Language and economic value: A multimodal approach. (May 2022)

• Record Type: Journal Article
• Authors: McGill, Kenneth
• Is Part Of: Language sciences. Volume 91(2022)
• Publication Date: 2022-05
• Subjects: Language -- Multimodal analysis -- Economic value -- Semiotic resources; Linguistics -- Periodicals; Language and languages -- Periodicals; Linguistique -- Périodiques; Langage et langues -- Périodiques; Language and languages; Linguistics; Periodicals; Electronic journals; 405
• DOI: 10.1016/j.langsci.2022.101462
• Languages: English
• ISSNs: 0388-0001

Abstract

Abstract: This article presents an approach to economic value based on the paradigm of multimodal analysis. I argue that economic value is constituted within its own interactional mode, that economic laws are constituted as semiotic resources, and that markets can ultimately be understood as the "habituation in mode" (Kress) of these resources. The article is organized as a set of problems and possible solutions for the multimodal analysis of language and value. Highlights: Cited a number of the articles from LangSci vol. 70. Made clear that while the theoretical framework for this essay is multimodal analysis, I am immediately concerned with establishing the modal character of economic signs. Took a clear stance on affordance as it comes into the multimodal literature.