Introducing Genre and English for

Specific Purposes

Introducing Genre and English for Specific Purposes provides an overview of

how genre has been conceptualized and applied in ESP, as well as the
features that distinguish ESP genre research and teaching from those of
other genre schools. The macro and micro aspects of ESP genre-based
pedagogy are also analyzed and include:

 different possibilities for planning and designing an ESP genre-based

course;
 the concrete, micro aspects of materials creation;
 how genres can be learned through play.

Featuring tasks and practical examples throughout, the book is essential

reading for students and pre-service teachers who are studying genre, English
for Specific Purposes or language teaching methodologies.

Sunny Hyon is Professor of English at California State University, San

Bernardino, USA.
Routledge Introductions to English for Specific Purposes provide a compre-
hensive and contemporary overview of various topics within the area of
English for Specific purposes, written by leading academics in the field.
Aimed at postgraduate students in applied linguistics, English language
teaching and TESOL, as well as pre- and in-service teachers, these books
outline the issues that are central to understanding and teaching English for
specific purposes, and provide examples of innovative classroom tasks and
techniques for teachers to draw on in their professional practice.

SERIES EDITOR: BRIAN PALTRIDGE

Brian Paltridge is Professor of TESOL at the University of Sydney. He has taught
English as a second language in Australia, New Zealand and Italy and has pub-
lished extensively in the areas of academic writing, discourse analysis and
research methods. He is editor emeritus for the journal English for Specific Pur-
poses and co-edited the Handbook of English for Specific Purposes (Wiley, 2013).

SERIES EDITOR: SUE STARFIELD

Sue Starfield is a Professor in the School of Education and Director of The
Learning Centre at the University of New South Wales. Her research and
publications include tertiary academic literacies, doctoral writing, writing for
publication, identity in academic writing and ethnographic research methods.
She is a former editor of the journal English for Specific Purposes and co-editor
of the Handbook of English for Specific Purposes (Wiley, 2013).

TITLES IN THIS SERIES

Introducing English for Academic Purposes

Maggie Charles and Diane Pecorari

Introducing Needs Analysis and English for Specific Purposes

James Dean Brown

Introducing Genre and English for Specific Purposes

Sunny Hyon

Introducing English for Specific Purposes

Laurence Anthony

Introducing Course Design and English for Specific Purposes

Lindy Woodrow

For more information on this series visit: www.routledge.com/series/RIESP

Introducing Genre and English
for Specific Purposes

Sunny Hyon
First published 2018
by Routledge
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Contents

Acknowledgements vi

PART I
Introduction 1
1 Introducing genre in English for Specific Purposes 3

PART II
ESP genre analysis 25
2 Analyzing genre moves 27
3 Analyzing lexicogrammatical features 51
4 Analyzing genre contexts 74

PART III
ESP genre-based learning and teaching 99
5 Designing genre-based courses 101
6 Creating and assessing genre-based teaching materials 130
7 Exploring future issues: genre play, learning, and transfer 163

References 186
Index 202
Acknowledgements

I am grateful to various people who supported this project in multiple ways. My

heartfelt thanks to Brian Paltridge and Sue Starfield for approaching me about
writing the book and for their cheerful encouragement and patience during the
extended writing process; to the proposal reviewers for their thoughtful,
useful, and kind comments; to Helen Tredget of Routledge for her gracious
emails, gentle nudges, and readiness to help; to Jessica Lee for her excellent
feedback on the manuscript through the eyes of a former MA student and
for her ingenious system of tracking my citations and references; to Lisa
Bartle and Stacy Magedanz—CSUSB reference librarians extraordinaire—for
their ability to find anything and for setting up my personalized source-
finding page (I use it constantly!); and to Juvette McNew of Interlibrary
Loan, who cheerfully helped with hard-to-get sources. Thanks also to my
awesome CSUSB English Department colleagues and to my friends and
family for encouraging and supporting me through this long process. I con-
tinue to be deeply grateful to John Swales—for being a superb dissertation
advisor and mentor, for inspiring and engaging the field of ESP all of these
years, and for teaching me the art of the task. Finally, I wish to thank my
students—past, present, and future—for their energy and desire to learn. As
I wrote this book, I tried to imagine what you might find useful.
Part I

