Glocalization Of Balinese Language As Outdoor Signs In Desa Adat Kuta Bali

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International Journal of EducationVol. 10 No. 1, August 2017, pp. 82-87 2017 Universitas Pendidikan Indonesiadoi: http://dx.doi.org/GLOCALIZATION OF BALINESE LANGUAGEAS OUTDOOR SIGNS IN DESA ADAT KUTA BALII Wayan MulyawanUdayana Universitymoelya0178@gmail.comFirst draft received: 1 February 2017Final proof received: 27 August 2017AbstractAs a tourist destination, Kuta has become an international village which forces the native to use moreEnglish than Balinese in their working life. One of the most visible media of communication in Kuta is inthe form of out-door sign. Out-door sign is considered to be the most effective mass mediacommunication and the study is known as Linguistic Landscapes. The focus of this study is toinvestigate the glocalization of Balinese language as a medium of communication in Kuta especially, onout-door signs. The data of this study were collected by taking pictures of all out-door signs in Kutaarea, such as Raya Kuta St., Kartika Plaza St., Pantai Kuta St., and Legian St. The data were classifiedinto two main types: commercial signs and non-commercial signs. The analysis started withidentification of the language use and followed by a combination of language use in all signs. Thefinding shows that Balinese language is only used in 43 signs out of 1132 signs. Furthermore, from the43 signs, there are only 22 using pure Balinese, 19 signs using Indonesian with Balinese Letters, and 2signs using a combination of Balinese and Indonesian. The conclusion of the study is that theglocalization of Balinese language is not yet achieved; in fact, Balinese language is marginalized in Balias out-door signs.Keywords: out-door signs; Balinese; Balinese; Glocalization.To cite this paper (in APA style):Mulyawan, I. W. (2017). Glocalization of Balinese language as outdoor signs in Desa Adat Kuta Bali .International Journal of Education, 10(1), 82-87. doi:INTRODUCTIONIn this era of globalization, as one of touristdestinations, Kuta faces an absolute threat of losingits local identity, especially its language in daily lifeuse. Giulianotti and Robertson (2007) believed thatglobalization processes always endanger the local.Therefore, Kuta should try to make its local geniuspart of globalization and become glocalization. Majidi(2013) stated that local languages can only be savedwhen they are in use. In order to survive inglobalization era, the involvement of local language ininternational interactions and communications isrequired. The involvement of local language ininternational communication in a certain area is calledglocalization of language. Besides Balinese language,many other local aspects can be glocalized in Kuta,such as architectures, fashion, and ritual/ceremonies.Some examples of this glocalization can be seen inFigure 1 and Figure 2.In terms of architecture, the Governmentrequires all buildings in Bali to be not more than 15meters in height, use Balinese ornament on their frontwalls, and have Balinese style fences. This conditionalready achieved its glocalization acknowledgement.Balinese local costumes are used by all hospitalityemployees at working areas, especially duringBalinese Holy day. The most sacred glocalizationprocess is the adoption of Balinese local temples orshrines in hotels and restaurants complete with therituals or ceremonies. These adoptions, though, aremerely recognitions of local belief by investors as theytry to make a living in Bali.82

Mulyawan, I. W.Glocalization of Balinese language as outdoor signs in Desa Adat Kuta Baliwritten language has unconsciously become adynamic means of communication, not just betweenhumans but also between human and theenvironment.In our every daily life, we encounter many signsin our environment. With or without our awareness wehave active communications with those signs andthey have served an essential part in our life. Thesigns may include traffic signs, street names, placenames, billboards, and many more.Saussureconsideredlanguageasacommunication system that involves concept andsound image. The sound image is a signifier and aconcept is a signified.The bond between the signifier and thesignified is arbitrary, there is nothing ineither the word or the thing that makesthe two go together, no natural, intrinsicor logical relation between a particularsound image and a concept (Saussure,pp. 2-3)Fig. 1. Glocalization of Balinese Architectural Style.Different from Saussure, Ogden & Richards(1923) added a connecting element between signifierand signified. The connector is called thought orreference. They said that there is no direct linkbetween symbol and referent (between language andthe world)—the link is via thought or reference, theconcept of our mind. The relationship between thesethree is known as semiotic triangle.In term of functions, out-door signs are dividedinto two types; they are Non-commercial sign andcommercial sign. Mulyawan (2016) stated that Noncommercial sign is used by a charitable organizationand government that mainly aims to provideinformation or motivate people to react as a responseto the information served without any profitorientation. On the other hand, commercial sign isused by producers to promote their product to gainprofit. Furthermore, Mulyawan (2016) focused hisanalysis on the meaning and structure of printed noncommercial ads that were found in magazines.Meanwhile, in the current study the analysis is on theuse of Balinese language as non-commercial adswhich act as mass communication through outdoorsigns, as part of the glocalization process.The occurrence of many out-door signs alongthe side ways of Kuta area is considered to be anaspect of globalization. Sign is considered to be themost effective way to communicate something to thepublic. The study of out-door signs or LinguisticLandscape (LL) is a study about written languagethrough all signs in our environment which give agreat influence on our daily activity. These signsinclude traffic signs, place names, commercial ads,etc.The study of out-door signs was introduced forthe first time by Landry and Bourhis (1997, 25) as aFig. 2. Glocalization of Balinese Costume and Ritualin Hotel/RestaurantGlocalization process of Balinese language is not tobe found in daily conversation between local andforeigners, since Balinese is not understood byforeigners. English is the primary language used inKuta, especially in hospitality business.This study attempted to analyse the glocalizationprocess of Balinese language in the global use ofEnglish in Kuta. The glocalization focus is in the useof Balinese language as a medium of out-door signs.Language is an important instrument for humanin social life. It is used as a means of communication,either in written or spoken language. Nowadays,83

