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2 - Theorizing Affect in the Semiotic Landscape

Published online by Cambridge University Press:  30 October 2019

Lionel Wee  and
Robbie B. H. Goh
Lionel Wee
Affiliation:
National University of Singapore
Robbie B. H. Goh
Affiliation:
National University of Singapore
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Summary

This chapter addresses the question of how the study of affect in the semiotic landscape can be done in a theoretically coherent way that can lead to insightful analytical payoffs. The chapter outlines a theoretical framework that serves to provide a concrete theorization of Wissinger’s (2007) description of affect as socially ‘contagious energy’. The actual mechanisms by which affect is materialized, circulates and becomes ‘whipped up or dampened’ are systematically articulated.

Keywords

affective economyanimatorproduction formatnon-linguistic modalitiesstereotypes
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Chapter
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Language, Space and Cultural Play
Theorising Affect in the Semiotic Landscape
 , pp. 14 - 33
Publisher: Cambridge University Press
Print publication year: 2019

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