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‘Please Do not Stand over the Buddha’s Head (Pay Respect)’: Mediations of Tourist and Researcher Experience in Thailand

Andrew Jocuns, Ingrid de Saint-Georges, Nawasri Chonmahatrakul, Jantima Angkapanichkit


This paper examines signs mediating tourist experience in temples and heritage sites in Thailand, paying particular attention to how language is used on signs, the semiotic make-up of the signs, and the economy of discourses embedded within those signs. Utilizing a geosemiotic approach (Scollon and Scollon 2003), we show that the signs populating tourist spaces in Thailand not only address rather different audiences, but also index distinct orders of discourse (religious, commercial, informational, regulatory). We propose that signs mediate differently the landscape of Thai Buddhist temples for the local Thai audience and for non-Thai Western others, implying for each group not only different kinds of behaviours but also contrasted positions and identities. In that sense, we view signs in this tourist context observed as cultural tools for boundary production between Easterner and Westerner.


geosemiotics; mediation; Thailand; tourism; relational inquiry

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DOI: https://doi.org/10.7358/lcm-2015-001-jocu

Copyright (©) 2015 Lingue Culture Mediazioni - Languages Cultures Mediation (LCM Journal) – Editorial format and Graphical layout: copyright (©) LED Edizioni Universitarie


Call for papers Vol 11 (2024) No 1 - Discourses, Methods and Practices of Diversity, Equity, Inclusion and Belonging: Towards a Global Shared Framework
Edited by Dr. Paola Catenaccio (Università degli Studi di Milano) and Dr. Fadia Nordtveit (Springfield College)

Authors have to read through the Information for Authors and the Author guidelines carefully before beginning the submission process. 
Deadline for papers submission: January 15th, 2024
Request for revision following peer review: by April 15th, 2024
Final versione due by May 15th, 2024
Publication: by June 2024


Call for papers Vol 11 (2024) No 2: “The Language of War: Lexicon, Metaphor, Discourse”
Edited by Dr. Anna Anselmo (Università degli Studi di Ferrara), Prof. Kim Grego (Università degli Studi di Milano), and Prof. Andreas Musolff (University of East Anglia)

Authors have to read through the Information for Authors and the Author guidelines carefully before beginning the submission process.
Deadline for papers submission: June 10th, 2024
Request for revision following peer review: by September 10th, 2024
Final version due by October 10th, 2024
Publication: by December 2024


Lingue Culture Mediazioni - Languages Cultures Mediation
Registered by Tribunale di Milano (27/11/2013 n. 380)
Online ISSN 2421-0293 - Print ISSN 2284-1881

Dipartimento di Lingue, Letterature, Culture e Mediazioni  
Università degli Studi di Milano

Editors-in-Chief: Paola Catenaccio (Università degli Studi di Milano) - Giuliana Garzone (IULM, Milano)
Editorial Board: Marina Brambilla (Università degli Studi di Milano) - Maria Vittoria Calvi (Università degli Studi di Milano) -  Lidia Anna De Michelis (Università degli Studi di Milano) - Giovanni Garofalo (Università degli Studi di Bergamo) - Dino Gavinelli (Università degli Studi di Milano) - Antonella Ghersetti (Università di Venezia Ca’ Foscari) - Maria Grazia Guido (Università del Salento) - Elena Liverani (IULM, Milano) - Stefania Maci (Università degli Studi di Bergamo) - Andrea Maurizi (Università degli Studi di Milano Bicocca) - Chiara Molinari (Università degli Studi di Milano) - Stefano Ondelli (Università degli Studi di Trieste) - Davide Papotti (Università degli Studi di Parma) - Francesca Santulli (Università di Venezia Ca’ Foscari) - Girolamo Tessuto (Università degli Studi della Campania Luigi Vanvitelli) - Giovanni Turchetta (Università degli Studi di Milano) - Stefano Vicari (Università degli Studi di Genova)
International Scientific Committee: James Archibald (McGill University, Montreal) - Natalija G. Bragina (Institut Russkogo Jazyka im. A.S. Puškina; RSUH, Mosca) - Kristen Brustad (University of Texas at Austin) - Luciano Curreri (University of Liège) - Hugo de Burgh (University of Westminster) - Giuditta Caliendo (Université de Lille) - Giorgio Fabio Colombo (Nagoya University Graduate School of Law) - Daniel Dejica (Universitatea Politehnica Timisoara) - Anna De Fina (Georgetown University, USA) - Claudio Di Meola, (Sapienza Università di Roma) - Denis Ferraris (Sorbonne Nouvelle, Paris) - Lawrence Grossberg (University of North Carolina at Chapel Hill) - Stephen Gundle (University of Warwick) - Décio de Alencar Guzmán (Universidade Federal do Pará, Belém,  Brasile) - Matthias Heinz (Universität Salzburg) - Rosina Márquez-Reiter (The Open University) - Samir Marzouki (Université de Manouba à Tunis) - (John McLeod, University of Leeds) - Estrella Montolío Durán (Universitat de Barcelona) - M'bare N'gom (Morgan State University, Baltimore) - Christiane Nord (Magdeburg-Stendal University of Applied Sciences) - Daragh O'Connell (Cork University) - Roberto Perin (York University, Toronto) - Giovanni Rovere (Ruprecht-Karls-Universität Heidelberg) - Lara Ryazanova-Clarke (University of Edinburgh) - Françoise Sabban (École des Hautes Études en Sciences Sociales, Paris) - Kirk St.Amant (Louisiana Tech University, University of Limerick/University of Strasbourg) - Paul Sambre (Katholieke Universiteit Leuven) - Srikant Sarangi (Aalborg University) - Junji Tsuchiya (Waseda University, Tokyo) - Xu Shi (Zhejiang University)
Section editors: Maria Matilde Benzoni, Università degli Studi di Milano (Modern history) - Paola Cotta Ramusino, Università degli Studi di Milano (Russian linguistics and translation) - Mario de Benedittis, Università degli Studi di Milano (Sociology) - Kim Grego Università degli Studi di Milano (English linguistics and translation) - Giovanna Mapelli, Università degli Studi di Milano (Spanish linguistics and translation) - Bettina Mottura, University of Milan (Chinese studies) - Mauro Giacomo Novelli, Università degli Studi di Milano (Contemporary Italian literature and culture) - Letizia Osti, Università degli Studi di Milano (Arab studies) - Maria Cristina Paganoni, Università degli Studi di Milano (English linguistics and translation) - Giuseppe Sergio, Università degli Studi di Milano (Italian linguistics) - Virginia Sica, Università degli Studi di Milano (Japanese studies)

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