Blogs are increasingly popular among private persons, public institutions, nongovernmental organizations and companies. While a range of communicative functions is associated with blogs in the way they are used specifically by corporations, one key area of interest is clearly public relations. This is especially pertinent to large businesses that face a significant amount of criticism in the media. As an example for such a case, this paper presents an analysis of Life at Wal-Mart, an image blog maintained by Wal-Mart Stores Inc. Following a description of corporate blogs as an emerging genre, I will outline how Life at Wal-Mart is used to further specific communicative goals of the company and what the findings indicate for a modern theory of digital genres.
2019. How Do Online News Genres Take Up Knowledge Claims From a Scientific Research Article on Climate Change?. Written Communication 36:1 ► pp. 155 ff.
Freadman, Anne
2012. The Traps and Trappings of Genre Theory. Applied Linguistics 33:5 ► pp. 544 ff.
Giltrow, Janet
2017. Bridge to Genre: Spanning Technological Change. In Emerging Genres in New Media Environments, ► pp. 39 ff.
2013. The post as an utterance: Analysis of themes, compositional forms and styles in blog genre studies. Discourse & Communication 7:3 ► pp. 341 ff.
Rulyova, Natalia & Taras Zagibalov
2012. Blogging the Other: Construction of National Identities in the Blogosphere. Europe-Asia Studies 64:8 ► pp. 1524 ff.
Triastuti, Endah
2014. Indonesian women’s blog formats from Tanah Betawi to Serambi Mekah: Women blogger’s choices of technical features. International Communication Gazette 76:4-5 ► pp. 407 ff.
This list is based on CrossRef data as of 10 april 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
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