Rasmussen2023b

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Rasmussen2023b
BibType INCOLLECTION
Key Rasmussen2023b
Author(s) Gitte Rasmussen
Title Multimodal engagement and interaction, and the appearance of contemporary non-traditional retail shopping
Editor(s) Gitte Rasmussen, Theo van Leeuwen
Tag(s) EMCA, Shopping, Multimodality
Publisher Routledge
Year 2023
Language English
City New York
Month
Journal
Volume
Number
Pages 104–127
URL Link
DOI 10.4324/9781003284123-5
ISBN
Organization
Institution
School
Type
Edition
Series
Howpublished
Book title Multimodality and Social Interaction in Online and Offline Shopping
Chapter

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Abstract

This chapter describes how shop assistants and customers act and interact in a Danish coffee bar. The shop displays second-hand products and specialties, and invites customers to blend old and new, and high-quality and low-quality produce, as well as offers related activities to achieve an overall exclusive experience. The shop design encourages customers to explore the shop and its products, and to enjoy a cup of coffee or tea in the second-hand lounge section. Drawing on ethnomethodological conversation analysis, the chapter aims to show how the coffee bar and the shop assistants’ and customers’ engagement with it create a non-traditional approach to shopping and, in doing so, oppose anonymous mass consumption and purpose rationality.

Notes