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The Sign, Beyond the signal: How the State, Small Businesses and a Frog Participated in Labelling in the Home Retrofit Market

Abstract : This chapter examines the semiotic devices involved in the construction of label signs. It draws on the history of a French label implemented in the construction sector in 2011 so as to enable the identification of small businesses providing good quality services in the home renovation market. The chapter focuses on the modalities of situated presence of the label as a name, as an acronym and as a logo engaged in market transactions and in the discourse of professionals and political actors. It follows the mobilization of these linguistic and graphic devices as the label transforms across time. The chapter illustrates the importance of articulating different modalities of signifying—providing market signal but also conveying messages in market scenes or emblematizing the intervention of specific actors in the market—to understand the agency of labels, and opens a reflection on the way a label can enact the visibility of the State in the market.
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https://hal-ensta-bretagne.archives-ouvertes.fr/hal-03079632
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Submitted on : Thursday, December 17, 2020 - 12:05:08 PM
Last modification on : Saturday, October 22, 2022 - 5:16:08 AM

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Alexandre Mallard, Jean Frances, Aurelie Tricoire. The Sign, Beyond the signal: How the State, Small Businesses and a Frog Participated in Labelling in the Home Retrofit Market. Brice Laurent & Alexandre Mallard. Labelling the Economy. Qualities and Values in Contemporary Markets, Palgrave MacMillan,, pp.151-183, 2020, 978-981-15-1497-5. ⟨10.1007/978-981-15-1498-2_6⟩. ⟨hal-03079632⟩

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