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FASS Seminar by Professor Adam Jaworski

On 25th November 2015, Eminent Visiting Professor to FASS, Professor Adam Jaworski gave a seminar entitled “Welcome: Frames for the linguistic landscape of global mobility”.


Adopting Scollon and Scollon’s geosemiotic approach to the study of emplaced discourse, and Goffman’s (1974) frame analysis, Professor Jaworski described the meaning potential of ‘welcome’ signs from various tourist, commercial and institutional spaces.

Examining their code choice, multimodal design, emplacement, and materiality, he suggested that the ‘welcome’ signs are symptomatic of fleeting relationships typical of the global era or what Zygmunt Bauman (2000) refers to as ‘liquid modernity’.