CCT300 – Critical Analysis of Media

CCT300 – Labs

New media genres

Week 3

What is a genre?

• The word The word genregenre comes from the French (and originally comes from the French (and originally Latin) word for 'kind' or 'class'. The term is widely used Latin) word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory, and more in rhetoric, literary theory, media theory, and more recently linguistics, to refer to a distinctive recently linguistics, to refer to a distinctive typetype of of 'text'*.'text'*.

• Conventional definitions of genres tend to be based on Conventional definitions of genres tend to be based on the notion that they constitute particular conventions of the notion that they constitute particular conventions of content (such as themes or settings) and/or form content (such as themes or settings) and/or form (including structure and style) which are shared by the (including structure and style) which are shared by the texts which are regarded as belonging to them. texts which are regarded as belonging to them. (Chandler)(Chandler)

What is a genre?

Genres are groups of texts that have specific Genres are groups of texts that have specific features, specific purposes, and inspire (or create) features, specific purposes, and inspire (or create) certain types of action. certain types of action.

Genres often have particular sets of “rules” or Genres often have particular sets of “rules” or expectations for form, presentation, or content expectations for form, presentation, or content attached to them. attached to them.

It’s difficult to define genre exactly or to be able to It’s difficult to define genre exactly or to be able to rigidly assign texts as “belonging” to a particular rigidly assign texts as “belonging” to a particular genre, although plenty of people have tried. genre, although plenty of people have tried.

Genres and systems

Genres can be seen as systems; Genres can be seen as systems; different genres interact with and different genres interact with and influence each other.influence each other.

Sometimes one genre incorporates Sometimes one genre incorporates another, or multiple genres can be seen another, or multiple genres can be seen at work in one text. at work in one text.

Genres are dynamic

Genres change over time; they are Genres change over time; they are dynamic, adapting to different groups, dynamic, adapting to different groups, media, and purposes. media, and purposes.

Genres can be re-purposed as the Genres can be re-purposed as the needs of people and groups change, or needs of people and groups change, or as society changes the way in which it as society changes the way in which it uses information technologies. uses information technologies.

Genres inspire social action

Genres come from and inspire social Genres come from and inspire social action and are intertwined with the needs action and are intertwined with the needs and values of cultures and social groups. and values of cultures and social groups.

Classifying genres can be difficult, but Classifying genres can be difficult, but generic analysis can be useful in helping generic analysis can be useful in helping us understand how texts work and what us understand how texts work and what kinds of actions they inspire.kinds of actions they inspire.

A summary of ideas about genreCarolyn Miller’s 1984 essay on "genre as Carolyn Miller’s 1984 essay on "genre as

social action” identifies five specific features social action” identifies five specific features of genre common to writing. Genre is: of genre common to writing. Genre is:

1.1.comprised of categories of discourse resulting comprised of categories of discourse resulting from social action;from social action;

2.2.rule-governed to some degree;rule-governed to some degree;3.3.distinguishable from form;distinguishable from form;4.4.constitutive of culture;constitutive of culture;5.5.a mediating force between the individual and a mediating force between the individual and

society. (36-37)society. (36-37)

What are important aspects of genre that we can consider?

PurposePurpose

Content/subject matterContent/subject matter

Textual features and conventionsTextual features and conventions

Format and design conventionsFormat and design conventions

MediumMedium

Audience (real and constructed) and their Audience (real and constructed) and their expectationsexpectations

Cultural and social backgroundCultural and social background

How can genre analysis help us

understand business communication?Identifying textual featuresIdentifying textual features

Understanding audience needs and expectationsUnderstanding audience needs and expectations

Understanding conventions for design and contentUnderstanding conventions for design and content

Knowing appropriate style and toneKnowing appropriate style and tone

Having a pre-made structureHaving a pre-made structure

Expecting actions and changeExpecting actions and change

Analyzing and understanding how to make writing effectiveAnalyzing and understanding how to make writing effective

Ways of Classifying Genres

We can classify texts as belong to a genre in We can classify texts as belong to a genre in different ways:different ways:

By subject matter (management books, self-help By subject matter (management books, self-help books)books)

By type of text (letters, memos, speeches)By type of text (letters, memos, speeches)

By medium (written, oral, mixed communication)By medium (written, oral, mixed communication)

Classifying Business Communication

Business communication texts normally Business communication texts normally classify genres:classify genres:

First by mediumFirst by medium

Second by type of textSecond by type of text

Finally by subject matter. Finally by subject matter.

