A REPRESENTATION ANALYSIS FROM TYPEFACE SHOP SIGNAGE OF LUANG PRABANG IN GLOBALIZATION

Abstract

A Representation Analysis from Typeface Shop Signage of Luang Prabang in Globalization is an academic article that aims to study and analysis cultural representation and signifying practice of typeface design which is used to communicate to tourist and local people of Luang Prabang in the globalization. The study data was collected from a survey about typefaces which appear and are presented on signs of shops, hotels and various locations in the area of Luang Prabang World Heritage City. The signifying practice is analyzed through the connection between typeface and representation of Luang Prabang with the concept of Semiology and Discourse. The result of a survey and analysis shows that a representation of Luang Prabang World Heritage City in the globalization changes from old representation which linked to the original cultural heritage to be new one which more contemporary. Through the style of western style typeface that is not only responsible for communicating messages, but it also serves to connect the meaning and reproduce the representation of Luang Prabang to be a contemporary place with western typeface style. This representation process controls the framework, imagination and attitude of people in Luang Prabang who come from other cultures and including people in the local culture into the meaning of the city about cultural heritage and way of life that changes in the globalization.