Exploring Multimodal Intersubjective Stance in the Linguistic Landscape of a Danish University

This article focuses on investigating multimodal signage in a Danish organizational linguistic landscape. We report on the signage study of an indoor university site primarily used by students but open to the public. To identify multimodal means by which sign owners communicate intersubjective stance, the study primarily explores signs targeting students. The stance-taking exploration centres on multimodal dialogic engagement and disengagement strategies. This study shows how consistent usage of multimodal linking strategies reinforce the persuasive messages displayed in the signage. Thus, the study complements and extends previous research on linguistic landscapes by providing novel insights related to multimodal strategies of dialogic engagement and disengagement of signage.