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Title: Linguistic landscape and authenticity in a Japanese supermarket in Singapore
Authors: Matwick, Keri
Matwick, Kelsi
Keywords: Humanities::Linguistics
Issue Date: 2019
Source: Matwick, K., & Matwick, K. (2019). Linguistic landscape and authenticity in a Japanese supermarket in Singapore. Open Linguistics, 5(1), 532-552. doi:10.1515/opli-2019-0029
Journal: Open Linguistics
Abstract: This study examines the linguistic landscape of a Japanese supermarket in Singapore. Building on linguistic landscape research, this study focuses on cross-cultural, cross-linguistic, and cross-culinary exchanges that occur in food spaces. The analysis examines promotional signs and their image, text, typography, format, and the overall retail experience, allowing for a reading of “the semiotic landscape,” or how all the elements work together (Kress & Van Leeuwen 2006). What emerges is a dominant discourse of authenticity, identifiable by five types: original, natural, influential, referential, exceptional (Gilmore & Pine 2007), and we propose a sixth type of authenticity: health, which is particularly relevant to food. Health authenticity draws on science to inform consumers of nutrition but is made relatable to shoppers through folklore and local Singapore recipes. The use of Japanese is informative for Japanese shoppers while symbolic for non-Japanese shoppers of a Japan that is pure, authentic, high-quality, and significantly, healthy.
ISSN: 2300-9969
DOI: 10.1515/opli-2019-0029
Rights: © 2019 Keri Matwick, Kelsi Matwick, published by De Gruyter. This work is licensed under the Creative Commons Attribution 4.0 Public License.
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:SoH Journal Articles

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