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This is a case study of linguistic landscapes (LL) with multimodal approach, which aimed at analysing the visual grammar of commercial outdoor sign. LL is a study of signs in public space. These signs include all traffic signs, billboards, site names, and advertisements. Multimodal approach is a new concept of analysis that analyses signs from three aspects, and it is representation, interaction and composition. The data in this study is classified as a secondary data that randomly chosen from author previous research. There were three outdoor billboard signs chosen to represent all proposed LL types in Kuta Village. The results showed that representations of actors in outdoor signs are all salience. Their representations are not merely as an icon of human but also a figure, a symbol, or a voice index as replacement of callout statement. In terms of interaction processes, all actors act as the salience of demand and/or offering information, service and product with objective attitudes. For composition processes, the salience are all centred with various information value position and yet they are non-linear text framing. All text stand independently with the same ideal and real information as the producers intended to be.

This research aimed to identify the presence of Linguistic Landscapes (LL) in Desa Kuta. LL is sociolinguistic study of language used in outdoor signage that firstly introduce by Landry and Bourhis (1997). Desa Kuta as one of tourist destination in Bali experiences a great development due to globalization effect. This great development can be seen clearly through the presence of outdoor signs along the main roads of Desa Kuta. The research was conducted from February to March 2019. The finding showed there are 2.549 signs along the main roads of Desa Kuta. The language used mostly in English with 1.332 signs (52%). As for the types, there are 1.603 signs of commercial signs (65%). In term of the function, 2.320 signs (93%) are informative.

As a tourist destination, Kuta has become an international village which forces the native to use more English than Balinese in their working life. One of the most visible media of communication in Kuta is in the form of out-door sign. Out-door sign is considered to be the most effective mass media communication and the study is known as Linguistic Landscapes. The focus of this study is to investigate the glocalization of Balinese language as a medium of communication in Kuta especially, on out-door signs. The data of this study were collected by taking pictures of all out-door signs in Kuta area, such as Raya Kuta St., Kartika Plaza St., Pantai Kuta St., and Legian St.. The data were classified into two main types: commercial signs and non-commercial signs. The analysis started with identification of the language use and followed by a combination of language use in all signs. The finding shows that Balinese language is only used in 43 signs out of 1132 signs. Furthermore, from the 43 signs, there are only 22 using pure Balinese, 19 signs using Indonesian with Balinese Letters, and 2 signs using a combination of Balinese and Indonesian. The conclusion of the study is that the glocalization of Balinese language is not yet achieved; in fact, Balinese language is marginalized in Bali as out-door signs.

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