This collection brings together social semiotic, ethnographic, and conversation analytic approaches to multimodality in global studies of shopping, drawing on the rich diversity of the latest multimodal methods to critically reflect on shopping as a cornerstone of contemporary social life.
The volume explores shopping as an area of study in its own right, with the buying and selling of goods and services a fundamental part of the social and cultural life of human communities for centuries. The book looks at both online and offline shopping, examining it as both everyday multi-sensorial practice and its translation into the interactive text and imagery that comprise the online shopping experience, from London street markets to Japanese grocery shops to Danish supermarkets to worldwide online shopping sites. Highlighting the diversity of modern multimodal approaches through contributions from established scholars, the book critically surveys both the challenges and opportunities in the embodied interactions between buyers and sellers and how these points of connection have been translated and will continue to transform in the age of algorithms and emergent technologies.
This book will appeal to students and scholars interested in multimodality, multimodal conversation analysis, social semiotics, social interaction, and retail studies.
List of Contributors
Gitte Rasmussen and Theo Van Leeuwen
2. Exploring the phenomenology of shopping as social practice: An inquiry into the multimodal and linguistic repertoires in markets in Sydney
3. Between sensorial pleasure and economic reason: accepting or rejecting offers to taste at the market
4. Reassembling meaning while shopping
Emi Otsuji and Alastair Pennycook
5. Multimodal engagement and interaction and the appearance of contemporary non-traditional retail shopping
6. Trust, transparency and transactions – revealing participation in collocated and hybrid auction sales
Sylvaine Tuncer, Christian Heath and Paul Luff
7. Checking before checkout: how customers deal with trust and accountability in grocery shopping in online and brick-and-mortar shops
Elisabeth Dalby Kristiansen
8. Curating a lifestyle experience – how Pottery Barn makes it so.
9. Going shopping – a social semiotic study of resources for walking offline and online
Søren Vigild Poulsen
10. Community or commerce – the story of eBay
Theo Van Leeuwen