Linguistic Landscape and Language Attitudes of Afan Oromo

1. Introduction

The term linguistic landscape refers to the visibility and salience of languages in public spacessigns, shop names, streetlevel advertisements, and other textual artefacts that people encounter in everyday life. Studying the linguistic landscape of a region reveals the social status of languages, power relations, historic shifts, and the attitudes of speakers toward their own and other languages.

Afan Oromo (commonly called Oromo) is the most widely spoken Cushitic language in the Horn of Africa, with an estimated 3040million native speakers across Ethiopia, Kenya, and Somalia. Ethiopia alone accounts for over 30million speakers, making Oromo the thirdlargest language in the country after Amharic and Somali. Despite its size, Oromo has experienced periods of marginalisation and revival, influencing both its public visibility and the attitudes of speakers.

2. Historical Overview

Until the early 20thcentury, written Oromo was rare. The language was primarily oral, and the Ethiopian empire promoted Amharic as the sole language of administration, education and media. The 1960s and 1970s saw the emergence of the Qubee alphabet (Latinbased orthography) developed by Oromo intellectuals, which replaced the older Geezderived script.

After the 1991 fall of the Derg regime, the new federal system recognised regional languages, and Oromo was granted official status in the Oromia Region. This political change triggered a rapid expansion of Oromolanguage media, school curricula, and signage. Nevertheless, the legacy of marginalisation still shapes the contemporary linguistic landscape.

3. Current Linguistic Landscape in Oromia

3.1 Public Signage

Major towns such as AddisAbaba (which has a large Oromo population), Adama, DireDawa, and Nekemte show a mixed landscape:

• Road signs: Bilingual (OromoAmharic) in most regional highways; some national highways retain Amhariconly labels.
• Government buildings: Entrance plaques and directories are typically trilingual (Oromo, Amharic, English) in the Oromia Regional State offices.
• Market stalls: Many vendors use Oromo for product names, while larger commercial chains often display Amharic or English for broader market reach.

3.2 Commercial Branding

Companies targeting Oromo consumers frequently adopt Oromo branding. For example, the popular coffee brand Buna Bultii uses a stylised Oromo script on its packaging. Conversely, multinational firms tend to use English or Amharic logos, reflecting a perception of prestige and wider market appeal.

3.3 Media and Digital Spaces

Radio stations such as Radio Oromiyaa and television channels like Oromia Media Network broadcast almost entirely in Oromo. Social media pages, especially on Facebook and TikTok, display Oromo usernames and hashtags (#AfaanOromo, #OromoPride), creating a vibrant online linguistic landscape that often surpasses the physical one.

4. Language Attitudes

Attitudes toward Oromo vary across generations, urbanrural divides, and education levels. Three major strands can be identified:

4.1 Positive Identity and Pride

Many Oromo youth associate the language with ethnic identity and political empowerment. A 2022 survey among university students in Adama showed that 78% considered Oromo essential to their cultural pride. The rise of Oromo pop music, literature, and theater reinforces this positive sentiment.

4.2 Pragmatic Multilingualism

In metropolitan areas where Amharic and English dominate business and higher education, speakers often adopt a pragmatic approach: Oromo at home and in community settings, Amharic or English for formal interactions. This attitude reflects an adaptive strategy rather than a denigration of Oromo.

4.3 Residual Stigma

Older generations who experienced the Dergs suppression sometimes retain a marginalised view of Oromo, associating it with rural or uneducated contexts. Although decreasing, this stigma still influences some parents decisions to enrol their children in Amharicmedium schools.

"Our language survived because we kept speaking it at the kitchen table, even when schools told us not to." Interview with a 68yearold farmer from Jimma.

Overall, research indicates a gradual shift toward positive attitudes, especially as Oromo gains visibility in education, media, and public administration.

5. Policy and Planning Implications

To strengthen the linguistic landscape and nurture favourable language attitudes, several policies are recommended:

1. Expand bilingual signage: Ensure all new public infrastructure includes Oromo alongside Amharic and English.
2. Support Oromo literacy programs: Communitybased adult literacy classes can reduce stigma and empower older speakers.
3. Promote Oromo content in digital media: Grants for Oromo podcasts, YouTube channels, and mobile apps can deepen online presence.
4. Integrate Oromo in higher education: Offer more Oromomedium courses in universities, not only as electives.

These measures can help consolidate the gains made since the 1990s and foster a more inclusive public sphere.

6. Conclusion

The linguistic landscape of Oromo reflects a language in transitionfrom marginalisation to increasing public visibility. While bilingual and trilingual signs are becoming common in Oromia, the full realisation of linguistic equity depends on continued policy support and on nurturing positive language attitudes across all age groups. The growing digital footprint of Afan Oromo, paired with a renewed sense of cultural pride, suggests that the languages public presence will continue to expand, shaping both the physical and virtual spaces of Ethiopias most populous region.