Reproduced and Emergent Genres of Communication on the World Wide Web

TLDR

The World Wide Web is rapidly expanding and is being used for diverse communications, and scholars such as Yates and Orlikowski have defined genres as typified communicative actions that recur in similar substance and form, proposing that new media will reproduce, adapt, and generate novel genres. The study investigates how Web pages reproduce, adapt, and create new genres, and recommends that designers select and tailor genres appropriate to their context. To explore these phenomena, the authors examined 1,000 randomly selected Web pages and categorized the genres represented. The analysis revealed that many pages replicated traditional genres, some adapted them to leverage linking and interactivity, and new genres emerged to meet the unique communicative needs of Web audiences.

Abstract

The World Wide Web is growing quickly and being applied to many new types of communications. As a basis for studying organizational communications, Yates and Orlikowski (1992; Orlikowski & Yates, 1994) proposed using genres. They defined genres as "typified communicative actions characterized by similar substance and form and taken in response to recurrent situations" (Yates & Orlikowski, 1992, p.299). They further suggested that communications in a new media would show both reproduction and adaptation of existing communicative genres as well as the emergence of new genres. We studied these phenomena on the World Wide Web by examining 1000 randomly selected Web pages and categorizing the type of genre represented. Although many pages recreated genres familiar from traditional media, we also saw examples of genres being adapted to take advantage of the linking and interactivity of the new medium and novel genres emerging to fit the unique communicative needs of the audience. We suggest that Web-site designers consider the genres that are appropriate for their situation and attempt to reproduce or adapt familiar genres.