Introduction
This page intentionally left blank
Chapter 1

Introducing genre in English for

Specific Purposes

It does not take long to realize that genre is a central concept in English for
Specific Purposes (ESP). As of this writing, a keyword search on genre in
two of the field’s leading journals, English for Specific Purposes and the
Journal of English for Academic Purposes, generates 653 and 426 article hits,
respectively. Genre is also referred to in 24 of the 28 chapters in the recent
Handbook of English for Specific Purposes (Paltridge & Starfield, 2013); and
multiple other ESP book titles reflect the field’s fascination with genre:
Genre and the Language Learning Classroom (Paltridge, 2001), Research
Genres (Swales, 2004), Genre and Second Language Writing (Hyland,
2004b), Worlds of Written Discourse: A Genre-Based View (Bhatia, 2014),
Academic Writing and Genre (Bruce, 2010), Building Genre Knowledge
(Tardy, 2009), and Genres across the Disciplines (Nesi & Gardner, 2012),
among others. What is it about genre that is so beguiling to ESP? I will
return to this question in a bit, but first let’s consider what a genre is.

What is a genre?
In simple terms, a genre is a type of spoken or written text. We recognize it as a
type, or category, because the various instances of it share similarities in pur-
pose, content, form, and/or context. Wedding invitations, for example, com-
prise such a category, or genre. They occur in the same context—a couple is
getting married—and they share a common function: to ask people to the
wedding. They are also characterized by certain linguistic tendencies, including
formal, elevated syntax and word choice, as illustrated in the invitation below.

Mr. and Mrs. Dwight Peter Hill

request the honor of your presence
at the marriage of their daughter
Miss Sandra Evelyn Hill
to
Mr. Jonathan Stephen Richards
Saturday, the seventh of May
4 Introduction

Two thousand and one

At three o’clock in the afternoon
Ashland Methodist Church
869 South Canyon Road
Ashland, Montana

It is also important to point out that although genres such as wedding

invitations (and others) are typically recognized by their recurring
elements, they may also encompass variation among their textual mem-
bers. Johns (1997), for example, discovered that wedding invitations range
significantly in content and design according to “social forces” in their
contexts of use (p. 41). These texts may also serve varied purposes beyond
asking people to the wedding, such as directing guests on where to buy
gifts or expressing the marrying couple’s personalities and values. Indeed, a
highly innovative invitation that Tardy (2016) received illustrates the flexi-
bility possible within this genre. Among its other inventive features, the
invitation had the question “Where Have Pat and Yoongju Gone?” on its
front panel, and then opened up to a “visual puzzle” where the bride and
groom were “hidden in a mélange of cartoon characters, animals and city
structures” (pp. 14–15).
To sum up then, a genre can be thought of as a category of texts char-
acterized by similarities as well as—to some extent—differences across its
members. The degree of internal difference and creativity particular genres
allow is a point taken up further in Chapter 7.

Why genre in ESP?

Genres, their typified features, and their internal variability have proven of
great interest to ESP researchers. Why is that so? One reason is that genres
are related to ESP’s core mission of preparing students to use English in
their target contexts—that is, the situations in which they hope to study,
work, and/or live. All of these target contexts inevitably involve genres,
whether they be research proposals in a sociology course, nursing care plans
in a hospital, business meetings in a telecommunications company, or safety
manuals in a factory. As such, it makes sense that ESP as a field is interested
in researching students’ target genres and developing effective ways to teach
students how to understand and use them. Genre may also be popular in
ESP because of its nice “size” for language teaching (Paltridge, 2001, p. 4). A
specific genre—for instance, a book review—lends a coherent, meaningful
focus to a curricular unit, more so than might, say, a broad concept like
textual organization. But such genre-focused units are still ‘large’ enough to
encompass attention to elements like organization, vocabulary, grammar,
audience, and purpose. And perhaps even more importantly, a genre unit
allows students to see how these elements interact with each other in a specific
 Introducing genre in ESP 5

