Linguistic Landscape of the Names and Cultural Values of Rumah Makan Minang Oktavianus Fakuculty of Humanities Andalas University Indonesia oktavianus@fsastra.unand.ac.id Khairil Anwar Faculty of Humanities Andalas University Indonesia khan_msi@yahoo.co.id Ike Revita Faculty of Humanities Andalas University Indonesia Revita_ike@yahoo.com Abstract – Rumah Makan Minang (RM Minang) is well known across Indonesia and even abroad. It can easily be found everywhere in the city and even in a small town. The linguistic landscape of the names of RM Minang is interesting to study. Besides, the various names of RM Minang also contain Minangkabau cultural values. This research is an attempt to investigate how the names of RM Minang are created and cultural values behind them are reflected. The data for this study are taken from the names of RM Minang located in Sumatera, Java, Bali and Lombok. The study is done from the perspective of linguistic landscape—an approach used to portrait how language is used and designed in public spaces. The result of analysis indicates that linguistic landscape of RM Minang is diversity of names and cultural values. The names of RM Minang and cultural values behind them vary largely. The names of RM Minang are derived from nick name of Minangkabau people, part of body related to eating activity, plants, taste, places, place of origin, expectation and blessing from the parents and family. Among cultural values reflected in the names of RM Minang are unanimous, loyality, and togetherness. Keywords- Linguistic landscape, name, rumah makan Minang, and cultural values I. INTRODUCTION Language plays an important role in the life of human beings. Language exists and occurs around us in public spaces. Language is not only functioned as tool of communication but also used to build the life of its speaker in all aspects. The nature of language can be seen from different perspectives. The research done by linguists developed rapidly. The linguists have done the research both in the level of microlinguistics and macrolinguistics, comparative study, and applied linguistics. One of the approaches used and developed in looking at how language is used in public spaces is linguistic landscape which is abbreviated as LL. The complexity of human life at this time triggered the occurance of the variation of language both in the spoken and written forms. Written language occured in many public spaces. One of them is the names of RM Minang. RM Minang, which is also called Rumah Makan Padang, is very famous. RM Minang has business, cultural and aesthetic dimensions. In terms of business dimensions, RM Minang is the the source of income for not only Minang people but also for other people working in RM Minang across Indonesia. In terms of cultural dimensions, RM Minang reflects Minangkabau cultural identity in terms of food. Minang food which is also called Padang food is famous for its rich taste of succulent coconut milk and spicy chili. The term Masakan Padang „Padang food‟ is very famous across Indonesia. It designates the cullinar from all parts of Minangkabau. CNN (2011) even exposed that randang „spicy meat stew‟ is the delicious food in the world. In terms of aesthetic dimensions, the dishes are put on a display in high-stacked plates in the window of RM Minang orderly so people can see them easily. The name of RM Minang is attached and pasted in front of food display. The naming process of RM Minang is closely related to business, cultural and aesthetic aspects. The business of RM Minang is aimed at empowering the economy of Minangkabau people and those who worked there. Thus, RM Minang can be found in the cities and villages across Indonesia. RM Minang in rantau or outside of West Sumatera is closely related to temporary migration concept of Minangkabau people (Naim, 1984) and work ethic of Minangkabau people (Amir, 1997). Empowering the economy of Minangkabau people through RM Minang can be done only if RM Minang can survive. Promotion is the key factor. The name of RM Minang can be regarded as one of the promotion of RM Minang. RM Minang is identified through its names. Therefore, this short writing is an attempt to discuss how the names of RM Minang is created and how cultural value is reflected through the names. II. THEORETICAL REVIEW The word landscape is related to natural view. KBBI (1998) defined landscape as (1) tata ruang di luar gedung (untuk mengatur pemandangan alam); (2) jumlah total aspek setiap daerah baik pedesaan maupun kota. The concept of landscape for natural view is adopted to portrait the view or landscape of language use in a public spaces so that the term linguistic landscape is used as an approach to do research on language. Related to definition of linguistic landscape, Landry and Bourhis (1977:25) stated that the language of public road signs, advertising billboards, street names, place names, commercial shop signs, and public signs on government buildings combines to form the LL of a given territory, region, or urban agglomeration” (Landry and Bourhis 1997:25). Gorter (2006c:1) stated that linguistic landscape is an approach used to describe language situation of one region or 153 Advances in Social Science, Education and Humanities Research (ASSEHR), volume 148 This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Copyright © 2018, the Authors. Published by Atlantis Press. Sixth International Conference on Languages and Arts (ICLA 2017)