Media in Communication

Three types of media:Three types of media:

Written (conveyed in writing)Written (conveyed in writing)

Oral (spoken)Oral (spoken)

Mixed (contains features of both oral and written Mixed (contains features of both oral and written communication)communication)

Written Communication

LettersLetters

EmailEmail

MemosMemos

ReportsReports

White PapersWhite Papers

Feasibility StudiesFeasibility Studies

InformationalInformational

PersuasivePersuasive

Promotional MaterialsPromotional Materials

BrochuresBrochures

Advertising copyAdvertising copy

Web sitesWeb sites

DocumentationDocumentation

PowerPoint presentationsPowerPoint presentations

ApplicationsApplications

Employment documentsEmployment documents

Oral Communication

Phone callsPhone calls

MeetingsMeetings

SpeechesSpeeches

ConversationsConversations

• PresentationsPresentations

• Audio/video recordingsAudio/video recordings

Mixed Communication

• The iPhoneThe iPhone

• Instant MessagesInstant Messages

• Web sites that contain audio and videoWeb sites that contain audio and video

• PowerPoint presentations that contain media clipsPowerPoint presentations that contain media clips

• Performance evaluations (written plus a meeting)Performance evaluations (written plus a meeting)

Conducting a genre analysis• Choose two application or two games from the following list:Choose two application or two games from the following list:

• http://itunes.apple.com/us/genre/mobile-software-applications/id36?mt=8

• Analyze purpose and audienceAnalyze purpose and audience

• Note similar features (content, presentation, design)Note similar features (content, presentation, design)

• Be sure to answer the following questions:Be sure to answer the following questions:

– In what ways do they differ? In what ways do they differ?

– Look at the information contained within the descriptions. How does this information Look at the information contained within the descriptions. How does this information differ? Is there information given or omitted? What areas are explained in detail and differ? Is there information given or omitted? What areas are explained in detail and which are brushed over?which are brushed over?

– What is the genre of each game/app? What is the genre of each game/app?

– What discourse community was each app/game created for?What discourse community was each app/game created for?

– Why do you think these conventions are in place for these particular genres?Why do you think these conventions are in place for these particular genres?

– What can you extrapolate about the types of audiences and knowledge bases these What can you extrapolate about the types of audiences and knowledge bases these app/games were designed for? app/games were designed for?

• Based on your genre analysis, do you recommend that each of the games/apps you Based on your genre analysis, do you recommend that each of the games/apps you have looked into belong in its genre? If not , recommend or create one.have looked into belong in its genre? If not , recommend or create one.

References

• Kress, G., & Van Leeuwen, T. (1996). Kress, G., & Van Leeuwen, T. (1996). Multimodal discourse. London: Multimodal discourse. London: Routledge.Routledge.

• Manovich, L. (2001). Manovich, L. (2001). The language of new media. Cambridge, MA: MIT The language of new media. Cambridge, MA: MIT Press.Press.

• Schirato, T & Yell, S 1996, Schirato, T & Yell, S 1996, Communication and cultural literacy: an Communication and cultural literacy: an introductionintroduction, Allen & Unwin, St Leonards. , Allen & Unwin, St Leonards.

• Shiels, M 2008, 'Obama uses iPhone to win support', BBC News, 3 October, Shiels, M 2008, 'Obama uses iPhone to win support', BBC News, 3 October, viewed 16 June 2009.viewed 16 June 2009.URL: URL: http://news.bbc.co.uk/2/hi/technology/7649753.stm

• Walsh, M 2006, 'The textual shift: examining the reading process with Walsh, M 2006, 'The textual shift: examining the reading process with print, visual, and multimodal texts', print, visual, and multimodal texts', Australian Journal of Language and Australian Journal of Language and LiteracyLiteracy, vol. 29. no. 1, pp. 24-37., vol. 29. no. 1, pp. 24-37.