Identity, Ideology and Culture: A Multimodal Discourse Analysis of Linguistic Landscape of Swat

Abstract

The goal of the study is to explore linguistic landscapes of District Swat. The language and static images in linguistic landscapes
represents culture ideologies, identities and mind set of Swat people O’Halloran’s Multi modal discourse analysis is used as
theoretical and conceptual framework. Three modes of O’Halloran are used to analyze Swat linguistic landscape. 20 landscapes are
collector out of this two were analyzed. . Language and culture frequently used cultural symbol that expressed the community
identities. Like in most boards such slogans were used which welcomed people so this indicate or convey a message that the
people of swat are hospitable in their culture hospitality is present. Flags and colors used by the shopkeeper shows the national
identity of the people. In most shops green and white colors were used which represent that they are patriotic and their national
identity. The language used or choice of language like dialects and slangs showed the cultural origin. It created interest of local people
in that shop or business which resonate with their culture background. Also, the colors used on signboards reflect the culture
practices and values. The images and language used, convey he ideas and goals of society. In most of the signboards the words
Masha Allah was written it shows the religious identity of people and their mindset and belief in their religion.