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E-raamat: Language, Multimodal Interaction and Transaction: Studies of a Southern Chinese marketplace

(University of Illinois at Chicago)
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"Xuehua Xiang examines multimodal interaction in the marketplace in a multilingual town at the juncture of urbanization in Southern China. Using a collection of data that span nearly 20 years from ethnographic fieldwork, Language, Multimodal Interaction and Transaction: Studies of a Southern Chinese marketplace analyzes multimodal talk-in-interaction in the traditional marketplace as both an economic mechanism and a localized social space. Focusing on how buyers and sellers interact to complete transactions as marketplace shifts from sedimentations of road-side peddling to centralized built space and further to corporate e-commerce, Xiang takes into account the Janus nature of language as both incurring transaction costs and a powerful tool of information and control. By analyzing the socializing functions of language in the marketplace outside of and beyond economic dealings, the study additionally documents and depicts the roles of affect and morality in marketplace encounters. The study offers an overarching framework for future research on the mediating role of language and multimodal interaction in economic activities as well as on the interplay of information, knowledge, affect and morality in social encounters"--

Xuehua Xiang examines multimodal interaction in the marketplace in a multilingual town at the juncture of urbanization in Southern China. Using a collection of data that span nearly 20 years from ethnographic fieldwork, Language, Multimodal Interaction and Transaction: Studies of a Southern Chinese marketplace analyzes multimodal talk-in-interaction in the traditional marketplace as both an economic mechanism and a localized social space. Focusing on how buyers and sellers interact to complete transactions as marketplace shifts from sedimentations of road-side peddling to centralized built space and further to corporate e-commerce, Xiang takes into account the Janus nature of language as both incurring transaction costs and a powerful tool of information and control. By analyzing the socializing functions of language in the marketplace outside of and beyond economic dealings, the study additionally documents and depicts the roles of affect and morality in marketplace encounters. The study offers an overarching framework for future research on the mediating role of language and multimodal interaction in economic activities as well as on the interplay of information, knowledge, affect and morality in social encounters.

Arvustused

It is a good read for readers who are well-versed in interactional or discourse studies that have interest in understanding the complexities of institutionalised talk (in the marketplace). -- Gregory Ang, Nanyang Technological University, in Chinese Language and Discourse 15:1 (2024).

Preface ix
Chapter 1 Language and social interaction in Southern Chinese marketplace
1(8)
Chapter 2 The research context, methodology and theoretical preliminaries
9(24)
2.1 Shishan market
9(12)
2.2 The data
21(5)
2.3 Theoretical preliminaries: Avoidance vs. involvement rituals; "ingroup" vs. "outgroup" norms
26(4)
2.4 Theoretical preliminaries: Transaction cost
30(3)
Chapter 3 Initiating transactions: Interactional asymmetry in competitive cooperation
33(26)
3.1 "Focus" in face-to-face encounters
33(2)
3.2 Buyers: Diffusing interactional focus
35(13)
3.2.1 Body torque
35(2)
3.2.2 A tripartite participation structure
37(5)
3.2.3 Delays in activity progression
42(6)
3.3 Sellers: Pursuing interactional focus; "fast-forward" strategies
48(6)
3.3.1 Pursuing interactional togetherness
49(1)
3.3.2 Instigating "chain of events"
50(3)
3.3.3 Tools as emblems
53(1)
3.4 At service shops: Embodied forward design and overlapping activity frames
54(2)
3.5 Discussion and conclusions
56(3)
Chapter 4 The many shades and shapes of transaction: Transactions as an oral genre
59(20)
4.1 Oral genres in the marketplace
59(3)
4.2 Fluidity and variability: The role of information access in transaction
62(11)
4.2.1 Speech in transactional activities
62(3)
4.2.2 Spatial layouts and information access
65(8)
4.3 Emergent sociality
73(2)
4.4 Dissolving "focus" at the finish move
75(2)
4.5 Discussion and conclusions
77(2)
Chapter 5 Making deals, blocking sales: Conflict talk in the marketplace
79(26)
5.1 Managing conflicts
79(2)
5.2 Bargaining in the marketplace
81(2)
5.3 Bargaining as emergent conflict talk
83(5)
5.4 Freebies, upselling moves, and win-win resolutions
88(7)
5.5 Moral dimensions of bargaining: When conflicts escalate
95(4)
5.6 Blocking sale advances with a negative style
99(4)
5.7 Discussion and conclusions
103(2)
Chapter 6 Buyer Beware: Assessment and knowledge in the marketplace
105(22)
6.1 Vendor spiels: Interactive construction of quality, value and prestige
106(11)
6.2 Distributed knowledge and sensorial assessment
117(5)
6.2.1 "Tasting moments"
119(3)
6.3 Contesting epistemic primacy
122(3)
6.4 Discussion and conclusions
125(2)
Chapter 7 Relationships in the marketplace: On phatic communication
127(26)
7.1 Greetings: Rituals that control information flow
128(11)
7.1.1 B-statements as greeting rituals
130(3)
7.1.2 Greetings to manage norm expectation
133(2)
7.1.3 Negative style to preempt topicalization
135(4)
7.2 Gossip
139(11)
7.2.1 Gossip's dubious reputation
139(2)
7.2.2 Touched off gossip
141(2)
7.2.3 Contested gossip
143(3)
7.2.4 Laughing together: Gossip in chorus
146(4)
7.3 Discussion and conclusions
150(3)
Chapter 8 Market has a heart: Empathy in conversational storytelling
153(24)
8.1 Conversational storytelling
154(2)
8.2 Story 1: "He lost his temper!"
156(9)
8.3 Story 2: "Tears kept rolling down."
165(7)
8.4 Spiral story structure
172(1)
8.5 Identity and quotative
172(2)
8.6 Discussion and conclusions
174(3)
Chapter 9 Language as a transaction cost: As market models evolve
177(18)
9.1 Language, multimodal interaction and transaction cost
178(5)
9.1.1 Verbal vs. non-verbal: The balance between efficiency and social norm
179(1)
9.1.2 (Cross-) cultural factors
180(2)
9.1.3 Outgroup and ingroup dynamics
182(1)
9.2 Language and social interaction in new models of e-commerce
183(9)
9.2.1 Vertical integration of markets: Officialdom and synthetic personalization
183(4)
9.2.2 Manufacturing desire: The power of language in social commerce
187(5)
9.3 Conclusion
192(3)
References 195(14)
Appendix A The transcription conventions 209(2)
Appendix B Abbreviations 211(2)
Index 213
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