Signs in the urban landscapes are never neutral; they always enact connections to power relations and social hierarchies. By examining the New Administrative Capital of Egypt’s (NAC) advertising billboards, the current study relates itself to the literature of Linguistic Landscape (LL). The study examines the NAC from a semio-discursive perspective. More specifically, it relies on the tools of Semiotic Landscape (SL) to discuss how the landscape of Cairo is represented as a heterogeneous contested space, and how the semiotic resources of its real-estate billboards epitomize Foucauldian principles of heterotopia. The study maintains that the different semiotic resources deployed in the NAC billboards commodify urban space by indexing heterotopic power relations. It is found that spatial commodification of the New Capital is embodied in two heterotopic tropes: “silent” space and “carnival” space. That is, the NAC billboards promote the consumption of the urban space by selling the heterotopic experiences of silence, and carnival-like tempo-spatiality. The study has found that the space of the NAC is semiotically presented in the landscape of Cairo as heterotopic through promoting “different” spatial experiences. To put it differently, the NAC billboards are perceived as antithesis to their landscapes of emplacement, the landscape of Cairo.

城市景观的标志从来都不是中性的。他们总是与权力关系和社会等级建立联系。通过研究埃及新行政首府（NAC）的广告广告牌，当前的研究与语言景观（LL）的文献有关。该研究从半递归角度考察了NAC。更具体地说，它依靠符号学景观（SL）工具讨论如何将开罗的景观表示为异类竞争空间，以及其房地产广告牌的符号学资源如何体现福柯式的异位论原则。该研究认为，NAC广告牌中部署的不同符号资源通过索引异位权力关系来使城市空间商品化。发现新首都的空间商品化体现在两个异同的主题上：“沉默”空间和“狂欢”空间。也就是说，NAC广告牌通过出售寂静和类似狂欢节的时空的异质体验来促进城市空间的消费。研究发现，通过促进“不同的”空间体验，NAC的空间以符号方式在开罗景观中呈现为异位。换句话说，NAC广告牌被视为与其居住环境（开罗风景）的对立面。研究发现，通过促进“不同的”空间体验，NAC的空间以符号方式在开罗景观中呈现为异位。换句话说，NAC广告牌被视为与其居住环境（开罗风景）的对立面。研究发现，通过促进“不同的”空间体验，NAC的空间以符号方式在开罗景观中呈现为异位。换句话说，NAC广告牌被视为与其居住环境（开罗风景）的对立面。