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ERIC Number: EJ875362
Record Type: Journal
Publication Date: 2010
Pages: 27
Abstractor: As Provided
Reference Count: 38
ISSN: ISSN-1931-3152
Language in the Material World: Multilinguality in Signage
Agnihotri, Rama Kant; McCormick, Kay
International Multilingual Research Journal, v4 n1 p55-81 2010
This article examines signage as a site for the negotiation of meaning between the potential intentionality of the creator and the potential readings of the target audience. Data is drawn from 2 major sources: sociologically and economically differentiated geosemiotic landscapes of Delhi and the advertisements of a large, well-known Indian company. The latter signage is multi-site and carefully designed, with massive investments; the former is created within and defined more by its geosemiotic space. The signs use more than 1 language and sometimes more than 1 script in constituting the meanings that may be read into them. The analysis shows languages being used contrastively, as well as in ways that challenge established ideas of discrete languages and scripts. (Contains 17 figures and 3 footnotes.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: India