International Journal of EducationVol. 10 No. 1, August 2017, pp. 82-87 2017 Universitas Pendidikan Indonesiadoi: http://dx.doi.org/study of LL. They define all out door signs such aspublic road signs, advertising billboards, streetnames, places names, commercial shop signs, andpublic sign on government buildings as parts of masslanguage that forms the LL.Akindele (2011, pp.1) discussed LL as a formof public communication in Gabrone, Botswana. Hediscovered that LL influences the forming anddevelopment of Gabarone Botswana language in theforms of common pattern of language usage, officiallanguage policies, prevalent language attitudes, andthe long-term consequences of language contact,among others. Similar to Akindele, Huebner (2006)found that the diversity of language uses in the urbanarea of Bangkok reveals the extent of linguisticdiversity in a large metropolitan area that offersevidence of a shift from Chinese to English as themajor language. These facts proved the significantinfluences of LL on the use of language in the society.Furthermore, Ben-Rafael et al. (2006) studiedthe LL use in Israel as a symbolic languageconstruction in public area. They found that thelanguage combination used in outdoor signsdetermines the community that lived in the area, suchas Hebrew-English signs prevail in Jewishcommunities; Arabic-Hebrew in Israeli-Palestiniancommunities; Arabic-English in East Jerusalem.Based on all previous studies above, Mulyawan(2017) tried to find the use of outdoor signs in Kuta,especially the occurrence of commercial outdoorsigns. The result showed that commercial outdoorsigns in Kuta are a reflection of what is needed andvital as a result of global development as a touristdestination. The study also showed that allcommercial outdoor signs are part of facilities tosupport the development and sustainability of Kuta asan international tourist destination.In this study, the focus is entirely different fromall previous studies. The present research is not tofind about the occurrence of languages on outdoorsigns in certain areas, to identify the involvement ofBalinese language as part of internationalcommunication in a medium of outdoor signs, orknown as the process of glocalization of Balineselanguage.suitable as research location in order to analyse therules and existence of local language among foreignlanguages.All collected data were categorized into two maintypes; they are commercial signs and non-commercialsigns. The categorization was made based on thefunction of each out door sign. All data of commercialsigns were divided into 3 sub-members; they areservice products, goods products and others. On theother hand, all data of non-commercial signs weredivided into 3 sub-members, namely local signs,national signs and others.Commercial service product is sign that givesinformation about services that are sold to thecustomer. They are hotel, money changer, Bank,ATM, massage, spa, beauty salon, car/motor bikerental, etc. Commercial good product is sign that givesinformation about goods that are sold to the customer,such as bar, restaurant, art shop, convenience store,etc. Lastly, commercial others refer to signs that arenot for selling services or goods, such as leasing offer,opening soon sign, etc.Non-commercial national is a sign that is madeand placed by the government, such as traffic sign,trash bin, etc. Non-commercial local refers to signsthat are made by local people or government that useBalinese language or Balinese Letters, such as Placename, Street names Local building names, etc. noncommercial others are signs made by the local, butnot using any Balinese language or Letters, such aslocal signage of no littering, etc.After all LL data were collected, the next stepwas data analysis. The analysis began with the use oflanguage in all the signs, and then followed byanalysing the use and importance of masscommunication of Balinese language as outdoorsigns.FINDINGSAs mentioned in the research method, the first stepwas collecting data of out-door signs photographedfrom all around Kuta. It took one week to collect alldata, because of the density of the data along themain streets of Kuta. After all data were collected, thenext step was sorting out the data based on their type.The study found 1132 out-door signs in Kuta.There are 805 commercial signs or 71.11% and thereare 327 non-commercial signs or 28,89%. The mostfrequently found sign is commercial of goods with atotal of 451 signs (39.84%). It indicates that there aremore signs selling products to the customer thanthose selling services. In contrast, the least frequentsign found is non-commercial local, with only 70 signs(6.18%).METHODThis is a qualitative research, which analyses the useof Balinese language in out-door signs. The data ofthe study is all of out-door signs in Desa Adat Kuta.The data were collected by taking photographs of anyout-door signs found in Kuta. The research areaswere focused on Raya Kuta St., Kartika Plaza S.t,Pantai Kuta St., and Legian St.Desa Adat Kuta was chosen as the researchlocation, since Kuta is one of the most well-knowntourist destinations in Bali. As a tourist destination,Kuta has changed from a traditional village into aninternational village. This condition makes Kuta very84

