Globalization, multiculturalism, and national identity in Najran’s linguistic landscape: a study of English and Arabic in coffee shop signage

Abstract

English is a key indicator of globalization, prominently featured in linguistic landscapes globally, including Saudi Arabia, where it appears in commercial signs such as those in coffee shops. Utilizing Ben-Rafael and Ben-Rafael’s model of multiple globalizations , this study examines the linguistic and cultural manifestations of coffee shop signage in Najran, a provincial city in Saudi Arabia, focusing on language choices, their global and multicultural dimensions, and the use of Arabic as a symbol of national identity. A total of 208 coffee shop signs were efficiently collected by taking pictures, using Google Maps, and Yellow Pages. Data analysis involves frequencies, percentages, and categorization. Analyzing monolingual and bilingual signs, this study categorized coffee shops into small cabins, large modern coffee shops, and traditional coffee houses. English-Arabic bilingual signs (34%), with English as the source language, are most common in small cabins and large modern shops. Arabic monolingual signs (29%) are slightly more prevalent than the English ones (23%). Local coffee shop names use Arabic monolingual signs, while global names use English monolingual signs, especially in small cabins and large modern shops. Traditional coffee houses do not use English monolingual signs. Arabic-English bilingual signs (14%), with Arabic as the source language, are less common across all types. Overall, coffee shop signage in Najran frequently alternates between English and Arabic, something that reflects global fast-coffee practices and cultural transformations in the city. Acknowledging its limitations, the study concludes with some cultural and pedagogical implications and suggestions for further research.

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