Colloquium Organisers

Emi Otsuji (The University of Technology Sydney)

Dariush Izadi (Western Sydney University)

Colloquium Abstract

This panel seeks to delve into the sociolinguistic dimensions of resemiotization in various shopping contexts, exploring the intricate connections between language, semiotic resources, political economy, and socio-cultural aspects. Resemiotization refers to the transformative process whereby existing signs and symbols acquire new meanings, often driven by societal changes and shifting cultural contexts (Iedema, 2003). This phenomenon is evident in various shopping contexts, including both face-to-face and online interactions (van Leeuwen, 2023). This process involves the renegotiation and transformation of meanings associated with signs and symbols, fostering a symbiotic relationship between the conventional and the innovative within specific contexts. This panel seeks to employ sociolinguistic theories and methodologies, including linguistic ethnography, ethnographic observations, and interviews. Through these approaches, the panel aims to unravel the nuanced dynamics at play in the resemiotization process, providing a comprehensive understanding of how meanings are (re)constructed, (re)negotiated, and transformed within the specific context of contemporary shopping practices. Ultimately, the findings will contribute to a deeper comprehension of the multifaceted nature of resemiotization, shedding light on its sociolinguistic dimensions and their implications for consumer culture and societal changes.

References
Iedema, R. (2003). Resemiotization. Semiotica, 137 (1/4), 23-39.

Van Leeuwen, T. (2023). Community or commerce: The story of eBay. In Rasmussen, G. & Theo Van Leeuwen (Eds.). Multimodality and social interaction in online and offline shopping. Routledge

Order of the presenters

• Dariush Izadi & Emi Otsuji
• Søren Vigild Poulsen
• Mahmud Hasan Khan
• Jackie Jia Lou
• Theo van Leeuwen

Individual abstracts

1.
Resemiotization and Recontextualisation of Material Culture in Urban Shopping Spaces: the assemblages of people, space and material in place

Dariush Izadi

Western Sydney University

Emi Otsuji

The University of Technology Sydney

In today's dynamic urban landscapes, ethnic marketplaces and businesses serve as vibrant hubs of cultural exchange, where encounters with diverse languages, attire, and merchandise are commonplace. This presentation delves into the sociolinguistic dimensions of resemiotization within these multifaceted shopping contexts, particularly focusing on the ethnic shops and markets in Sydney. We aim to unravel the intricate assemblages between language, semiotic resources, socio-cultural dynamics, and economic underpinnings. Our study seeks to examine the process by which meanings attributed to objects in social settings undergo resemiotization and recontextualisation. In so doing, we endeavour to discern how individuals’ historical trajectories shape the interpretative frameworks applied to material culture within ethnically diverse shopping spaces but also how different elements assemblage and recontextualise at different stages in resemiotization processes. To accomplish this, we will employ linguistic ethnography and ethnographic observations, providing a comprehensive lens through which to explore the resemiotization process. We will demonstrate how meanings are recontextualised and reworked through the interplay of people, objects, space, and language in shopping environments, offering a nuanced understanding of the resemiotization process. In particular, we will highlight the pivotal role of participants’ historical experiences and the influence of objects themselves in shaping the recontextualisation of these complex dynamics within diverse social settings. By recognising the agency of materiality and historical trajectories in the interpretative process, our research underscores the significance of the meaning-making practices surrounding material culture within diverse social settings, potentially making a substantial contribution to a deeper understanding of the multifaceted nature of resemiotization.

2.
CLICK HERE – a social semiotic analysis of CALL-TO-ACTION functions on webshops

Søren Vigild Poulsen

University of Southern Denmark

The term "call-to-action" is used in digital marketing literature (Chaffey & Ellis-Chadwick 2022) to refer to text prompts that are intended to direct a target audience to particular actions. To encourage shoppers on a webshop to make a purchase, call-to-actions (CTAs) are typically short texts like "Buy Now" or "Add to Cart" and these are visually displayed as salient buttons, arrows, or images. Given this purpose, marketing literature stresses the critical role that CTAs play in online stores and other online businesses. However, there are many types of CTAs, and to this date, no exhaustive description of the different functions of CTAs exists.

