English as the Lingua Franca in Visual Touristic Jordan: The Case of Petra

English dominates the linguistic landscape of Petra, Jordan, overshadowing even Arabic and other languages in tourist spaces. This dominance is driven by globalization, economic motivations, and positive attitudes toward English among both locals and tourists. The study analyzed 2,500+ linguistic signs—including government and commercial signage—photographed and coded for function and language. Ethnographic methods engaged with shopkeepers, restaurant workers, and tourists to explore how English is negotiated as a lingua franca. Findings reveal its central role in shaping touristic visual Jordan, reflecting broader trends of linguistic globalization.

Salameh Alomoush, O. I., & Khaleel Al-Na’imat, G. (2018). English as the Lingua Franca in Visual Touristic Jordan: The Case of Petra. International Journal of Applied Linguistics and English Literature, 7(4), 1. https://doi.org/10.7575/aiac.ijalel.v.7n.4p.1