English signage around U.S. military bases in Japan: Insights from linguistic landscape research

Abstract

This study examines the use of English on signage in the areas surrounding two U.S. military bases in Japan, Yokosuka Navy Base and Yokota Air Base, highlighting the diverse functions of English that emerge through interactions between American residents and Japanese locals. In these areas, including streets that have become tourist destinations for Japanese visitors, various commercial establishments coexist, some offering authentic products and services for Americans, and others commodifying American culture for Japanese tourists. Within these public spaces, English signage, along with other semiotic resources, plays a central role in shaping a uniquely commodified environment infused with American culture. The study identifies two key features of English signage that distinguish these areas from other parts of Japan: (1) the prominence of informational English signage targeting Americans, such as monolingual English traffic signs and church signs, which reflects the dense American population; and (2) the symbolic use of English by Japanese shop owners, which do not signal modernity or globalization as English signage typically does elsewhere in Japan, but instead commodifies American culture to attract Japanese tourists. These uses of English on signage, alongside other semiotic materials, shape a unique visual and cultural landscape, underscoring the multifaceted roles of English in non‑English‑speaking countries like Japan, including both the ‘authentic’ use of English in communication with Americans and the ‘commodified authenticity’ conveyed through English employed by Japanese shop owners to appeal to Japanese audiences.