Abstract
Since the early 2000s, post-structural semiotics of the Greimasian tradition have gained considerable strength in the analysis of social practices. The objective of this contribution is to present and implement these new tools and proposals from contemporary semiotics through a case study: the analysis of the customer experience of a Las Vegas fast-food restaurant, where junk food and other nonconformist practices are set up as a system. The analysis will focus on both the activities performed in the restaurant and the intimate experience of food intake. Semiotics of practices, narrative semiotics, and tensive semiotics will be applied to this end, as well as to postulate that the customers of the restaurant unwillingly come to manifest an insolent and individualistic form of life. More generally, this article aims to show how contemporary post-Greimasian semiotics can serve as a methodological framework for the analysis of social practices of any kind.
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