An exploration of the impact of students’ prior genre knowledge on their constructions of ‘audience’ in a Marketing course at postgraduate level  

Oleh:

Bangeni, Bongi

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: English for Specific Purposes (Full Text) vol. 32 no. 4 (2013), page 248-257.
Fulltext: 32_04_Bangeni.pdf (600.33KB)

Isi artikel

This article explores the development of audience awareness for two English additional language (EAL) graduate students making the transition from undergraduate Social Science disciplines into the professional discipline of Marketing at a South African university. The article examines the ways in which their conceptualisations of ‘audience’ shape their nego- tiation of the generic move structure informing a dominant genre within the discipline: the written case analysis. I argue that the students’ struggle with realising the communicative purposes of the genre in their analyses has implications for how they engage with disci- plinary theory within crucial moves. Data yielded by semi-structured interviews, reflection papers, as well as selected case analyses written by the students in the initial months of their postgraduate year illustrate how this struggle can be traced to a mismatch between their embodied understandings of the concept of ‘audience’ which are transported from undergraduate learning contexts, and ‘audience’ as prescribed by the communicative pur- pose of the written case analysis within a professional discipline. In making this argument, the article examines the ways in which an antecedent genre, the Social Science argumen- tative essay, contributes to this mismatch. The article concludes by outlining the pedagog- ical implications of the findings from an ESP perspective

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