Functionalization and informalization in the design of an online fashion shop

2021 ◽  
pp. 175048132110436
Author(s):  
Theo van Leeuwen ◽  
Morten Boeriis ◽  
Julia Rytter Dakwar
Keyword(s):  
Consumer Behaviour ◽  
Genre Theory ◽  
Functional Design ◽  
Multimodal Analysis

This paper presents a multimodal analysis of the design of an online fashion shop. Departing from systemic-functional genre theory, it analyses the functionality of the site, bringing out how it designs what sellers do to and for consumers and what the site does and does not enable consumers to do. Drawing on Joos’ analysis of (in)formality in language and Hall’s proxemics, the paper then analyses how the site conceals the power of its functional design by simulating informality and solidarity in a way that ultimately remains one-way and cannot be reciprocated. It finally argues that designs of consumer behaviour similar to that of the analysed site increasingly stand as a model for the digitization of other domains of practice, including education and research, so extending what Fairclough called the ‘marketization of discourse’ into these other domains.

Rule by law versus rule of law: A multimodal analysis of persuasion and legal ideologies in anti-corruption discourse in China

2021 ◽  
pp. 263497952110607
Author(s):  
Chuanyou Yuan ◽  
Yufei He ◽  
Yujie Liu
Keyword(s):  
Rule Of Law ◽  
Legal Education ◽  
Genre Theory ◽  
Genre Analysis ◽  
Rule By Law ◽  
Multimodal Analysis

The authors conduct a multimodal analysis of the anti-corruption discourse in China by employing the SFL genre theory and the SF-MDA approach. Anti-corruption discourse that popularizes the anti-corruption mechanism and educates the officials constitutes an important part of China’s anti-corruption campaign. This paper first presents a genre analysis of a corpus of 51 anti-corruption videos on the official public legal education website to examine how these videos are designed in their overall organization to achieve the persuasion purpose—alert officials to stay away from corruption. It is found that most anti-corruption videos are expositions that are embedded with different story genres and emphasize the negative consequence of corruption on one’s family. Using Multimodal Analysis Video software, the authors then analyze the different reader stances enacted through a range of multimodal resources in three representative anti-corruption videos. Based on the detailed multimodal analysis, the authors finally explain how the use of linguistic and visual resources in the videos realizes the underlying ideologies of rule by law and rule of law and future implications of this study.

Transnational adaptation: changing determinants of grocery store choice of German consumers in London

2016 ◽  
Vol 4 (1) ◽  
pp. 20-40
Author(s):  
Ines Oswald
Keyword(s):  
Urban Areas ◽  
Consumer Behaviour ◽  
Grocery Store ◽  
Grocery Stores ◽  
Retail Sector ◽  
Dynamic Nature ◽  
Store Choice ◽  
Large Numbers ◽  
Consumer Markets ◽  
Complex Matter

This paper investigates grocery store selection among Germans in Greater London compared to native UK residents. Since consumers hold so much power, the grocery retail sector is highly competitive. Additionally, understanding consumer behaviour in urban areas with large numbers of foreign nationals is a complex matter. As internationalisation continues borders are becoming increasingly blurred. Therefore, it is crucial for managers of grocery stores to understand potential cultural differences in terms of store choice. The survey examined the changes, if any, in store choice determinants among Germans living in Greater London compared retrospectively to when they were living in Germany. To provide a comparison, a small group of native UK consumers were also surveyed. The resulting comparison revealed some significant differences and changes in grocery store selection over time. These findings are also likely to be useful for managers in the grocery retail sector when addressing the dynamic nature of transnational mobile and connected consumer markets.

Embodied displacements in young German children’s storytelling

2019 ◽  
Vol 3 (1-2) ◽  
pp. 168-195 ◽  
Author(s):  
Vivien Heller
Keyword(s):  
Picture Book ◽  
Book Reading ◽  
Lexical Resources ◽  
Narrative Space ◽  
Multimodal Analysis ◽  
Different Types ◽  
German Speaking ◽  
Picture Book Reading ◽  
The Given

This paper is concerned with embodied processes of joint imagination in young children’s narrative interactions. Based on Karl Bühler’s notion of ‘deixis in the imagination’, it examines in detail how a 19-month-old German-speaking child, engaged in picture book reading with his mother, brings about different subtypes of deixis in the imagination by either ‘displacing’ what is absent into the given order of perception (e.g. by using the hand as a token for an object) or displacing his origo to an imagined space (e.g. by kinaesthetically aligning his body with an imagined body and animating his movements). Drawing on multimodal analysis and the concept of layering in interaction, the study analyses the ways in which the picture book as well as deictic, depictive, vocal and lexical resources are coordinated to evoke a narrative space, co-enact the storybook character’s experiences and produce reciprocal affect displays. Findings demonstrate that different types of displacement are in play quite early in childhood; displacements in the dimension of space and person are produced through layerings of spaces, voices and bodies.

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