Linguistic Landscape Study of Commercial Intra-city Vehicle Inscriptions in African City

Universally, an understanding of the Linguistic Landscape (LL) of a group of people is crucial to understanding their language behavioural traits. The study was purposed on exploring the LL of commercial intra-city vehicles in the Sekondi-Takoradi Metropolis of Ghana. This single case study with embedded units utilised the multi-stage sampling technique, and the sources of data were: 1) responses from in-depth interviews from some of the commercial intra-city vehicle drivers and 2) the respective inscriptions. An interview guide and an iPhone 12 mobile phone (for pictures) were used to elicit the data. The in-depth interview data were analyzed using Creswell and Poth’s (2018) Analysis Spiral Plan, whereas the signages were analyzed using content analysis. The findings projected a situation where no attention was paid to the indigenous Ahanta language, but rather, major preference was given to the Mfantse and the English languages. The commercial intra-city vehicle drivers cited easy readability and comprehension of the messages as their reasons for preferring the English language. The implication of the study is that the Ahanta language, the indigenous language in Sekondi-Takoradi is endangered. Resultantly, the authorities of the Sekondi-Takoradi Metropolitan Assembly should work closely with the Ministry of Local Government to heighten individuals’ use of the Ahanta language to save it from death. Also, this calls into sharp attention the need for stakeholders in other jurisdictions to work to improve the use of endangered languages to protect them from extinction.