genre. Finally, genre units also have relevance appeal in ESP courses because
they are categories that students see themselves as needing to understand
and use.
This book explores ESP’s interest in and approaches to thinking about
genres and genre-based teaching. The rest of this chapter offers some his-
torical context for this interest, beginning with early ESP work on scientific
English and, subsequently, John Swales’ groundbreaking analysis of the
research article genre. The chapter also considers ESP’s connections to and
distinctiveness from the work of two other major genre traditions, Rhetorical
Genre Studies and the Sydney School of genre studies. The rest of the chapters
in the book then offer you opportunities to explore and apply key elements
of ESP genre approaches. You will learn how to analyze genre moves and
lexicogrammatical features of genres, as well as how to investigate genre
contexts and purposes. In addition, you will explore ways that genres can be
learned and taught within ESP contexts.
Throughout the book I will refer to both ESP ‘genre analysis’ and ESP
‘genre-based teaching’. Genre analysis includes investigations of genres and
their contexts. Genre-based teaching, on the other hand, involves course
designs, lessons, and activities that help students learn genres in their present
or future target contexts. Genre analysis and teaching have often worked
hand in hand. For example, ESP researchers have studied the organizational
structures of scientific research papers, and their findings have then been
applied to activities that teach students about these structures. In addition,
teachers wishing to develop materials on a particular genre may conduct
research on that genre or on how students learn it. Thus, ESP researchers
and ESP teachers (or ‘practitioners’) are often the same people.

Early genre work

Pre-genre studies in English for Science and Technology

To understand ESP’s work on genre, it is helpful to appreciate what came
before it in the first two decades of ESP. During this ‘pre-genre’ period of
the 1960s–1970s, ESP focused mainly on researching and teaching scientific
English, also known as English for Science and Technology (EST). As
Hutchinson and Waters (1987) put it, “for a time ESP and EST were regarded
as almost synonymous” (p. 7). Similarly, Swales (1985a), in chronicling early
landmark EST research and teaching developments, noted that “With one or
two exceptions … English for Science and Technology has always set and
continues to set the trend in theoretical discussion, in ways of analyzing
language, and in the variety of actual teaching materials” (p. x). Since then,
other branches of ESP have become influential, yet EST at the time was
certainly a central site of new approaches to language research and teaching
that later led to genre-based research and teaching. The reasons for this
6 Introduction

strong EST-focus included the growth of English as an international language

of scientific research as well as technological industries, and the related
increasing demand for English instruction of international university students
pursuing technological fields. Although EST remains an important area of
genre work in ESP today, it now is often subsumed within a larger ESP
branch concerned with academic English (including scientific English)
known as English for Academic Purposes (EAP).
Although EST research of the 1960s was not focused on specific genres
per se, it did attend to scientific texts in a general way, with particular
attention to their vocabulary and syntactic patterns. The rationale behind
this work was that if you could identify the word- and sentence-level features
of scientific English, you could teach them to students, who would then be
better able to read the English-language textbooks required of their science
courses (Swales, 1985a). An important EST investigation along these lines was
Barber’s 1962 article “Some measurable characteristics of modern scientific
prose.” Acknowledging the many non-native English-speaking students
“who rely wholly or largely on books published in Britain or the United
States” (p. 21), Barber set out to identify frequently occurring language
patterns in technical texts. Among other things, Barber found that scientific
writing contained a high rate of present simple active and present simple
passive constructions, as well as a notable number of non-finite verbs,
including -ing forms, past participles, and infinitives. In terms of looking
forward to later genre work, Barber’s focus on counting syntactic patterns
was a precursor to corpus linguistics studies of salient genre features, discussed
further in Chapter 3.
The teaching materials that grew out of Barber’s and other early EST
investigations centered, not surprisingly, on sentence-level grammar and
vocabulary. The methods reflected in these materials were also what we
would now call traditional: Students were explained grammatical rules and
then applied those rules in pattern-practice exercises. The segment below on
“Infinitive of Result” taken from Herbert’s (1965) EST textbook, The
Structure of Technical English, illustrates the kind of approach used.

