01122nas a2200145   4500008004100000022001300041245004500054210004400099300001400143490000700157520068000164100003100844700002900875856007200904       2017                        eng d  a2211695800aGenre crash: The case of online shopping0 aGenre crash The case of online shopping  a191 - 2030 v203 a<p>Departing from systemic-functional studies of the genre of face to face shopping, the paper provides a cartography of an online fashion shopping site, showing how it consists of an array of micro genres (themselves hybrids of genres such as advertisements, fashion spreads, lifestyle magazine articles and Instagram style social media photography) which can be navigated in different ways, yet always connect to purchase options. Multimodally, online fashion shopping entextualizes face to face fashion shopping and in the process transduces embodied modes of communication into text and image, relying a great deal more on language than its face to face equivalent.</p>
1 aAndersen, Thomas, Hestbæk1 avan Leeuwen, Theo, Jacob  uhttps://www.sciencedirect.com/science/article/pii/S2211695816301933