Reference : “Ohne Glutamat/Without MSG”: Shelf label design in a Thai supermarket
Parts of books : Contribution to collective works
Arts & humanities : Languages & linguistics
http://hdl.handle.net/10993/14457
“Ohne Glutamat/Without MSG”: Shelf label design in a Thai supermarket
English
Serwe, Stefan Karl mailto [University of Luxembourg > Faculty of Language and Literature, Humanities, Arts and Education (FLSHASE) > Languages, Culture, Media and Identities (LCMI) >]
de Saint-Georges, Ingrid mailto [University of Luxembourg > Faculty of Language and Literature, Humanities, Arts and Education (FLSHASE) > Languages, Culture, Media and Identities (LCMI) >]
2014
Multilingualism and Mobility in Europe: Policies and Practices
Horner, Kristine
de Saint-Georges, Ingrid mailto
Weber, Jean-Jacques mailto
Peter Lang
No
Frankfurt
Germany
[en] geosemiotics ; ethnic entrepreneurship ; immigrant entrepreneurship ; linguistic landscape ; minority language ; sociolinguistics ; discourse analysis ; multilingualism ; mediated discourse analysis
[en] Ethnic businesses are physical manifestations of the mobility of humans and goods around the globe. At the same time they constitute spaces for multilingual practices. One such practice is the design of shelf labels: typically small, rectangular pieces of paper attached to the edge of a product display featuring the price and the product’s name. This paper intends to shed light on the use of German and Thai on handwritten shelf labels in a small immigrant-owned convenience store in rural Germany. The data are a set of photographs of shelf labels and the products they are tagged to, ethnographic observations and fieldnotes, as well as anecdotes and statements by the owner of the store. The use of Scollon and Scollon’s (2003) analytical framework of geosemiotics reveals that in producing the inscriptions on the labels the owner draws on her knowledge of various semiotic systems strategically. The production of shelf labels can be seen as a complex activity that demands of the producer to possess the competencies to navigate an array of social discourses in order to cater to her clientele in the most relevant way.
Researchers ; Students
http://hdl.handle.net/10993/14457

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