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38 S O C I O L I N G U I S T I C T H E O RY O F P U B L I C S I G N A G E Piller, I. 2001. Identity constructions in multilingual advertising, Language in Society 30(4): 153–186. Rajagopalan, K. 2002. National languages as flags of allegiance, or the linguistics that failed us: A close look at emergent linguistic chauvinism in Brazil, Journal of Language and Politics 1(1): 115–147. Reh, M. 2004. Multilingual writing. A reader-oriented typology—with examples from Lira Municipality (Uganda), International Journal of the Sociology of Language 170.

Falkenstein, A. 1954. La cite-temple sumérienne, Cahier d’histoire mondiale (Neuchâtel) 1: 784–814. Goody, J. 1987. The Logic of Writing and the Organization of Society, Cambridge: Cambridge University Press. , ed. 2006. Linguistic landscape: A new approach to multilingualism, International Journal of Multilingualism (special issue) 3(1). Habermas, J. 1991 [1962]. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society, Cambridge, MA: MIT Press. Harris, R.

I start with some methodological problems, and turn first to the definition of scope. Public signs have, as Landry and Bourhis (1997) noted, two major functions: to communicate, whether information “Habad Street” or instruction “No parking” or persuasion “Buy British,” “Vote for Bush” or to express a symbolic function, to declare ownership “Presidential Palace,” “First Methodist Church” or to mark linguistic dominance (to express power). In a multiliterate community, the second function may be added to the first by choice of language.

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