Thomas Hestbæk Andersen

Social Semiotics: Key Figures, New Directions

Preface 1. Introduction 2. Christian Mathiessen 3. Jim Martin 4. Gunther Kress 5. Theo van Leeuwen 6. Jay Lemke 7. Central Themes

Hvorfor og hvordan ’betyder’ nethandel? Om blandingen af teksttyper i Zalandos netbutik

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.