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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: School of Social Sciences, History and Philosophy > Applied Linguistics and Communication (to 2020)
    Depositing User: Jackie Lou
    Date Deposited: 27 Mar 2019 10:26
    Last Modified: 21 Jun 2021 23:42


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