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.

Autorentext

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, Università 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 d Orléans, France.

Inhalt

Contents: Sandra Campagna/Giuliana Garzone/Cornelia Ilie/Elizabeth Rowley-Jolivet: Introduction - Paola Catenaccio: A Genre-Theory Approach to the Website: Some Preliminary Considerations - Alessandra Vicentini: Institutional Healthcare E-Brochures and Multilingualism Issues in the Recent Immigration Era in Italy (2007-2010) - Bettina Mottura: The Chinese Government Exploring Genres for Web-mediated Communication - Chiara Degano: Argumentative Genres on the Web: The Case of Two NGOs' Campaigns - Elizabeth Rowley-Jolivet: Open Science and the Re-purposing of Genre: An Analysis of Web-mediated Laboratory Protocols - Maristella Gatto: Centrifugal and Centripetal Forces in Web 2.0 Genres. The Case of Wikipedia - Enrico Grazzi: The Web as a Participatory Environment: Social Networks and 'Memes' from a Teacher's Perspective - Elisa Corino/Cristina Onesti: Agreement and Disagreement in Newsgroup Interaction - Giuliana Garzone: Where Do Web Genres Come from? The Case of Blogs - Sandra Campagna: Antagonizing the Editor: Speech-styles Variation in The Economist Reader Comments - Magorzata Sokó : Metadiscourse and the Construction of the Author's Voices in the Blogosphere: Academic Weblogs as a Form of Self-promotion - Giorgia Riboni: Twittering Away: Whole Foods Market and Conversational Marketing in 140 Characters - Maria Cristina Paganoni: Online Branding from Hybrid Ads to Corporate Twittering.