Infinitive of Result
This is a peculiar construction of only limited use. The to + infinitive is
used to indicate the result of the action previously stated, and is used
with only a few verbs, of which the commonest are form and produce.
‘The wires are bound together to form a single strand.’
The idea here is one of result rather than purpose: ‘… with the result
that a single strand is formed’.
Exercise
Link these statements in the same way
 Introducing genre in ESP 7

1 The anions unite with the copper of the plate. New copper sulphate
is produced.
2 Hydrogen and oxygen combine chemically. They form the molecule
H2O.
3 The unstable isotopes undergo radioactive decay. Other isotopes
are formed as a result.
(Excerpt from Herbert, 1965, pp. 189–190;
some changes to format)

Although such exercises may seem old-fashioned, they are sometimes still
incorporated in current genre-based curricula that, for example, ask students
to imitate a sentence pattern (e.g., passive voice) common to a particular
genre (e.g., scientific articles).
Contemporary ESP genre-based teaching materials also reflect other
methodologies that have roots in early EST work. Beginning in the early
1970s, for example, EST text analysis and teaching applications shifted to
describing why and in what contexts English grammatical patterns were used.
Some of the scholars working within this more ‘rhetorical’ focus were from
U.S. universities in the Northwest and came to be referred to as the
“Washington School” of ESP (Johns, 2013). Among this group, Lackstrom,
Selinker, and Trimble (1972) wrote a seminal article in English Teaching
Forum, in which they argued that grammatical elements, such as verb tense,
could only be understood in the context of the surrounding text. Such
“rhetorical considerations,” they said, “include judgments concerning the
order of the presentation of information, within the paragraph and within
the total piece of which the paragraph is a part” (p. 4). This attention to the
why and when of scientific grammar was a prelude to later focuses in genre
scholarship on how a genre’s “communicative purposes” shape its formal
features (Swales, 1990, p. 58)
With this move to thinking rhetorically about texts, EST work of the
1970s began to focus on language patterns beyond the sentence level, such as
paragraph structures—laying a foundation for later research on organization
of whole genres. Swales’ 1971 EST textbook, Writing Scientific English, for
example, attended in part to the sequencing of sentences within scientific
descriptions, for which he offered the following advice:

a Always begin with a general statement (often of a defining nature).

b Follow complicated general statements with examples.
c Explain the meaning of certain technical expressions. Here is a simple
example:
Liquids possess fluidity. In other words, they do not take any definite
shape of their own.
d Always move from the simple to the complex.
e Leave statements of use (if any) until towards the end.
8 Introduction

f Do not contrast what you are describing with anything else until you
have established clearly what you are describing in the first place.
g Remember that key-phrasing often makes a description easier to
understand.
(Swales, 1971, p. 114)

In later reflection on this textbook, Swales (1985a) noted that his focus on
“information structure of scientific paragraphs” was born out of his experi-
ence working with Arab engineering students. These students, he observed,
“had been brought up in a different rhetorical tradition” and therefore
would benefit from “some explicit work on how scientific writing in English
was organized” (p. 38). With a similar orientation, Lackstrom, Selinker, and
Trimble (1973) published a TESOL Quarterly article that asked the field to
consider even larger patterns of textual organization. They proposed that
the most important unit in scientific writing was not the sentence nor the
physical paragraph (signaled by indentation and spacing) but rather the
“conceptual paragraph,” a textual unit that developed a key point, or
what they called a “core generalization,” potentially across several physical
paragraphs (p. 130).
It was also in this later period of early EST work that the term discourse
was used to refer to larger text segments. The conceptual paragraph, for
example, was argued to be “the basic unit of discourse” (Lackstrom, Selinker,
& Trimble, 1973, p. 130). Bley-Vroman (1978) also referenced “the total
discourse purpose” that is achieved through a scientific text’s organization
(p. 286). Now in retrospect, this focus on ‘macro’ discourse structures pre-
viewed subsequent work on genre moves, discussed in Chapter 2. In these
earlier days of ESP, however, the term genre was not much in circulation and
the textual categories studied for organization were often quite broad, like
description, recommendation, and classification, rather than the more specific
categories, like scientific journal articles, characteristic of ESP genre studies.
With the emerging focus on discourse organization, EST teaching materials
also changed. They moved beyond sentence pattern drills to exercises that
asked students to examine how different elements functioned within the
larger text. The excerpt below from Swales’ (1971) Writing Scientific English
illustrates this more analytical approach: Students are presented with a
passage (on water taps) and asked to identity what the purposes of the
paragraphs and their sentences are (or are not) within the context of the
whole passage.

