The Same Old Story: Uncovering Archetypal Narrative in ‘Real Home’ Magazine Features

in Stylistics and Social Cognition
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The role of linguistic style in the construction of shared meanings can be usefully explored through the analysis of the many media discourses today that represent, construct and ‘sell’ lifestyle concepts. Kress & Van Leeuwen (2001) have noted how, from a social semiotic point of view, lifestyle has become ‘the culturally dominating paradigm in the public domain’. In the marketing context, lifestyle is now seen as having largely replaced the traditional demographic segmentation based on class, age and gender (Vyncke, 2002). Lifestyle discourses have thus come increasingly to define how people see themselves and the social networks to which they belong.

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