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.

This book will appeal to students and scholars interested in multimodality, multimodal conversation analysis, social semiotics, social interaction, and retail studies.

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Gitte Rasmussen is Professor of Social Interaction at the University of Southern Denmark.

Theo van Leeuwen is Professor of Language and Communication at the University of Southern Denmark and Honorary Professor at the University of New South Wales, Australia.

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We first started out as ?The Paperback Exchange,? a chain of physical bookstores where we would part exchange your beloved books for new stories to transport you to faraway places. However, as shopping started to evolve to online shops and marketplaces, we bid our stores goodbye to become ?PBShop.? This transition has only allowed us to blossom as we now ship thousands of titles to book lovers across the globe. We pride ourselves in being a community of local book lovers which allows our passion and devotion to shine in everything we do. In 2020 we not only celebrated our 20th birthday but our 1st birthday as being completely employee owned after becoming an E.O.T in September 2019. We are proud to be different and embrace standing apart on a book mountain by working from a virtual inventory which allows us to provide thousands of books that may be difficult to get for your bookshelf or your studies. Working with a number of different suppliers allows us to explore other avenues such as puzzles, sheet music and even stationery so we really do have something for everyone. Life is about being versatile in all realms of existence. If this is your first visit or you are a returning customer, we would like to welcome you to the PBShop family, for there is no friend as loyal as a book. We are a company who put our customers at the centre of everything we do as we understand the importance of reading because once you learn to read, you will forever be free. There are a whole lot of things in this world of ours that we are yet to explore, which is why we will forever inspire curious minds.

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