Rasmussen2023b
Rasmussen2023b | |
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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 |
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Pages | 104–127 |
URL | Link |
DOI | 10.4324/9781003284123-5 |
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Book title | Multimodality and Social Interaction in Online and Offline Shopping |
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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.
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