Language and collective identity: A linguistic analysis of taglines of regencies and cities in North Sumatra
DOI:
https://doi.org/10.22437/proca.v1i3.50585Keywords:
Collective Identity, Language, Linguistic Analysis, Tagline, Regencies and CitiesAbstract
This study examines how language functions as a symbolic resource in shaping collective identity through official taglines of districts and cities in North Sumatra, Indonesia. Taglines, which are often considered promotional tools, are positioned in this study as institutional discourses containing cultural values, ideologies, and identity negotiations. This study uses a qualitative descriptive design by combining linguistic analysis, critical discourse analysis, and semiotic interpretation. The research data consist of 33 official taglines collected from the official websites of regions/city governments in North Sumatra. The findings identify five dominant identity forms, which are: (1) Progress and modernity oriented identity, marked with text like move on together, execute one hundred percent, and compete quite similarly; (2) Prosperity based identity, signified through the continuous use of prosperous; (3) Religion and morals oriented identity, indicated with words such as faith, piety, and reliable; (4) Locally cultured identity, marked by localized words or phrases such as Habonaron Do Bona (Simalungun), Satahi-Saolohan (Samosir), and Tafaeri (North Nias); and (5) Inclusive-modern identity, marked with urban taglines such as Medan untuk Semua (Medan). In theory, the study adds to treating taglines as a hybrid discourse of local character based on religious and cultural values recognizable within the framework of modernization. From a practical perspective, we suggest local authorities develop taglines through participatory and consultative processes to ensure they resonate with the local context, cause, and people.
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Copyright (c) 2025 Muhammad Hasyimsyah Batubara, Fitri Ayu, Cut Dara Ilfa Rahila
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