This volume explores discourse genres in Web-mediated communication, and in particular it deals with genre change and evolution under the pressure of technological renewal and the availability of new affordances, focusing on a variety of discursive practices including those that emerge from Web 2.0 platforms.
This volume explores genres in Web-mediated communication in a discourse-analytical perspective, focusing in particular on genre change and evolution under the pressure of technological renewal, the availability of new affordances, and the consequent emergence of new generic conventions that challenge traditional genre theory. The chapters are organised in an ideal progression from websites and more traditional Web applications to Web 2.0 communicative platforms, characterised as they are by user participation and user-generated content, focusing in the final section on blogging and microblogging as the applications that are most representative of the properties of the new platforms. In all chapters the starting point is an awareness of the need to renew or adapt existing analytical tools to make them applicable to the new objects of investigation.
| Introduction |
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9 | (18) |
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A Genre-Theory Approach to the Website: Some Preliminary Considerations |
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27 | (26) |
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Institutional Healthcare E-Brochures and Multilingualism Issues in the Recent Immigration Era in Italy (2007-2010) |
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53 | (24) |
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The Chinese Government Exploring Genres for Web-mediated Communication |
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77 | (20) |
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Argumentative Genres on the Web: The Case of Two NGOs' Campaigns |
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97 | (30) |
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Open Science and the Re-purposing of Genre: An Analysis of Web-mediated Laboratory Protocols |
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127 | (24) |
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Centrifugal and Centripetal Forces in Web 2.0 Genres. The Case of Wikipedia |
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151 | (24) |
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The Web as a Participatory Environment: Social Networks and `Memes' from a Teacher's Perspective |
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175 | (22) |
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Agreement and Disagreement in Newsgroup Interaction |
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197 | (20) |
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Exploring The Blogosphere |
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Where Do Web Genres Come from? The Case of Blogs |
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217 | (26) |
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Antagonizing the Editor: Speech-styles Variation in The Economist Reader Comments |
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243 | (22) |
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Metadiscourse and the Construction of the Author's Voices in the Blogosphere: Academic Weblogs as a Form of Self-promotion |
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265 | (24) |
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Twittering Away: Whole Foods Market and Conversational Marketing in 140 Characters |
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289 | (22) |
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Online Branding from Hybrid Ads to Corporate Twittering |
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311 | (20) |
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| Notes on Contributors |
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Sandra Campagna is an Associate Professor of English Language, Linguistics and Translation at the Faculty of Economics of the University of Torino, Italy. Giuliana Garzone is Professor of English Language, Linguistics and Translation in the Department of Studies in Language Mediation and Intercultural Communication, Universitą degli Studi di Milano, Italy. Cornelia Ilie is Professor of English Linguistics in the Department of Language and Linguistics, Faculty of Culture and Society, Malmö University, Sweden. Elizabeth Rowley-Jolivet is a member of the Laboratoire Ligérien de Linguistique, Université dOrléans, France.
