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Description of  Multimodality and Social Interaction in Online and Offline Shopping (Routledge Studies in Multimodality)

This collection brings together social semiotic, ethnographic, and conversation analytic approaches to multimodality in global studies of shopping, drawing on the rich diversity of the latest multimodal methods to critically reflect on shopping as a cornerstone of contemporary social life. The volume explores shopping as an area of study in its own right, with the buying and selling of goods and services a fundamental part of the social and cultural life of human communities for centuries. The book looks at both online and offline shopping, examining it as both everyday multi-sensorial practice and its translation into the interactive text and imagery that comprise the online shopping experience, from London street markets to Japanese grocery shops to Danish supermarkets to worldwide online shopping sites. Highlighting the diversity of modern multimodal approaches through contributions from established scholars, the book critically surveys both the challenges and opportunities in the embodied interactions between buyers and sellers and how these points of connection have been translated and will continue to transform in the age of algorithms and emergent technologies. Read more