COM Research Seminar: From the “Happy Few” to the “Happy Many”: A Social Semiotic Analysis of Luxury Branding Discourse in the Social Media

26 Oct 2021 (Tue)

On October 25, 2021, we held a research seminar with Dr. Esterina Nervino of City University of Hong Kong. Dr. Nervino holds a joint appointment in the Department of English and the Department of Marketing, and is engaged in interdisciplinary research in the areas of Social Semiotics, Multimodal Discourse Analysis, Corpus Linguistics, and ESP. In this seminar, she presented her research on social media discourse analysis of luxury brands such as Louis Vuitton and Burberry from the perspective of social semiotics. Her innovative way of combining qualitative and quantitative methods was very insightful and more than 40 participants, both offline and online, learned a lot from her presentation.