Commodification of misinformation: A multimodal analysis of conspiracy-themed T-shirts
Commodification of misinformation: A multimodal analysis of conspiracy-themed T-shirts

Summary/Abstract: This study explores conspiracy-themed T-shirts as multimodal artefacts that disseminate conspiratorial narratives. A corpus of 70 T-shirts sourced from Etsy is analysed addressing three research questions: the linguistic and visual characteristics of multimodal coherence, the emotional responses triggered by language and design, and the types of arguments embedded in the verbal and non-verbal elements. Relying on the multi-level model for multimodal coherence as presented by Stöckl (2019), the analysis examines how visual and textual elements on T-shirts interact to shape meanings, evoke emotions, and convey arguments. The findings highlight the perceptual dominance of the visual component in T-shirt designs, yet underscore the anchoring role of text in leading the conspiratorial line of reasoning and shaping audience interpretation. Additionally, comments are made on the role of intertextual references and typographic conventions. Above all, concentrating on the genre of T-shirts, this research contributes to broader discussions on multimodal communication, and it stresses the significance of these everyday consumer items as potent tools for commodifying misinformation and fostering distrust in institutions.

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