Maasai in its linguistic landscape: The case of the Arusha region (Tanzania)

Abstract

The present article analyzes the multilingual landscape of the Arusha region, primarily a Maasai-speaking area in Tanzania. The authors focus on the representation of the Maasai language in public signage by examining the physical properties of signs featuring Maasai (their supports, frames and places), their functions, and the coexistence with other languages. The data reveal that, although scanty, in both quantitative and qualitative terms, Maasai does feature in the local signage. Monolingual Maasai signs are rare, while multilingual signs, combining Maasai with English and Swahili, are more common. Overall, signs in English and/or Swahili largely predominate and, when attested, the Maasai material tends to be limited to single nouns and proper names and serves as a modifier in the names of establishments. The findings corroborate the broader tendencies in Tanzania (and Africa more generally), where local ethnic languages are under-represented in public signage, being overshadowed by colonial languages and official/national African languages.