A water tap is a device for turning on and off a flow of water. Its most
important parts are a rod with a handle on the top and a washer which
is fixed to the bottom of the rod. The metal parts of a water tap are
usually made of brass because brass resists corrosion. The washer is
made of a flexible material such as rubber or plastic.
 Introducing genre in ESP 9

[diagram of a water tap]

When the handle is turned the rod either rises or descends because of
the spiral thread. The column descends until the washer fits firmly in its
‘seat’. (This position is shown in the diagram.) The tap is now closed
and no water can flow out of the pipe.

Exercise 8(a) Cross out the wrong alternatives (S=sentence)

1 This description consists of 1/2/8 paragraphs.
2 The first paragraph describes a tap/explains how it works.
3 The second paragraph describes a tap/explains how it works
4 Each paragraph contains 1/3/4/6 sentences.
5 The first sentence (S1) is/is not a definition.
6 S2 describes the main moving parts of a tap/the main fixed parts.
7 S3 explains why brass resists corrosion/why brass is used.
8 S4 explains/does not explain why rubber is often used for a washer.
9 S5 begins with a subordinate clause/a main clause.
10 S6 explains/does not explain why the column goes down.
11 S7/S8 links the description to the diagram.
12 S7 must come before S8/it doesn’t matter which sentence comes first.
(from Swales, 1971, pp. 103–104)

Such exercises are not unlike later ‘consciousness-raising’ activities used in

genre-based pedagogies (see Chapter 6).

Genre is in the air: Swales, moves and CARS

ESP’s explicit shift toward genre came in the early 1980s. It was at this time
that EST scholarship and teaching materials began focusing on quite specific
genre categories, as seen in, for example, Tarone et al.’s (1981) analysis of two
astrophysics research articles, and specifically, how passive voice functioned
within them. Appearing in the inaugural issue of The ESP Journal (now English
for Specific Purposes), Tarone et al.’s article was indeed groundbreaking in
more than one way. It was among the first ESP publications to use the term
genre. And it did so to emphasize that scientific English was not monolithic but
rather could vary across genres. As the authors wrote in their conclusion: “It
should not simply be assumed that the passive is generally used more frequently
in EST … . Is the passive used more frequently in all genres of EST? If not, why
do we find variation in its usage?” (p. 136, italics added).
Interestingly, it was also in 1981 that John Swales, then a member of the
Language Studies Unit at the University of Aston in Birmingham, published
a seminal report on the genre of research articles (RAs). Entitled Aspects of
Article Introductions, Swales’ monograph differed from Tarone et al.’s study
of whole astrophysics RAs in that it focused specifically on the structure of
10 Introduction

RA introductions from various disciplines (Swales, 2011/1981). Swales’

investigation was groundbreaking in that it analyzed discourse organization
in terms of moves, an approach that became (and remains) highly influential
in ESP genre analysis (Samraj, 2014). In a later work, Swales (2004) defines a
move as “a discoursal or rhetorical unit that performs a coherent commu-
nicative function in a written or spoken discourse” (Swales, 2004, p. 229). In
this view, therefore, a move is “a functional, not a formal, unit” (p. 228) and
can be as short as a word or as long as several paragraphs. Inside each
move, there can also be multiple ‘steps’ (or sub-moves) through which the
move is actually performed.
Swales (2011/1981) saw moves and steps of article introductions as especially
challenging for RA writers (and therefore for EST students), in part because
they involved decisions about how to get the attention of their readers. From
his sample of 48 RA introductions in several science and social science fields, he
found that the introduction tended to follow a four-move sequence:

Move 1 Establishing the Field

Move 2 Summarizing Previous Research
Move 3 Preparing for Present Research
Move 4 Introducing Present Research

About a decade later, Swales (1990) removed “summarizing previous

research” as a separate move because, as he observed, authors often engaged
in this strategy throughout their RA introduction rather than in a discrete
section. In this three-move model, Swales also renamed the moves in “eco-
logical” terms (1990, p. 142), Establishing a Territory, Establishing a Niche,
Occupying the Niche, reflecting the idea that RA authors compete for space
in a scholarly ecosystem. With this orientation, Swales called his updated
moves model “Create a Research Space,” or CARS, shown in Figure 1.1.
In Move 1, Swales noted, RA authors may begin to carve out their
research space by establishing their general research area or territory as
“central in some way to the discipline” (Swales, 2011/1981, p. 33), such as in
the following examples:

In recent years, applied researchers have become increasingly interested

in …
Thus, the study of these has become an important aspect of …
The well-known … phenomena … have been favourite topics for ana-
lysis both in …
(Swales, 2011/1981, pp. 33–34, italics added)

In Move 2, RA authors directly create a niche for themselves in the existing

research territory by highlighting a limitation, gap, or remaining question in
previous research, or by indicating they are extending current scholarship in
 Introducing genre in ESP 11

Figure 1.1 CARS moves model for RA introductions

Source: Adapted from Swales (1990, p. 141, Figure 10).

some way. The linguistic signals of this move often include negative sen-
tence connectors, verbs, and adjectives, as in the following sentence:

However, the previously mentioned methods suffer from some limitations.

(Swales, 1990, p. 154, italics added)

Swales (2004) later added an optional step of “Presenting Positive Justification”

to Move 2 (p. 230) based on Samraj’s (2002) finding that, after pointing out what
is lacking in previous research, authors may state a positive reason for doing their
research. In other words, it is not just because others have not done something
that it should be done but also because it may actually be useful to do it.
Finally, in Move 3, authors announce how they will occupy the research
niche by describing their own study, its purposes, and/or findings. Typical of
this move are present tense verbs and deictic expressions like this preceding
a noun referring the authors’ project, as in:

In this paper, we give preliminary results of …

(Swales, 1990, p. 160, italics added)

Although the three CARS moves may prototypically follow the 1-2-3 order
above, Swales (1990) also indicated that they can be cyclical; that is, they
may re-occur at different points in an RA introduction. Task 1.1 gives you a
chance to take the CARS moves out for a drive.
12 Introduction

Task 1.1 Trying out CARS

1 Find three different peer-reviewed academic journals. They can be from

the same field or from different fields.
2 In each journal, find an RA; that is, collect three RAs in total.
3 Read the introduction of each of your three RAs. Mark in the introduction
wherever you see one of Swales’ CARS moves and label it. Circle words or
phrases that signal the moves.
4 To what extent does each introduction conform or deviate from his CARS
model?

Genre, communicative purpose, and discourse community

In addition to introducing the field to moves analysis, Swales established a
sort of ESP theory of genre through definitions of key genre-related con-
cepts. Below is Swales’ oft-cited 1990 description of genre, which built on
his 1981 ideas and which he later revisited and took in different directions.