Mulyawan, I. W.Glocalization of Balinese language as outdoor signs in Desa Adat Kuta BaliTable 1. Data PresentationITEMa.b.c.a.b.c.Commercial signsCommercial ServiceCommercial GoodsCommercial OthersCommercial ProductsignNon-CommercialNationalNon-Commercial LocalNon-CommercialOthersGrand Totallocation is in Kuta Village or known as Desa AdatKuta, which is located in Kuta 0%From the 70 signs of non-commercial local found,unfortunately not all of them use Balinese. These datacan be divided into four groups; they are signs withBalinese language and letters, combinations ofBalinese and Indonesian, Balinese letters withIndonesian, and lastly Indonesian.The use of pure Balinese and anacaraka isfound in 22 signs. These signs are signs of localbuildings, especially bale banjar (local communityservices building), temples, and cemeteries. On theother hand, the use of a combination of Balinese andIndonesian is found in 2 signs, one of which is alsocombined with English. These signs are a sign ofacknowledgement of local building.Lastly, the combination of Balinese Letters(anacaraka) with Indonesian is discovered in 19 signs.These signs are not Balinese language signs, butIndonesian with anacaraka letters. Although they arenot Balinese, they still show Balinese languagefeatures. These signs are mostly street names andsome greetings signatures. More details of thesefindings are presented in table 2.Table 2. Data of Non-Commercial LocalLANGUAGE USEPure Balinese Language and LettersCombination of Balinese andIndonesianCombination of Balinese Letters andIndonesianIndonesianGrand TotalFigure 4. Map of KutaBalinese language is the mother tongue of Balinesepeople. It is divided into 3 categories; they are BasaBali Alus Singgih, Alus Madya and Alus Sor. Besidesthat, Balinese language has its own syllabic letterssystem, known as anacaraka (Mulyawan, 2014). Inwritten form, Balinese may use Latin word or BalineseLetters (anacaraka).Figure 5. Anacaraka (Mulyawan, 2014)Balinese language is expected to be taking parts inglobalization that affects Kuta as one of touristdestinations in Bali. The glocalization process ofBalinese language is the process to introduce the useof Balinese in active communication among Balineseand tourists. Ideally, Balinese should be used as onemeans of communication for local people to thetourists, but none of the tourists. either domestic orforeigners, understand Balinese.Based on that fact and the need of transaction,Balinese people start to learn English and Indonesianas business language. English is widely used tocommunicate with foreign tourists and Indonesian isused to communicate with domestic tourists.So, one of the best ways to have activecommunications using Balinese is by means of outdoor signs. These signs will be read by all touristswhether they understand the signs or not. At leastthrough these signs, Balinese language is expected tobe known by tourists.TOTAL222192770DISCUSSIONKuta District is located in Badung Regency of Bali,2.Indonesia. It covers 17.52 km In the northern part isNorth-Kuta sub-district; in the middle is Kuta subdistrict, and in the south is South-Kuta sub-district.Kuta has five villages, namely Kuta, Legian,Seminyak, Tuban, and Kedonganan. The research85

International Journal of EducationVol. 10 No. 1, August 2017, pp. 82-87 2017 Universitas Pendidikan Indonesiadoi: http://dx.doi.org/The finding showed that, there are 1,132 outdoor signs found in Kuta. There are 805 commercialsigns, and there are 327 non-commercial signs. Themost frequent sign found is commercial of goods witha total of 451 signs, and the least frequent sign foundis non-commercial local, with only 70 signs.As it was stated by Akindele (2011) and Huebner(2006), outdoor signs are truly the representation ofthe environment. But, instead of determining theforming of language used, the outdoor signs in Kutaare the representation of the need of a touristdestination. The language that is used is mostlyEnglish, which is considered a universal language andknown by most foreign tourists and also understoodby domestic tourist and the local. Unfortunately, thereare only few of the outdoor signs using Balineselanguage. This is one the effects of globalization thathappens in Kuta.Based on the distributions of the locations ofthe Commercial signs, it was found that, the outdoorsigns in Kuta do not show any specific clusters. Infact, commercial signs are equally distributedthroughout Kuta areas. It means that almost whereverone goes throughout Kuta, there will be hotels andrestaurants. These conditions do not correspond tothe research of Ben-Rafael et al. (2006), whichconsidered that the language used on outdoor signs isthe representation of the society in certain areas.Besides English language, some of the signsuse French, Korean, Chinese, Russian, Dutch andJapanese. Most of these languages are used in acombination or as a translation. For example, figure 6,the sign of an ATM and phone booth(telecommunication services), uses more than onelanguage.Figure 7. Signs of pure BalineseAs it is stated before, glocalization is a process ofusing local genius, in this case Balinese language tobe part of international communication in internationalcommunity such as Desa Adat Kuta. Figure 7 showssome samples of pure Balinese used as masscommunication to identify local objects. Although theyare made for local people, these signs also have aglocalization function to introduce Balinese languageand letters to all tourists.Figure 8. Signs of Balinese and IndonesianCombinationFigure 6. ATM and phone booth using a combinationof several languagesFigure 8 is a sample of a combination of Balinese andIndonesian with English translation. All tourists willread and understand what ‘Candi Bentar’ means. So,this sign is also considered as a process of Balineseglocalization, in which it introduces the word ‘candi86

