Abstract
Abstract
A strategic, often spectacular intersection of semiosis and spatiality, place branding should be an obvious topic
for linguistic landscape research. Isolated studies which do attend to branding seem insufficiently concerned with its conceptual
and metasemiotic complexity. Part visual essay, my paper examines the small Spanish town of Miajadas which, in a performative act
of scale-jumping, declares itself Tomato Capital of Europe. Drawing on fieldwork, and using a three-part analytic
framework, I document the range of semiotic and sociomaterial tactics by which Miajadas stages itself as a ‘tomatoscape’. Through
its mediatization, mediation, and remediation the town maximizes its location
in the global economic order. This case study underscores how place branding is a highly contingent mode of semiotic reflexivity
which is seldom discrete or unilateral, but which can be highly effective.
Publisher
John Benjamins Publishing Company
Subject
Linguistics and Language,Language and Linguistics
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献