The cash value of style in the Andean market
The cash value of style in the Andean market. In E.-X. Lee, K. M. Markman, V. Newdick, & T. Sakuma (Eds.
), SALSA 13: Texas Linguistic Forum vol. 49
. Austin, TX: Texas Linguistics Forum.
This paper examines code and style shifting during sales transactions based on two market case studies from highland Ecuador. Bringing together ideas of linguistic economy with work on stylistic variation and ethnohistorical research on Andean markets, I study bartering, market calls and sales pitches to show how sellers create stylistic performances distinguished by contrasts of code, register and poetic features. The interaction of the symbolic value of language with the economic values of the market presents a place to examine the relationship between discourse and the material world.