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This article investigates a class of social practices [Bourdieu 1977] as they take place somewhere between everyday actions and strictly defined rituals on the scale of semiotic codification. Juxtaposing methodologies of multimodal interaction analysis [Norris 2004] and visual ethnography, the author discusses a spiritualization of cultural tools [Wertsch 1998] and consequently a ritualization in social practice involving the Indian Aipan art. Ritualization of social actions, the main argument goes, is driven by a deliberate focus of social actors on the profane rather than on the sacred [Eliade 1959(1957) Eliade , Mircea 1959(1957) The Sacred and the Profane . New York : Harcourt . [Google Scholar]].
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