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    Shop sign as monument: the discursive recontextualisation of a neon sign

    Lou, Jackie Jia (2016) Shop sign as monument: the discursive recontextualisation of a neon sign. Linguistic Landscape: An International Journal 2 (3), pp. 211-222. ISSN 2214-9953.

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    Ethnographic studies of linguistic landscape have shed light on the complex processes in which signage is designed, created, perceived, and interpreted. This paper highlights the role of public discourse in such processes by tracing how the neon sign of a restaurant in Hong Kong ironically reached monumental status after its removal. Expanding the geosemiotic framework with the theory of recontexualization, it examines the shifting meanings of the sign as represented in four types of discourse, and suggests that it is their contradiction and divergence that has shaped the shop sign into an urban monument.


    Item Type: Article
    Keyword(s) / Subject(s): Hong Kong, monument, neon, recontextualization, shop sign
    School: Birkbeck Faculties and Schools > Faculty of Humanities and Social Sciences > School of Creative Arts, Culture and Communication
    Depositing User: Jackie Lou
    Date Deposited: 27 Mar 2019 10:26
    Last Modified: 09 Aug 2023 12:46


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