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Are Automated Genres     Still Genres? Clay Spinuzzi                University of Texas at Austin               clay.spinu...
• (firstname) (lastname) is  (adjective). (pronoun) (verb)  the (noun).• Going to watch (movie  name), (firstname)  (lastn...
Genre as Social• North American Genre Theory• Rhetorical Genre Studies (RGS; Artemeva,  Freedman, Schryer, Smart)• Writing...
“Regulated resources refer toknowledge, skills, and languagebehaviors that are recognizedand required by a field orprofess...
Spinuzzi, C. (2010). Secret sauce and snake oil: Writing monthlyreports in a highly contingent environment. Written Commun...
Search Engine              Optimization “Search engine optimization (SEO) is the process ofimproving the volume or quality...
http://arstechnica.com/tech-policy/news/2009/08/hidden-gay-s
Projects at SemoptcoLaunch: Kick off campaign, examine needs, formulate keywordsand goals, plan goals. • Account manager a...
Competitors table         Social bookmarks      Action Items in    Semoptcos monthly           “Report cards”          rep...
 Voices and Choices                            • Operational Choices                            o   Operational Discretion...
(Authorial Discretion)Authoritative Voices
Unofficial                 Competitors table   Social bookmarks   genres                  Action Items inOfficial genres S...
Official               Unofficial                  SourceMonologic (one logic or Dialogic (Many logics or                 ...
(Operational discretion)Operational Choices
Self-Programmable      Generic (High Operational (Low Operational     Discretion)      Discretion)  Competitors table   So...
“Self-programmable labor has theautonomous capacity to focus on thegoal assigned to it in the process ofproduction, find t...
“... tasks that are little valued, yetnecessary, are assigned to genericlabor, eventually replaced bymachines, or shifted ...
Generic              Self-Programmable                 Source      Low-skilled                 Multiskilled          Caste...
Genre Development Across TwoDimensions
Self-programmable                        Generic                                                   Social bookmarks (2010)...
Integrated writersIntegrated writingThe integration of distributed work(With Eva-Maria Jakobs, University of Aachen)Implic...
Integrated writers• “professionals-who-write” rather than  professional writers• writing is seen as less important and  un...
Integrated writing• products are customized for specific  customers through textual information to  create specific value ...
Integration of        distributed work• tying together distributed, disparate people  and systems so that information can ...
Integrating work…… involves rapidly developing genres, especiallyautomated genres, to perform that integration.
Questions?
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
Genre 2012  are automated genres still genres
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Genre 2012 are automated genres still genres

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My Genre 2012 presentation on genre development in partially automated environments.

