The first sub project focuses on retail, investigating buying and selling encounters in face-to-face interactions as well as in online environments with the aim of providing empirical descriptions of how the interaction between buyers and sellers is multimodally realised in both types of environments.
Using an ethnomethodological multimodal conversation analytical approach, this project aims to examine how buyers and sellers use multimodal resources in face-to-face encounters. Furthermore, the project explores the possibilities of including a multimodal social semiotic approach to investigate how such resources are resemiotised when retail becomes an online activity.