This chapter examines the ways in which a popular Australian independent women’s magazine titled frankie distinguishes itself from mainstream women’s glossies by commodifying the ‘taste’ of anti-consumerist independent culture. In particular, it analyses the multimodal discursive resoursces frankie employs, including tactile texture, visual modality, evaluative language, and genre (contextual metaphor) in creating the ‘indie taste’ and in resolving the ‘indie culture paradox’—to sell products without seemingly promoting any ostentatious consumption. Based on the analysis, the chapter argues that the key strategy frankie uses to mask its consumerist nature is allowing multiple ‘consumptions’—that of semiotic artefacts, of culture and of consumer goods—in a single discursive space.
|Title of host publication||Critical Multimodal Studies of Popular Culture|
|Editors||Emilia Djonov, Sumin Zhao|
|Place of Publication||United Kingdom|
|Number of pages||17|
|ISBN (Print)||9780415624718, 9781138210530|
|Publication status||Published - 2014|
|Name||Routledge Studies in Multimodality|