Published in: Technology, Design

Genre 2012 are automated genres still genres

  1. 1. Are Automated Genres Still Genres? Clay Spinuzzi University of Texas at Austin clay.spinuzzi@mail.utexas.edu Twitter: @spinuzzi
  2. 2. • (firstname) (lastname) is (adjective). (pronoun) (verb) the (noun).• Going to watch (movie name), (firstname) (lastname) r u ready?• (firstname) (lastname) thinks Im (noun) and (noun).
  3. 3. Genre as Social• North American Genre Theory• Rhetorical Genre Studies (RGS; Artemeva, Freedman, Schryer, Smart)• Writing, Activity and Genre Research (WAGR; Russell)
  4. 4. “Regulated resources refer toknowledge, skills, and languagebehaviors that are recognizedand required by a field orprofession. Regularizedresources ... refer to strategiesthat emerge from practicesituations and are more tacit.” Schryer and Spoel (2005, p.250)
  5. 5. Spinuzzi, C. (2010). Secret sauce and snake oil: Writing monthlyreports in a highly contingent environment. Written Communication,27(4), 363-409.The Case: Search EngineOptimization
  6. 6. Search Engine Optimization “Search engine optimization (SEO) is the process ofimproving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via ‘natural’ or un-paid (‘organic’ or ‘algorithmic’) search results ...” Wikipedia, “search engine optimization”
  7. 7. http://arstechnica.com/tech-policy/news/2009/08/hidden-gay-s
  8. 8. Projects at SemoptcoLaunch: Kick off campaign, examine needs, formulate keywordsand goals, plan goals. • Account manager and 1-2 specialists • Small set of standard milestones • About 4 weeksMaintenance: Analysis, reporting, meeting, link building. • Primarily a specialist; “lone wolf” • Weekly, monthly, sometimes yearly cycles • Periodic coordination with account manager • No milestones - but long-term performance goals and constantproblem-solving
  9. 9. Competitors table Social bookmarks Action Items in Semoptcos monthly “Report cards” reports Genres: types of texts, responses to recurrentsituations, recognizable by their readers and writers.
  10. 10.  Voices and Choices • Operational Choices o Operational Discretion o Generic/Self-Programmable• Authoritative Voiceso Authorial Discretion Competitors table Social bookmarkso Official/Unofficial, Regulated/Regularized Action Items in Semoptcos monthly “Report cards” reports
  11. 11. (Authorial Discretion)Authoritative Voices
  12. 12. Unofficial Competitors table Social bookmarks genres Action Items inOfficial genres Semoptcos monthly “Report cards” reports
  13. 13. Official Unofficial SourceMonologic (one logic or Dialogic (Many logics or Bakhtin 1981 voice) voices)Authoritative (cultural Internally persuasive Dias et al. 1999 imperative) (private intentions) Schryer & Spoel 2005; Regulated Regularized Schryer, Lindgard & Spafford 2007 Berkenkotter & Huckin 1995; Devitt 1991; Stability / Regularity Change / Flexibility Spinuzzi 2003; Starke- Meyerring 2010 Explicit Tacit Schryer & Spoel 2005
  14. 14. (Operational discretion)Operational Choices
  15. 15. Self-Programmable Generic (High Operational (Low Operational Discretion) Discretion) Competitors table Social bookmarks Action Items in Semoptcos monthly “Report cards” reports
  16. 16. “Self-programmable labor has theautonomous capacity to focus on thegoal assigned to it in the process ofproduction, find the relevantinformation, recombine it intoknowledge, using the availableknowledge stock, and apply it in theform of tasks oriented toward thegoals of the process. ...”  Castells 2009, p.30.
  17. 17. “... tasks that are little valued, yetnecessary, are assigned to genericlabor, eventually replaced bymachines, or shifted to lower-costproduction sites, depending on adynamic, cost-benefit analysis.” Castells 2009, p.30.
  18. 18. Generic Self-Programmable Source Low-skilled Multiskilled Castells 1998, p.361Automated or low cost Specialists Castells 2003, p.94 Focus on goal; generateFocus on tasks; receive own tasks to achieve; Castells 2006, p.10 and execute signals autonomous Problem-solving, creatingRoutine, repetitive tasks Castells 1996, p.242 knowledge Predictably transform Castells 1998, p.361; Coevolve (highinputs to outputs (low 2003, pp.90-91; 2009, discretion) discretion) p.30 Formalizable (explicit) Unformalizable (tacit) Castells 1996, p.242 Low value High value Castells 1996, p.243 Castells 1998, p.361; Terminal learning Lifelong learning 2003, pp.90-91
  19. 19. Genre Development Across TwoDimensions
  20. 20. Self-programmable Generic Social bookmarks (2010) Competitors table (2010) Yahoo maps of partners’ Unofficial Barbara’s sticky note (2003) infrastructures (2008)(regularized) Handwritten notes in the NOC Universal Service Fund (2008) calculation spreadsheet (2008) Action Items in Semoptcos “Report cards” (2010) Official monthly reports (2010) PC-ALAS reports (2003)(regulated) City engineers’ reports (2003) Phone bills (2008) F1 notes (2008)
  21. 21. Integrated writersIntegrated writingThe integration of distributed work(With Eva-Maria Jakobs, University of Aachen)Implications for Writing inKnowledge Work Organizations
  22. 22. Integrated writers• “professionals-who-write” rather than professional writers• writing is seen as less important and unloved, yet it is vital• knowledge workers who own processes• combine knowledge, methods, and information with their work on those processes
  23. 23. Integrated writing• products are customized for specific customers through textual information to create specific value for that customer• parts of writing are automated• streams of information are integrated to quickly generate and manage textual knowledge• Elements are assembled, recombined, and customized
  24. 24. Integration of distributed work• tying together distributed, disparate people and systems so that information can flow through and bring value to different contexts• involves mapping genre systems across contexts• populations require more bundled, coordinated services from provider consortia
  25. 25. Integrating work…… involves rapidly developing genres, especiallyautomated genres, to perform that integration.
  26. 26. Questions?

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