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Iram Amjad

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Open access Aug 2026

Reimagining Consumer Identity and Experience: A Social Semiotic Multimodal Discourse Analysis of Themed Restaurants Inspired by Popular Culture Narratives

This study employs multimodal discourse analysis to examine how restaurant adaptations inspired by popular culture narratives in the capital city of Pakistan, Islamabad, communicate and construct consumers’ identities and experience through visual and semiotic modes. The themed restaurants are approached as sites of me...

Iram Amjad · 0 citations

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