Accessible Unlicensed Requires Authentication Published by De Gruyter Mouton August 18, 2021

Genre mixing on WeChat: evidence from a movie review subscription account

Yanni Sun
From the journal Chinese Semiotic Studies

Abstract

Genre mixing and hybrid genre have been vital concepts in genre studies. With the increasing popularity of WeChat, a social media platform in China, a new type of hybrid genre comprised of media content and advertisements is emerging on WeChat subscription accounts. The present study collects 28 hybrid texts from a movie review subscription account in order to closely examine their communicative purposes and generic structure. It is found that instead of being fused into a monocentric entity, these hybrid texts are divided into movie review and advertisement parts, both functionally and structurally dichotomous. This expands and complements the existing understanding of concepts like hybrid genre and genre mixing. It also brings into focus the anti-monocentric nature of these concepts and questions the logocentric framework advocated in genre mixing studies.


Corresponding author: Yanni Sun, Department of English, Beijing Normal University, Beijing, China, E-mail:

References

Bhatia, Vijay. 1997. Genre-mixing in academic introductions. English for Specific Purposes 16. 181–195. https://doi.org/10.1016/s0889-4906(96)00039-7.Search in Google Scholar

Bhatia, Vijay. 2000. Genres in conflict. In Trosborg Anna (ed.), Analysing professional genres, 149–161. Amsterdam & Philadelphia, PA: Benjamins.Search in Google Scholar

Bhatia, Vijay. 2004. Worlds of written discourse: A genre-based view. London: Bloomsbury.Search in Google Scholar

Bhatia, Vijay. 2005. Generic patterns in promotional discourse. In Helena Halmari & Tuija Virtanen (eds.), Persuasion across genres: A linguistic approach, 213–225. Amsterdam: John Benjamins Publishing Company.Search in Google Scholar

Biber, Douglas, Ulla Connor, Thomas Upton & Budsaba Kanoksilapatham. 2007. Introduction to move analysis. In Biber Douglas, Ulla Connor & Thomas Upton (eds.), Discourse on the move: Using corpus analysis to describe discourse structure, 23–41. Amsterdam: John Benjamins Publishing Company.Search in Google Scholar

Catenaccio, Paola. 2008. Press releases as a hybrid genre: Addressing the informative/promotional conundrum. Pragmatics 18. 9–31. https://doi.org/10.1075/prag.18.1.02cat.Search in Google Scholar

China Advertising. 2017. 做一个坚守自己立场的公众号—专访“毒舌电影”创始人何君 [Be a WeChat official account that takes a firm stand – exclusive interview with the founder of Dsmovie, He Jun] 6 July (accessed 2 May 2021).Search in Google Scholar

de Jong, Ilona & Christian Burgers. 2013. Do consumer critics write differently from professional critics? A genre analysis of online film reviews. Discourse, Context & Media 2. 75–83. https://doi.org/10.1016/j.dcm.2013.03.001.Search in Google Scholar

Duff, David. 2000. Key concepts. In David Duff (ed.), Modern genre theory, x–xvi. London & New York: Routledge.Search in Google Scholar

Fairclough, Norman. 1992. Discourse and social change. Cambridge: Polity Press.Search in Google Scholar

Feng, Dezheng. 2019. Interdiscursivity, social media and marketized university discourse: A genre analysis of universities’ recruitment posts on WeChat. Journal of Pragmatics 143. 121–134. https://doi.org/10.1016/j.pragma.2019.02.007.Search in Google Scholar

Hasan, Ruqaiya. 1989. The structure of a text. In Michael A. K. Halliday & Ruqaiya Hasan (eds.), Language, context, and text: Aspects of language in a social-semiotic perspective, 52–69. Oxford: Oxford University Press.Search in Google Scholar

Hasan, Ruqaiya. 2000. The uses of talk. In Sarangi Srikant & Coulthard Malcolm (eds.), Discourse and social life, 28–47. Harlow: Pearson.Search in Google Scholar

iiMedia Research. 2016. 艾媒报告丨2016Q4中国微信公众号影响力排行榜 [iiMedia report: 2016 Q4 ranking list of impact index of WeChat subscription accounts in China] 13 January 2017 (accessed 2 May 2021).Search in Google Scholar

