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Multimodal Communication

Ed. by Norris, Sigrid

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Multimodality, Cognitive Poetics, and Genre: Reading Grady Hendrix’s novel Horrorstör

Alison Gibbons
  • Corresponding author
  • Department of English, Sheffield Hallam University, Owen Building City Campus Howard Street, Sheffield, South, Yorkshire S1 1WB, UK
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Published Online: 2016-04-21 | DOI: https://doi.org/10.1515/mc-2016-0008

Abstract

Quirk Books, the publisher of Grady Hendrix’s (2014, Horrorstör. Philadelphia: Quirk Books) Horrorstör, portray the novel on their website as “a traditional haunted house story” but also mention that it “comes conveniently packaged in the form of a retail catalog”. Such description points to two generic foundations: the horror novel, which is manifested primarily through the novel’s literary themes and linguistic style, and the retail catalogue, signalled chiefly through the novel’s multimodal design features. In this paper I argue that in order to account for Horrorstör both as literary experience and as “sly social commentary” (as Quirk books claim), consideration and analysis of genre is vital. The paper subsequently offers a cognitive stylistic approach to multimodal literary genre analysis. In doing so, it presents a reading of the novel as a literary artefact: as fiction and as commodity.

Keywords: genre; multimodal fiction; cognitive poetics; contemporary literature; stylistics

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About the article

Published Online: 2016-04-21

Published in Print: 2016-06-01


Citation Information: Multimodal Communication, Volume 5, Issue 1, Pages 15–29, ISSN (Online) 2230-6587, ISSN (Print) 2230-6579, DOI: https://doi.org/10.1515/mc-2016-0008.

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