genre 2012 are automated genres still genres
Post on 19-Oct-2014
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My Genre 2012 presentation on genre development in partially automated environments.TRANSCRIPT
Are Automated Genres Still Genres?
Clay SpinuzziUniversity of Texas at Austin
[email protected]: @spinuzzi
• (firstname) (lastname) is (adjective). (pronoun) (verb) the (noun).
• Going to watch (movie name), (firstname) (lastname) r u ready?
• (firstname) (lastname) thinks I'm (noun) and (noun).
Genre as Social
•North American Genre Theory
•Rhetorical Genre Studies (RGS; Artemeva, Freedman, Schryer, Smart)
•Writing, Activity and Genre Research (WAGR; Russell)
“Regulated resources refer to knowledge, skills, and language behaviors that are recognized and required by a field or profession. Regularized resources ... refer to strategies that emerge from practice situations and are more tacit.”Schryer and Spoel (2005, p.250)
The Case: Search Engine Optimization
Spinuzzi, C. (2010). Secret sauce and snake oil: Writing monthly reports in a highly contingent environment. Written Communication, 27(4), 363-409.
Search Engine Optimization
“Search engine optimization (SEO) is the process of improving 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”
http://arstechnica.com/tech-policy/news/2009/08/hidden-gay-slur-search-terms-get-campaign-site-blacklisted.ars
Projects at SemoptcoLaunch: Kick off campaign, examine needs,
formulate keywords and goals, plan goals.•Account manager and 1-2 specialists•Small set of standard milestones•About 4 weeks
Maintenance: 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 constant problem-solving
Genres: types of texts, responses to recurrent situations, recognizable by their
readers and writers.
Competitors table Social bookmarks
Action Items in Semoptco's
monthly reports“Report cards”
Voices and Choices
• Authoritative Voices
o Authorial Discretiono Official/Unofficial,
Regulated/Regularized
Competitors table Social bookmarks
Action Items in Semoptco's
monthly reports“Report cards”
• Operational Choiceso Operational Discretiono Generic/Self-Programmable
Authoritative Voices
(Authorial Discretion)
Unofficial genres
Competitors table
Social bookmarks
Official genresAction Items in
Semoptco's monthly reports
“Report cards”
Official Unofficial Source
Monologic (one logic or voice)
Dialogic (Many logics or voices) Bakhtin 1981
Authoritative (cultural imperative)
Internally persuasive (private intentions) Dias et al. 1999
Regulated Regularized
Schryer & Spoel 2005; Schryer,
Lindgard & Spafford 2007
Stability / Regularity Change / Flexibility
Berkenkotter & Huckin 1995; Devitt 1991; Spinuzzi 2003;
Starke-Meyerring 2010
Explicit Tacit Schryer & Spoel 2005
Operational Choices(Operational discretion)
Self-Programmable
(High Operational Discretion)
Generic(Low Operational
Discretion)
Competitors table Social bookmarks
Action Items in Semoptco's
monthly reports“Report cards”
“Self-programmable labor has the autonomous capacity to focus on the goal assigned to it in the process of production, find the relevant information, recombine it into knowledge, using the available knowledge stock, and apply it in the form of tasks oriented toward the goals of the process. ...” Castells 2009, p.30.
“... tasks that are little valued, yet necessary, are assigned to generic labor, eventually replaced by machines, or shifted to lower-cost production sites, depending on a dynamic, cost-benefit analysis.”Castells 2009, p.30.
Generic Self-Programmable Source
Low-skilled Multiskilled Castells 1998, p.361Automated or low
cost Specialists Castells 2003, p.94
Focus on tasks; receive and execute
signals
Focus on goal; generate own tasks
to achieve; autonomous
Castells 2006, p.10
Routine, repetitive tasks
Problem-solving, creating knowledge Castells 1996, p.242
Predictably transform inputs to
outputs (low discretion)
Coevolve (high discretion)
Castells 1998, p.361; 2003, pp.90-
91; 2009, p.30
Formalizable (explicit)
Unformalizable (tacit) Castells 1996, p.242
Low value High value Castells 1996, p.243
Terminal learning Lifelong learningCastells 1998,
p.361; 2003, pp.90-91
Genre Development Across Two Dimensions
Self-programmable Generic
Unofficial (regularized
)
Competitors table (2010)Barbara’s sticky note
(2003)Handwritten notes in the
NOC (2008)
Social bookmarks (2010)
Yahoo maps of partners’
infrastructures (2008)Universal Service Fund
calculation spreadsheet (2008)
Official (regulated)
Action Items in Semoptco's monthly
reports (2010)City engineers’ reports
(2003)F1 notes (2008)
“Report cards” (2010)PC-ALAS reports (2003)
Phone bills (2008)
Implications for Writing in Knowledge Work Organizations
Integrated writers
Integrated writing
The integration of distributed work
(With Eva-Maria Jakobs, University of Aachen)
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
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
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
Integrating work…
… involves rapidly developing genres, especially automated genres, to perform that integration.
Questions?