Between souks and malls: a semiotic reading of the linguistic landscape of Saudi Arabia

Between Souks and Malls: A Semiotic Reading of the Linguistic Landscape of Saudi Arabia is an engaging ethnographic journey that charts the linguistic cornerstones of Saudi Arabia's past, present, and future. The author, the first Saudi woman to conduct comprehensive research and surveys on the linguistic landscape of her home country, provides a profound analysis. Through meticulous observation of photographs from Souk Athulatha'a and Asir Mall, she illustrates that the semiotic elements of shapes, colors, placement, and scripts of each sign reflect not only traditional culture but also the dynamic changes underway within the nation. The fieldwork, conducted in Asir, focused on the oldest souk, unveiling a wealth of traditional and cultural riches. This research reveals the many hidden treasures of Saudi heritage, capturing the essence of the country's evolving linguistic landscape.