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The text or text colony under discussion represents a typical structure widely used in the glossy women’s magazines studied, regularly characterized by the use of structural stereotypes echoed in the repetitive patterns on the level of the macrostructures.

Whereas the microstructural stereotypes facilitate quick and effective reading and help the reader to become easily oriented in the text and the magazine as a whole, the stereotypical recurrence of macrostructures and superstructures either seems to reflect conventional scripts or may eventually build new ones and thus shape readers’ beliefs, norms and attitudes.

Despite the formally discontinuous text colony structure of the magazine and its articles, the interplay of the cohesive effect of structural stereotypes and the stereotypical recurrence of macrostructures and superstructures lends the discourse a sense of unity.

The multiple functions simultaneously performed by this complex of recurrences make stereotyping a highly effective communication strategy.

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