This document discusses genres and their discoursal aspects in social interactions. It covers different topics related to genres discussed by Fairclough, including the structure and organization of texts, semantic relations between clauses, disembedding, Habermas's distinction between communicative and strategic action, and societal informalization. The document also discusses genre at different levels of abstraction, analyzing individual genres, their purposes and generic structures. It covers the social relations constituted by genres and how communication technologies have led to new genres. Overall, the document provides an overview of genres and their characteristics from linguistic and sociological perspectives.

1. Genres are the discoursal aspects of ways of acting
and interacting in the course of social events.

2. Continued…
 Different issues discuss by Fair clough
 Structure and organization of text , semantic relation
between clauses and sentences.
 Disembedding
 Habermas’s distinction between communicative and
strategic action
 Societal informalization

3. Genre and text
 The interdiscursive character of a text particular mix
of genres, discourses and style.
 Genres are realized in actional meanings and forms
of text discourses in representational meanings and
form.

4. Continued…
 Public sphere and dialogue
 ideology

5. Genres
 Genre can be defined on different level of
abstraction.
 Narrative is genre.
 Narrative, arguments , description and conversation
are genres at high level of abstraction
 Interview or reports are less abstract than narrative
and arguments.

6. Analyzing individual genres
 The individual genres or interaction(ethnographic,
interview , conversational narrative)
 What are people doing ?
 But here what are people doing discoursly…?

7. examples
 Attracting investment to Bakescaba

8. Continued…
 All genres are clearly purposive, clearly tired to
broadly recognized social purpose, this is not true of
all genres.
 What are the purpose of having chat with a friend?

9. Generic structure
 the way in which elements of a text are arranged
to match its purpose. This structure can be
observed by readers, and writers will use this
knowledge to structure their writing, depending
on their purpose. See discussion text,
explanation text, instruction text, narrative text,
recount text.

10. Continued…
 Standard call speech
 To create professional image
 Improve quality of processing
 Allows you to manage the call sequence and pace

11. SOCIAL RELATION
 Genres as form of interaction constitute particular
sort of social relation between interactants.
 Social relation are relations between social agents
which can be of different types; organization , groups
, individual.

12. Continued…
 Brown and Gilman suggested two dimension.
power
solidarity

13. COMMUNICATION
TECHLONOLOGY
 The communication between organization and
individual is high in bit social hierarchy(organization
tend to exercise power over individual) and social
distance organization operate on national ,regional
or global scales where individual occupy specific
locales)

14. Two way non-mediate
Face to face conversation

15. Two way mediated
Telephone or email

16. One way non- mediated
lecture

17. One way mediated
Radio , television , internet

18. Continued…
 The development of new communication
technologies goes along with the development of
new genres.

19. Dialogue and public sphere
 Informal conversation can be characterized in term
of an unconstrained alteration of speaker turn.
 For example research on language and gender,
there is unequal distribution of turn b/w women and
men.

20.  A general view of the generic structure of an
argument is that it combines three movies.
ground
warrants
claim

21.  The grounds are the premises of the arguments
 The warrant is what justifies the inference from the
ground to the claim
 Backing , which gives support to the warrant

22. example
 Globalization is often not giving goods to the south
(ground)
 Globalization will give the good if change in global an
national governance.(warrant)
 Globalization give the goods(backing)
 Change should be made in global and national
governance

23. Social research issue
 One issue in research on the transformation of new
capitalism is changes in legitimation.people are
concerned in social life, what they say or write
 The second issue is equivalence and difference.
Laclau and mouffe identify with respect to political
hegemony as the simultaneously operation of a …

24. Logical of
differences
Logic of
equivalence

25. Semantic relations
 Relation between sentence and clause

26. Higher level semantic relation
 Local semantic relation b/w clauses and sentences.
 ‘Global’ and ‘higher level semantics’ relations
stretches of the text or even whole text
 Example; problem-solution relation
 Many advertisements are built this relation…

27.  The needs attributed to the potential consumer the
solution is product.
 (dry skin is the problem and ‘A’ is the solution

28. Grammatical relation
 Semantic relation are realized in a range of
grammatical and lexical feature of text
 Parataxis; clauses are grammatically equal.
 Hypotaxis; Not equal clause
Coordinate conjunction
Subordinate conjunction

29. legitimation
 Number of strategies for legitimation.
 According to van leeuwen

30. authorization
• Legitimation by reference to the
authority of tradition , custom , law
etc
rationalization
• The utility of institutionalized action.

31. moral
• By reference to value system
mythopoesis
• Legimation conveyed through
native.

32. Types of exchange
• Customer; point of
guiness
• Bartender;ok coming up
Activity
exchange
• Bartender; how old are
you?
• Customer;22years
Knowledge
exchange

33. Speech function
 The primary speech function distinguished are
demand ,offer , question, statements.

34. Promotional culture
 Habermass rather account of relationship b/w
strategic and communicative action can be made
term of concept of promotion and the view of
contempory culture as "promotional culture”
 Wernick ,the range of cultural phenomena which at
least as one of their function serve to communicate a
promotional message has become virtually co-
extensive with our produced symbolic word.

35. THANK YOU
By Anum Shahzadie
To Doctor USMAN :)