Mulyawan, I. W.Glocalization of Balinese language as outdoor signs in Desa Adat Kuta Balibentar’ to the world as a big Balinese entrance orgate.Institute: International Jurnal of Linguistics,3(1), E39.Ben-Rafael, E., Shohamy, E., Amara, M. H., &Trumper-Hecht,N.(2006).Linguisticlandscape as symbolic construction of thepublic space: The case of Israel. Clevedon:International Journal of Multilingualism, 3(1), 730.Giulianotti, R. & Robertson, R. (2007). Forms ofglocalization: Globalization and the migrationstrategies of Scottish football fans in NorthAmerica. Sociology, 41(1), 133-152.Huebner, T. (2006). Bangkok’s linguistic landscapes:Environmental print, codemixing and languagechange. Clevedon: Multi Lingual Matters Ltd.Landry, R., & Bourhis, R, Y. (1997). Linguisticlandscape and ethnolinguistic vitality: Anempirical study. Journal of Language andSocial Psychology, 16, 23-49.Majidi, A. (2013). English as a global language: Threator opportunity for minority languages?.Mediterranean Journal of Social Sciences,4(11), 33-38. Doi:10.5901/mjss.2013.v4n11p33Mulyawan, I. W. (2014). Aksara suci umat Hindu(Suatu kajian scriptography). Proceedings ofSeminar Nasional Bahasa Ibu VII, 606-612.Denpasar: Udayana University.Mulyawan, I. W. (2016). Structural analysis ofIFAW.orgadvertisement.JurnalIlmiahAURORA, 178-187.Mulyawan, I. W. (2017). Linguistics landscapes:Commercial outdoor sign in Kuta Bali.International Journal of Lingustics, 9(2), 1-9.doi:10.5296/ijl.v9i1.10761Ogden, C.K., & Richards, I. A. (1923). The meaning ofmeaning. London: Kagen Paul.Saussure, F. Course in general linguistics. /saussure.htmlFigure 9. Signs of Anacaraka and IndonesianCombinationLastly, figure 9 is a sample of a combination ofBalinese letters with Indonesian. In these signs,Balinese letters are not the representation of Balineselanguage. It was purely a direct translation from theIndonesian. These signs are made as a reminder toall tourists that they are in Bali, which is alsoconsidered as a process of Balinese glocalization.CONCLUSIONGlocalization is an important process to be done inorder to save the local from globalization effect. DesaAdat Kuta, as one of the famous tourist destinations inBali, also faces threats of globalization. In order tosave local genius, such as language, art, and culture,from the effects of globalization, glocalization of localshould be promoted.Balinese language is expected to be glocalizedin Kuta in the forms of out-door signs. Based on theanalysis, it was found that only 22 signs use pureBalinese, 2 signs a combination of Balinese andIndonesian, and 19 signs using Balinese letters as atranslation of Indonesian. This finding shows thatBalinese has not yet achieved the glocalization inKuta, since it is not used as mass communicationsign, but only by Balinese people to promote theiridentity, such as temple names, cemetery, and BaleBanjar. Balinese has not been used for commercialsign purposes, which could involve more interactionswith the foreigners. From this study, it can be learntthat Balinese language is marginalized by foreignlanguages in Bali, especially in Desa Adat Kuta, and ithas not been fully glocalized.REFERENCESAkindele, D. O. (2011). Linguistic landscapes aspublic communication: A study of publicsignage in Gabarone Botswana. Macrothink87

The study found 1132 out-door signs in Kuta. There are 805 commercial signs or 71.11% and there are 327 non-commercial signs or 28,89%. The most frequently found sign is commercial of goods with a total of 451 signs (39.84%). It indicates that there are more signs selling products to the customer than

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