Selling the 'Indie taste': A social semiotic analysis of Frankie Magazine

Research output: Chapter in Book/Report/Conference proceedingChapter


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.
Original languageEnglish
Title of host publicationCritical Multimodal Studies of Popular Culture
EditorsEmilia Djonov, Sumin Zhao
Place of PublicationUnited Kingdom
Number of pages17
ISBN (Electronic)9780203104286
ISBN (Print)9780415624718, 9781138210530
Publication statusPublished - 2014

Publication series

NameRoutledge Studies in Multimodality


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