CCT300 – Critical Analysis of Media CCT300 – Labs New media genres Week 3

What is a genre? The word genre comes from the French (and originally Latin) word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory, and more recently linguistics, to refer to a distinctive type of 'text'*.The word genre comes from the French (and originally Latin) word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory, and more recently linguistics, to refer to a distinctive type of 'text'*. Conventional definitions of genres tend to be based on the notion that they constitute particular conventions of content (such as themes or settings) and/or form (including structure and style) which are shared by the texts which are regarded as belonging to them. (Chandler)Conventional definitions of genres tend to be based on the notion that they constitute particular conventions of content (such as themes or settings) and/or form (including structure and style) which are shared by the texts which are regarded as belonging to them. (Chandler)

What is a genre? Genres are groups of texts that have specific features, specific purposes, and inspire (or create) certain types of action. Genres often have particular sets of “rules” or expectations for form, presentation, or content attached to them. It’s difficult to define genre exactly or to be able to rigidly assign texts as “belonging” to a particular genre, although plenty of people have tried.

Genres and systems Genres can be seen as systems; different genres interact with and influence each other. Sometimes one genre incorporates another, or multiple genres can be seen at work in one text.

Genres are dynamic Genres change over time; they are dynamic, adapting to different groups, media, and purposes. Genres can be re-purposed as the needs of people and groups change, or as society changes the way in which it uses information technologies.

Genres inspire social action Genres come from and inspire social action and are intertwined with the needs and values of cultures and social groups. Classifying genres can be difficult, but generic analysis can be useful in helping us understand how texts work and what kinds of actions they inspire.

A summary of ideas about genre Carolyn Miller’s 1984 essay on "genre as social action” identifies five specific features of genre common to writing. Genre is: 1.comprised of categories of discourse resulting from social action; 2.rule-governed to some degree; 3.distinguishable from form; 4.constitutive of culture; 5.a mediating force between the individual and society. (36-37)

What are important aspects of genre that we can consider? Purpose Content/subject matter Textual features and conventions Format and design conventions Medium Audience (real and constructed) and their expectations Cultural and social background

How can genre analysis help us understand business communication? Identifying textual features Understanding audience needs and expectations Understanding conventions for design and content Knowing appropriate style and tone Having a pre-made structure Expecting actions and change Analyzing and understanding how to make writing effective

Ways of Classifying Genres We can classify texts as belong to a genre in different ways: By subject matter (management books, self-help books) By type of text (letters, memos, speeches) By medium (written, oral, mixed communication)

Classifying Business Communication Business communication texts normally classify genres: First by medium Second by type of text Finally by subject matter.

Media in Communication Three types of media: Written (conveyed in writing) Oral (spoken) Mixed (contains features of both oral and written communication)

Written Communication Letters MemosReports White Papers Feasibility Studies InformationalPersuasive Promotional Materials Brochures Advertising copy Web sites Documentation PowerPoint presentations Applications Employment documents

Oral Communication Phone calls MeetingsSpeechesConversationsPresentations Audio/video recordings

Mixed Communication The iPhone Instant Messages Web sites that contain audio and video PowerPoint presentations that contain media clips Performance evaluations (written plus a meeting)

Conducting a genre analysis Choose two application or two games from the following list: Analyze purpose and audience Note similar features (content, presentation, design) Be sure to answer the following questions: In what ways do they differ? 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 which are brushed over? What is the genre of each game/app? What discourse community was each app/game created for? 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 app/games were designed for? 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.

References Kress, G., & Van Leeuwen, T. (1996). Multimodal discourse. London: Routledge. Manovich, L. (2001). The language of new media. Cambridge, MA: MIT Press. Schirato, T & Yell, S 1996, Communication and cultural literacy: an introduction, Allen & Unwin, St Leonards. Shiels, M 2008, 'Obama uses iPhone to win support', BBC News, 3 October, viewed 16 June URL: Walsh, M 2006, 'The textual shift: examining the reading process with print, visual, and multimodal texts', Australian Journal of Language and Literacy, vol. 29. no. 1, pp