Linguistic Uniscape: A Comparative Study of Universities in Thailand

Abstract This study examines the linguistic landscape ( ll ) of university campuses in Thailand and proposes the term “linguistic uniscape” ( lu ). It attempts to examine whether there is a significant difference in the code preference for signage between the public universities ( puu s) and the private universities ( pru s) in Thailand and examines the different social meanings of the signage at the puu s and at the pru s by using place semiotics ( ps ) theory. A total of 30 university campuses were investigated, including 15 puu s and 15 pru s. The results revealed a significant difference in the use of English as the preferred language on the signage at the two types of universities. The signage at both types of universities revealed the different social meanings in language policy, institutional policy, and identity constructions. The puu s focused on academic development, while the pru s focused on the students’ social activities.