‘Are These Ones to Taste?’: Critical Moments in Persian Shops in Sydney
Service encounters are ubiquitous in everyday life whereby commodities and information are exchanged between service providers and customers. A service encounter is by nature a goal-oriented speech event. However, goals at service encounters are not simply limited to achieving business transactions. Rather, they incorporate a range of social and discursive practices. This study investigates potential and actual critical moments that occurred in a Persian shop in Sydney which impacted upon the participants’ social interactions. Using Mediated Discourse Analysis, the study provides theoretically informed explanations of the nature of the conflicts demonstrating how these conflicts between the shop-owners and their customers are variously magnified and what strategies the participants have employed to resolve them.
KeywordsCritical moment Site of engagement Mediated discourse analysis Mediational tools Semiotic resources
First and foremost, the author would like to acknowledge and express his gratitude to his late Principal Supervisor, Professor Christopher N. Candlin, who provided the support, encouragement and inspiration which enabled him to carry out this article. The author also wishes to extend his thanks to the shop-owners and their customers for their participation. This research forms part of the author’s doctoral thesis, which was conducted at Macquarie University. It was partially supported by an Australian Postgraduate Award scholarship.
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