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The 'semiotics of value' in upcycling
Örebro University, School of Humanities, Education and Social Sciences. (Språk och retorik i samhället (Soris))ORCID iD: 0000-0002-6396-4240
2018 (English)In: Advancing multimodal and critical discourse studies: Interdisciplinary research inspired by Theo van Leeuwen's social semiotics / [ed] Sumin Zhao, Emilia Djonov, Anders Björkvall, Morten Boeriis, New York: Routledge, 2018, 1, 165-180 p.Chapter in book (Other academic)
Abstract [en]

The last twenty years has seen the rise of global consumer movements that critique overconsumption, focusing on looking at the whole life of a product or artefact. Practices like ‘recycling’ (re-use without necessarily adding value) and ‘upcycling’ (re-use with obvious value adding) are part of such movements. This chapter looks at value adding in artefacts from a social semiotic perspective in order to explore upcycling as branding in a global context. It draws on van Leeuwen’s (2005) distinction between theoretical and actual semiotic potential of semiotic resources when key branding resources, such as typography, shape, materials, and colour are identified in upcycled artefacts. The connotative and experiential provenance (Kress and van Leeuwen, 2001) of these resources are of key importance for our analysis. We look at how resources are resemiotizised and recontextualised and, to various degrees, recognised in upcycled artefacts  that  move between South Africa and Europe. One of the conclusions is that the processes of value adding through re-branding can be described as spatio-linguistic re-branding or sensory re-branding (cf. Djonov and van Leeuwen, 2011).

Place, publisher, year, edition, pages
New York: Routledge, 2018, 1. 165-180 p.
Series
Routledge studies in multimodality, 19
Keyword [sv]
consumption, artifacts, recycling, upcycling, value adding, social semiotics, branding, semiotic potential, van Leeuwen, provenance
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Swedish Language
Identifiers
URN: urn:nbn:se:oru:diva-62739ISBN: 9781138697638 (print)ISBN: 9781315521015 (electronic)OAI: oai:DiVA.org:oru-62739DiVA: diva2:1159013
Projects
Multimodal texts and pedagogies in higher education (STINT, SA2015-6206)
Available from: 2017-11-21 Created: 2017-11-21 Last updated: 2018-01-13Bibliographically approved

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Björkvall, Anders

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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