Kanoksilapatham, Budsaba. 2007. Rhetorical moves in biochemistry research articles. In Biber Douglas, Ulla Connor & Thomas Upton (eds.), Discourse on the move: Using corpus analysis to describe discourse structure, 73–119. Amsterdam: John Benjamins Publishing Company.Search in Google Scholar

Kong, Kenneth. 2006. Property transaction report: News, advertisement or a new genre? Discourse Studies 8. 771–796. https://doi.org/10.1177/1461445606069329.Search in Google Scholar

Labrador, Belen, Noelia Ramón, Hector Alaiz-Moretón & Hugo Sanjurjo-González. 2014. Rhetorical structure and persuasive language in the subgenre of online advertisements. English for Specific Purposes 34. 38–47. https://doi.org/10.1016/j.esp.2013.10.002.Search in Google Scholar

Mäntynen, Anne & Susanna Shore. 2014. What is meant by hybridity? An investigation of hybridity and related terms in genre studies. Text & Talk 34. 737–758. https://doi.org/10.1515/text-2014-0022.Search in Google Scholar

Martin, James. 1991. Intrinsic functionality: Implications for contextual theory. Social Semiotics 1(1). 99–162. https://doi.org/10.1080/10350339109360331.Search in Google Scholar

Martin, James & David Rose. 2008. Genre relations: Mapping culture. London: Equinox Publishing Ltd.Search in Google Scholar

Önder, Neslihan. 2013. Generic structure and promotional elements in best-selling online book blurbs: A cross-cultural study. IBÉRICA 25. 171–194.Search in Google Scholar

Pang, Yunxia. 2018. 新闻与广告的边界真的模糊了么? ——微信公众号10万+文章的软文现状分析 [Is the boundary between news and advertisements blurring? An analysis of soft advertisements with more than 100,000 page views on WeChat subscription accounts]. China Publishing Journal 16. 26–30.Search in Google Scholar

Ravotas, Doris & Carol Berkenkotter. 1998. Voices in the text: The uses of reported speech in a psychotherapist’s notes and initial assessment. Text 24(3). 211–239. https://doi.org/10.1515/text.1.1998.18.2.211.Search in Google Scholar

Swales, John. 1990. Genre analysis: English in academic and research settings. Cambridge: Cambridge University Press.Search in Google Scholar

Gea-Valor, Maria-Lluïsa. 2005. Advertising books: A linguistic analysis of blurbs. IBÉRICA 10. 41–62.Search in Google Scholar

Ventola, Eija. 1987. The structure of interaction: A systemic approach to the semiotics of service encounters. London: Frances Pinter.Search in Google Scholar

Wei, Xu. 2008. 后现代语境下的语言狂欢 [Language carnival in the postmodern context]. Movie Literature 16. 124–125. https://doi.org/10.1007/978-0-387-78414-4_282.Search in Google Scholar

Wu, Youxiang. 2017. 微信公号广告, 为何动辄10万+—浅议微信公众号上的“类原生广告” [Why do advertisements on WeChat subscription accounts easily get a click rate of more than 100,000: A brief discussion of “analogues of native advertisements” on WeChat subscription accounts]. Media Review 2. 16–21.Search in Google Scholar

Zhang, Delu & Enrong Guo. 2019. 体裁混合综合分析框架探索 [A comprehensive analytic framework for research on genre hybridity]. Foreign Languages in China 2. 20–27.Search in Google Scholar

Zhou, Sijing. 2012. ‘Advertorials’: A genre-based analysis of an emerging hybridized genre. Discourse & Communication 6. 323–346. https://doi.org/10.1177/1750481312446265.Search in Google Scholar

Published Online: 2021-08-18
Published in Print: 2021-08-26

© 2021 Walter de Gruyter GmbH, Berlin/Boston