期刊名称：MedieKultur : Journal of Media and Communication Research
电子版ISSN：1901-9726
出版年度：2018
卷号：34
期号：64
页码：27-27
DOI：10.7146/mediekultur.v34i64.25012
语种：Danish
出版社：Sammenslutningen af Medieforskere i Danmark (SMID)
摘要：Shopping is one of the many everyday activities which are increasingly digitally remediated. This not only transforms the high streets of our villages and towns, but also the way customers and retailers interact, the way retailers present goods to customers, the way customers can examine goods, and the perceived and real risks customers are exposed to. Goods that can be touched and handled in markets and brick-&-mortar shops must now be inspected and selected by means of words and images, which presupposes linguistic and visual literacies. In this article, we shall analyse Zalando’s use of multimodal resources and show how a number of different registers intertwine, and we shall point to the increasing importance of language. The text analysis shall be related to findings from eye-tracking research and to findings from marketing studies, so spearheading new bridges between different approaches to the study of online shopping.
其他摘要：Shopping is one of the many everyday activities that are increasingly digitally remediated. This not only transforms the high streets of our villages and towns, but also the way customers and retailers interact, the way retailers present goods to customers, the way customers can examine goods, and the perceived and real risks customers are exposed to. Goods that can be touched and handled in markets and brick-&-mortar shops must now be inspected and selected by means of words and images, which presupposes linguistic and visual literacies. This article centres on an analysis of Zalando’s use of multimodal resources, and it shows how different registers intertwine. Also, it points to an increasing importance of language and it suggests that online shopping may in fact be less multimodal than face to face shopping, requiring linguistic skills and literacies not everyone possesses. The text analysis is related to findings from eye-tracking research and to findings from marketing studies, and thus bridges between different approaches to the study of online shopping.
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