responses of the various school stakeholders convey significant insights into the intersection of their language ideologies and the language ideologies projected in and by the UST schoolscape.

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