| The study of affective regimes examines how human emotions influence the regulation of feelings towards objects or phenomena. Although affective regimes have been explored in several studies, there remains limited empirical evidence on the production or reproduction of the affective regime of signs, particularly regarding its impact on language policy within linguistic landscape (LL) studies. This gap is addressed by the current research, which focuses on the two satellite cities of IKN Nusantara—Samarinda and Balikpapan. Specifically, this study aims to (1) identify the production or reproduction of the affective regime in the LLs of Samarinda and Balikpapan, and (2) analyze the ways in which the production or reproduction of the affective regime influences and is influenced by local language policy in these cities. Six locations were selected as case studies: Citra Niaga, Pasar Pagi, and Samarinda Central Plaza in Samarinda, and Plaza Balikpapan, Plaza Bunsay, and Pasar Inpres Kebun Sayur in Balikpapan. The research design was primarily qualitative, supplemented by quantitative data derived from the frequency of language distribution in the signs and respondents’ perspectives on the affective regimes within these establishments. A total of 1,532 signs were collected as primary data, with 909 signs from Samarinda and 623 from Balikpapan. Additional data were gathered through (1) a questionnaire survey of 60 respondents, (2) semi-structured interviews with 13 selected participants (including four policymakers, five public figures and scholars, and four business owners or vendors), and (3) document analysis of language policy regulations at both national and local levels. The study employed a five-phase cycle of analysis: (1) compiling, (2) disassembling, (3) reassembling, (4) interpreting, and (5) concluding. The findings indicate that (1) signs in the selected locations often employ a range of languages, resulting in monolingual, bilingual, or multilingual configurations (e.g., Indonesian-only, English-Indonesian, or English-Indonesian-Arabic). Four dominant affective regimes were identified within the establishments: informative, identity, promotional, and semi-formal. Additionally, (2) the production or reproduction of these affective regimes is influenced more by local language policies than by the policies themselves. Three key elements of language policy—language practice, management, and belief—were identified, though their implementation was found to be incomplete due to several barriers, including (1) limited public awareness and knowledge regarding the regulation of shop names, announcements, and other signage, (2) insufficient coordination among stakeholders, (3) a lack of confidence in labeling imported products with Indonesian language, and (4) the absence of clear incentives or penalties related to policy enforcement. In conclusion, this study asserts that the production or reproduction of an affective regime involves not only linguistic categories and non-linguistic features but also human emotions, which shape how individuals perceive and respond to signs and information within these establishments. Furthermore, this study contributes to the existing body of knowledge on affective regime theory, language policy implementation in Indonesia, the reinforcement of vernacular use in commercial zones, and the potential for using signage as authentic materials for language teaching in the classroom. |