A genre comprises a class of communicative events, the members of

which share some set of communicative purposes. These purposes are
recognized by the expert members of the parent discourse community,
and thereby constitute the rationale for the genre. This rationale shapes
the schematic structure of the discourse and influences and constrains
choice of content and style. Communicative purpose is both a privileged
criterion and one that operates to keep the scope of a genre as here
conceived narrowly focused on comparable rhetorical action. In addi-
tion to purpose, exemplars of a genre exhibit various patterns of simi-
larity in terms of structure, style, content and intended audience. If all
high probability expectations are realized, the exemplar will be viewed
as prototypical by the parent discourse community. The genre names
inherited and produced by discourse communities and imported by
others constitute valuable ethnographic communication, but typically
need further validation.
(Swales, 1990, p. 58)

Genre as a class of communicative events

In this statement, Swales calls genre a class of communicative events,
reminding us that a genre is not itself a text but rather a category of texts.
For example, the email message that you wrote this morning is not a genre
but rather one member of the textual class (i.e., genre) known as email
messages. In this way, in fact, a genre is an abstraction: We cannot actually
see, hear, or produce a genre. Rather, we see, hear, and produce instances
 Introducing genre in ESP 13

TV commercial genre

TV commercial 1 TV commercial 2 TV commercial 3. Etc.

(for frozen pizza) (for car insurance) (for a smart phone)

Figure 1.2 A genre and its communicative events

(or what Swales calls “communicative events”) of a genre. The simple graphic
in Figure 1.2, using the example of television commercials, illustrates this
concept further: The genre (class) of TV commercials is comprised of all of
the TV commercials in the world (communicative events in this class); we
do not watch that genre, but instead watch the individual TV commercials,
and from observing their commonalities become aware of the genre, or
category, to which they belong.

Task 1.2 Genre as a category of events

Assuming Swales’ view of genre as a class of communicative events, which
statement (a or b) is more accurate? Explain your answer.

a Betty writes within the research article genre.

b Betty writes the research article genre.

Genre and communicative purpose

Another key concept in Swales’ 1990 genre definition is communicative purpose.
Indeed, Swales has called it a “privileged criterion,” given that it is through
sharing “some set of communicative purposes” that texts are identified as
belonging to the same genre (Swales, 1990, p. 58). These genre members’
shared purposes, said Swales, also “constitute the rationale for the genre,”
which in turn shapes its discourse structure (i.e., moves), style, and content
characteristics. Returning to our simple example of TV commercials, we see
how communicative purpose might work in this way. The short segments in
between TV programs—whether they be for frozen pizza, car insurance, or
a smart phone—are recognized as members of the TV commercial genre in
part because they have a common communicative purpose: to persuade
viewers to buy the advertised project. Given this purpose (or “rationale”),
commercials employ similar forms and content to make their product
appealing to viewers, including attractive colors, happy people, humor,
catchy music, and positive claims.
14 Introduction

Communicative purpose would seem to operate in this fashion in many

situations. However, about a decade after the 1990 definition, Askehave and
Swales (2001) offered a reconsideration of whether communicative purpose
should occupy such a central, genre-defining role. They highlighted the fact
that in a number of situations, a text’s communicative purpose may be
difficult to determine and therefore perhaps not be the ideal criterion for
determining the text’s genre. Drawing on a study by Witte (1992), for
example, they pointed out that genres we assume have an obvious purpose,
such as shopping lists, can actually vary in their functions: Shoppers, for
example, might use their lists to prevent impulse purchases, to organize their
shopping by the store aisles, or to convince a romantic interest at the
deli counter of their “fitness as a domestic partner”! (Askehave & Swales,
2001, p. 201).
Given the slipperiness of nailing down a text’s communicative purposes,
Askehave and Swales proposed two alternatives for identifying a text’s
genre: a text-first, “linguistic” approach, which begins by observing the
text’s structural and content features (e.g., a vertical listing of food items)
and, based on these features, making a first guess at the text’s genre and
purpose (e.g., a shopping list to aid the shopper’s memory). Afterward,
through a deeper look at the text’s context, observers may revise their first
impression of the genre’s purpose (i.e., “repurposing” it), and make adjust-
ments to their original identification of the text’s genre (i.e., “reviewing
genre status”) (p. 207). The second way is a context-first, “ethnographic”
approach, which begins instead by examining the community that uses the
text, including their values, goals, activities, and genre “repertoires,” and
finally, through deep understanding of the community context, considers the
purposes and genre of the text (p. 208). In either the text-first or the context-
first approach, identifying with certainty a text’s communicative purpose
comes late in the analytic process, which acknowledges that all the texts of
a particular genre—like shopping lists—may vary in their purposes
depending on situation. Thus, rather than being a starting point for iden-
tifying genre as it was in Swales’ earlier definition, understanding a text’s
communicative purpose, for Askehave and Swales, is a “reward or pay-off
for investigators” after a thorough investigation of textual and/or contextual
elements (p. 210).

