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Drawing on Kress's notion of semiotic design, this paper engages with the issue of authenticity as semiotic processes in the margins of globalization, namely, Enshi, a rural minority area in Central China. Two cases are examined: Internet dialect rap and Tujia heritage tourism, both of which provide new semiotic opportunities during Enshi's processes of globalization as a margin. In both cases, authenticity is a salient imperative of identity making that involves strategic, complex processes of semiotic maneuvering that orients towards multi-scalar, polycentric systems of norm. The outcome of these is “inauthentic authenticity” – semiotic innovation and transformation for translocal mobility.

Inauthentic authenticity: Semiotic design and globalization in the margins of China