<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive, and unified by a common communication goal(s). The website is viewed as a discourse colony consisting of independent but related components realized in an array of subgenres, some of which are typical of the academic/institutional environment while others come from different discourse domains and are employed as embedded genres. The paper focuses on the blog as an embedded genre, its forms and functions within university websites, and particularly on its potentially multimodal character, i.e. the interplay of the verbal content of the blog and the non-verbal elements, esp. photographs, which co-create the producer’s message to the addressee. Drawing upon the recently developed field of multimodal discourse analysis within Hallidayan Systemic Functional Linguistics, particularly Martinec and Salway’s model, the paper explores the level to which the modes are integrated and the ways they contribute to meaningmaking in the genre.</p></abstract>

The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive, and unified by a common communication goal(s). The website is viewed as a discourse colony consisting of independent but related components realized in an array of subgenres, some of which are typical of the academic/institutional environment while others come from different discourse domains and are employed as embedded genres. The paper focuses on the blog as an embedded genre, its forms and functions within university websites, and particularly on its potentially multimodal character, i.e. the interplay of the verbal content of the blog and the non-verbal elements, esp. photographs, which co-create the producer’s message to the addressee. Drawing upon the recently developed field of multimodal discourse analysis within Hallidayan Systemic Functional Linguistics, particularly Martinec and Salway’s model, the paper explores the level to which the modes are integrated and the ways they contribute to meaningmaking in the genre.

“And this is the view from outside my window”: On text and image interplay in university website blogs

Topics in Linguistics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The paper focuses on the institutional website as a complex genre with a relatively discontinuous inner structure, which is, however, coherent and cohesive,...

“And this is the view from outside my window”: On text and image interplay in university website blogs

Published Online: Dec 29, 2017

Page range: 81 - 93

DOI: https://doi.org/10.1515/topling-2017-0012

Keywords
institutional discourse, university website, discourse colony, genre set, blog, genre embedding, multimodality, text-image interplay

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

“And this is the view from outside my window”: On text and image interplay in university website blogs

Published Online: Dec 29, 2017

Page range: 81 - 93

DOI: https://doi.org/10.1515/topling-2017-0012

Keywordsinstitutional discourse, university website, discourse colony, genre set, blog, genre embedding, multimodality, text-image interplay

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
institutional discourse, university website, discourse colony, genre set, blog, genre embedding, multimodality, text-image interplay