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A critical discourse analysis combined with framing analysis of four cases from consumer magazines \u2014 two advertisements and two editorial feature stories \u2014 reveals that a device heralded as 'revolutionary' was presented in fact using rhetoric that incorporated and legitimized traditional values, roles and practices such as capitalism. Any frames that potentially challenged existing social structures and power relationships were secondary and 'super-framed' by the reinforcing frames. <\/jats:p>","DOI":"10.1177\/1461444808100159","type":"journal-article","created":{"date-parts":[[2009,3,10]],"date-time":"2009-03-10T15:27:53Z","timestamp":1236698873000},"page":"31-52","source":"Crossref","is-referenced-by-count":13,"title":["Not so revolutionary after all: the role of reinforcing frames in US magazine discourse about microcomputers"],"prefix":"10.1177","volume":"11","author":[{"given":"Jean P.","family":"Kelly","sequence":"first","affiliation":[{"name":"Otterbein College, USA,"}]}],"member":"179","published-online":{"date-parts":[[2009,2,1]]},"reference":[{"key":"atypb1","unstructured":"Buttigieg, J. (1992) `Introduction', in A. Gramsci, Prison Notebooks, pp. i-ix. 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