ABSTRACT
The focus of this paper is on the Linguistic Landscapes (LLs) of Kuta Village as one of the tourist destinations in Bali. The data for this study are in the forms of photos of outdoor signs taken from the research location, and the data obtained by interviewing a community leader and other informants were analyzed based on the LL theory and then interpreted based on the concept of ‘market ideology’. The results of the analysis showed that the languages used in these outdoor signs revealed a diglossic situation. In this context, the Balinese language as a symbol of local ethnic identity is marginalized. The results also showed that Balinese people in the research location tend to choose Indonesian and foreign languages to communicate in everyday life. This can be seen as a sign showing how strong is their desire to have the image, prestige, and power owned by those people who can speak those languages. This phenomenon can have two impacts: positive and negative. One of the positive impacts is that the young Balinese have a strong desire to master foreign languages. In this way, the young Balinese will have a better linguistic capital. With this linguistic capital, it is easier for them to find a job and get material benefit (money) that can be used to build image and power in many arenas of life. One of the negative impacts is that their knowledge of the local wisdom expressed in the local language is decreasing.
