115th Annual Conference - Honolulu, Hawaii
Friday, November 10 - Sunday, November 12, 2017

Visual Landscape: A Sociolinguistic Approach

Rashmi Jacob Vaish, Jaypee Institute of Information Technology

I intend to explore ‘visual-ness’ as a sociolinguistic practice using an array of examples from a range of media and contexts from current understanding of the concept into vendibility of such visual language in contemporary consumer culture.

Proposal: 

In the complex metropolis environment, visuality is becoming central to many discourses. We develop an understanding and affiliations towards multitude of objects through our senses. Earlier, this practice was intensively affianced in marketing or in understanding consumer culture. But, in this process of visual consumption, role of language was not considered; it was either marginalized or completely relegated. This is in spite of the increasing use of language for its visual qualities or symbolic purposes rather than for communicative or instrumental function in contemporary consumer discourses. Likewise, in the study of language, an obsession with visual materiality is relatively a recent phenomenon and is rapidly gaining momentum. 

I intend to explore ‘visual-ness’ as a sociolinguistic practice using an array of examples from range of media and contexts from current understanding of the concept into vendibility of such visual language in contemporary consumer culture.