Functionalization and informalization in the design of an online fashion shop

This paper presents a multimodal analysis of the design an online fashion shop. Departing from systemic-functional genre theory, it analyses functionality site, bringing out how designs what sellers do to and for consumers site does not enable do. Drawing on Joos’ (in)formality in language Hall’s proxemics, then conceals power its functional by simulating informality solidarity way that ultimately remains one-way cannot be reciprocated. It finally argues consumer behaviour similar analysed increasingly stand as model digitization other domains practice, including education research, so extending Fairclough called ‘marketization discourse’ into these domains.