Toponymy and Branding of Modern Residential Sites in Semarang

This study concerns with the phenomenon of naming residential areas using both local and foreign language and choosing lexicons relating to nature. Using critical toponymy and critical discourse analysis, 53 names were analyzed. The results show that blending both local language (the Indonesian) and English is the most popular. It is a branding strategy to create global society in local context. The use of certain lexicons referring to nature reveals that the developers concern with the movement of creating low-carbon society. They function as marketing strategy to control society in identify themselves as members of global society