RT Journal Article SR Electronic(1) A1 Lou, Jackie Jia YR 2016 T1 Shop sign as monument: The discursive recontextualization of a neon sign JF Linguistic Landscape VO 2 IS 3 SP 211 OP 222 DO https://doi.org/10.1075/ll.2.3.01lou PB John Benjamins SN 2214-9953, AB Ethnographic studies of linguistic landscape have shed light on the complex processes in which signage is designed, created, perceived, and interpreted. This paper highlights the role of public discourse in such processes by tracing how the neon sign of a restaurant in Hong Kong ironically reached monumental status after its removal. Expanding the geosemiotic framework with the theory of recontexualization, it examines the shifting meanings of the sign as represented in four types of discourse, and suggests that it is their contradiction and divergence that has shaped the shop sign into an urban monument., UL https://www.jbe-platform.com/content/journals/10.1075/ll.2.3.01lou