In this presentation, I will apply Halliday’s (1973, 1985) concept of speech acts and van Leeuwen’s (2005) concept of multimodal communicative acts to a study of CTAs and on this basis, I will present a systematic account of different linguistic and multimodal cues for prompting action. Finally, I will reflect more broadly on how CTAs seek to structure online shopping behavior compared to shopping in physical stores. With this analysis, I want to illustrate how the use of CTAs in subtle ways resemiotizes and transforms shopping as a common practice.

References

Chaffey, D. & Ellis-Chadwick, F. (2022) Digital marketing – Strategy, implementation and practice. 8th edition. Pearson.

Halliday, M.A.K. (1973) Explorations in the Functions of Language. London: Arnold.

Halliday, M.A.K (1985) An Introduction to Functional Grammar. London: Arnold

Van Leeuwen, T. (2005) Introducing social semiotics. London/New York: Routledge

3.

Resemiotization of Pahari food in the urbanscape of Dhaka

Mahmud Hasan Khan

Independent University, Bangladesh

In the vibrant cultural tapestry of Dhaka, Pahari restaurants stand as unique intersections of tradition and modernity. While Bengali-speaking Bangalees comprise the majority, the culinary landscape unveils a diverse range of food experiences, with distinct regional nuances. Pahari cuisine, with its distinct offerings, offers a rich platform for exploring the intricate dance of culture and consumption. This paper unveils the hidden layers of non-Pahari diners’ interactions in these spaces, shedding light on the entwined processes of resemiotization and recontextualisation. As the tourism industry expands, a heightened exposure to Pahari culture sparks introspection into the evolving meaning-making practices within these restaurants. Beyond mere dining, the encounter becomes a nuanced exploration of shopping practices, as non-Pahari patrons navigate unfamiliar linguistic and material signifiers. What knowledge do they carry into this culinary space, and how does it shape their engagement? Their embodied experiences delve into the acts and rituals that bridge cultural divides, often mediated by the lens of social media. In this urban phenomenon, where Instagram-worthy moments are captured and shared, a unique form of competence emerges in appreciating the fusion of flavours and vibe. The diners, as both “context-shaping” and “context renewing” agents, following John Heritage, reflect on their dining experience while being asked by others requiring individual diners’ ‘conversational work’ of recontextualization and resemiotization of the experience. Through this lens, we unravel not only the act of consumption, but the act of shopping for cultural experiences, as signs and symbols acquire new meanings. This exploration of shopping practices within the Pahari restaurant context serves as a compelling gateway to interpret the intricate dynamics of resemiotization and recontextualisation in this cultural enclave.

4.
When a dialect becomes cool: The resemiotisation of an urban vernacular in shop signs of Shanghai

Jackie Jia Lou, Birkbeck

University of London

Shanghainese (shang hai hua, or hu yu), a dialect of the Wu language family in China, rose to prominence in mid-nineteenth century when Shanghai became a Treaty Port after the Second Opium War, and has since then become a symbol of Shanghainese identity and culture. However, this dialect of an estimated number of 14 million speakers has been in sharp decline since mid-1990s, leading many to be concerned about its future. While Shanghainese is rarely written, except for a few literary experiments, this paper investigates the curious phenomenon where written Shanghainese seems to have increased in the commercial linguistic landscape of the city, especially in the shop signs and advertisements of trendy cafes and fusion restaurants. Contributing to sociolinguistic research on the commodification of dialects and minority languages, this paper focuses specifically on the resemiotisation process of converting this urban vernacular into written words in the multimodal design of three shops. The visual analysis is further informed by the researcher's participant observation as a customer and interviews with shop owners and staff about their design choices. It is found that the increasing adoption of Shanghainese words in the linguistic landscape reflects a shift in language attitude towards the dialect from a regionalist and protectionist variety to one that is open to and tolerant of differences, which can be argued to be the outcome of several converging events and processes. Conversely, recontextualising Shanghainese dialect in trendy spaces of consumption further adds to its cosmopolitan appeal. While it remains to be seen to what extent this recent trend will benefit the revival of Shanghainese in the long run, this paper hopes to demonstrate, with cautious optimism, that the impact of resemiotising endangered languages reaches beyond the commercial linguistic landscape.

Colloquium discussant: Professor Theo van Leeuwen

University of Southern Denmark/University of New South Wales