Visual and Multimodal Research in Organization and Management Studies

13Multimodal Meaning-Making in Online Shopping

Increasingly many everyday practices and interactions are digitally ‘resemiotized’ (Iedema, 2001, 2003a), that is, adapted and transformed to suit online modes of communication. So all-encompassing is this tendency in contemporary society, and so fundamental is the change for humans in this digital age that the term ‘the digital turn’ has been coined (Westera, 2013). Digital systems and algorithms now structure and regulate many of the things we do, whether in organizations or as private citizens. They do so in new and non-negotiable ways, pre-determining what actions we can perform and how, and in the process creating a permanent record of everything we do, which can then be used to control the ...