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  • Print publication year: 2019
  • Online publication date: October 2019

2 - Theorizing Affect in the Semiotic Landscape


This chapter addresses the question of how the study of affect in the semiotic landscape can be done in a theoretically coherent way that can lead to insightful analytical payoffs. The chapter outlines a theoretical framework that serves to provide a concrete theorization of Wissinger’s (2007) description of affect as socially ‘contagious energy’. The actual mechanisms by which affect is materialized, circulates and becomes ‘whipped up or dampened’ are systematically articulated.