From Linguistic Landscape to Semiotic Assemblages in a Local Market

Abstract Landscape can be seen as a set of signs, landscape is foreground rather than background, and signs are semiotic items rather than just forms of public signage (Pennycook 2021), therefore the present research moves away from the traditional, text-centred approach of landscape analysis in order to examine not only the linguistic signs but the non-linguistic elements as artefacts, which take place in the brand identity construction of a local small and medium-sized enterprise (SME). The article argues that these elements as assembling artefacts become parts of semiotic assemblages inhabiting the space and represent a key feature of brand identity construction with a focus on the commodification of languages, cultures, and identities. The data consist of observation notes, photographs, and interviews obtained from an ethnographic fieldwork in Sfântu Gheorghe, Romania. The analysis presents a case study based on the concept of semiotic assemblages. The assemblage of linguistic and other resources, such as the smell of smoked meat products, the tune of Szekler folk songs, together with assembling artefacts such as sausages and other Szekler products attract customers to participate in meaning making. The effects generated by an assemblage have the ability to make something happen, in our case attract customers to SMEs.