Performing different forms of ‘sociable authenticity’ in five bakery shops in Sweden using the semla pastry as a prominent multimodal resource
Published online on June 13, 2024
Abstract
Visual Communication, Ahead of Print.
This article examines how five bakeries in a mid-sized Swedish town communicate with their (potential) customers using different forms of ‘authentic’ displays of the much-loved seasonal pastry, the semla (a particular type of Lenten bun). Authenticity is ...
This article examines how five bakeries in a mid-sized Swedish town communicate with their (potential) customers using different forms of ‘authentic’ displays of the much-loved seasonal pastry, the semla (a particular type of Lenten bun). Authenticity is ...