Task 1.3 Identifying communicative purpose and genre:

two approaches
This task gives you an opportunity to try out Askehave and Swales’ (2001) text-first
and context-first approaches for identifying a text’s communicative purpose(s) and
genre; see discussion of these approaches in the section above.
Consider the following text, and then answer the questions that follow.
 Introducing genre in ESP 15

Melody Carpenter and Pat Sidney Reyes were married on January 9 at Heritage
Hall in Redlands, Massachusetts. Pastor Janet Tobias officiated. The bride, 38, is
keeping her name. She is a senior attorney for the Redlands District Attorney’s
office. She received a JD from Yale Law School after graduating with a BA in
English from California State University, San Bernardino. She is the daughter of
Dr. Rebecca Longacre and Dr. Malcolm R. Carpenter, both pediatric surgeons at
Community Hospital. The groom, 36, is the founder of GoUp, a non-profit
provider of social services for parolees. He graduated from the University of
Michigan with a Master’s in Public Health and a Bachelor’s in Social Work. He is
the son of Sara Reyes (née Jones), principal for the Lakeview School for Girls,
and Gene Reyes, lead planner for the Redlands Office of Urban Redevelopment.
The couple met at Likeminded.com.

1 Explain how you would determine the communicative purposes and genre
of this text using a text-first approach (see above).
2 Explain how you would do this using a context-first approach (see
above).
3 Which of these two approaches—text-first or context-first—most appeals
to you as a way to understand the communicative purposes of this or
other texts? Why?
4 What communicative purposes did you identify for the genre represented
by this text?
5 What would you call the genre of this text?
6 How might this genre be “re-purposed” in ways you would not think of
initially?

Genre and discourse community

Also central to Swales’ 1990 genre thinking is discourse community. As
Swales defined it, a discourse community is a network of people with a “set
of common public goals” that uses (and sometimes creates) genres to further
these goals (p. 24). To illustrate, we can think of a church group—a fairly
prototypical discourse community—that employs the genres of sermons,
newsletters, budget proposals, and prayer request cards to support the
interests and goals of its membership. This relationship between discourse
communities and genres is a possessive one: “[G]enres are the properties of
discourse communities,” argued Swales (1990, p. 9). And as such, discourse
communities differ from speech communities, which, rather than being
defined by common goals and genres, are bounded by a shared language, dialect
features, or geography. Thus, while a group of comet followers (hailing from
various languages and parts of the globe) could constitute a discourse com-
munity, residents of Hokkaido, Japan would be better characterized as a
speech community.
16 Introduction

In his later re-thinking of such arguments, Swales (1993; 2016) has acknowl-
edged that the concept of discourse community may not be so clear-cut, or
necessarily distinct from that of speech community. A geographically defined
group of people, for instance, could still have common interests. As Swales
writes, “we have university towns (Oxford, Ann Arbor, Madison); sporting
towns (St. Andrews, Newmarket, Saratoga), government towns (Ottawa,
Canberra), religious towns (Assis, Mecca)” (1993, p. 695). There also
exist at least semi-geographical “local discourse communities” defined by
particular physical places where people work, “as in a factory or a university
department” (2016, p. 5). In addition, with regard to genre, Swales (2016)
now suggests that use rather than possession better captures the genre-
discourse community relationship. He writes that genres are “rarely owned”
but rather can be “utilize[d]” by a discourse community “in the furtherance
of its sets of goals” (2016, p. 8). In addition, some genres appear to trans-
cend discourse communities. In their study of suicide notes, for example,
Samraj and Gawron (2015) suggest that this genre belongs to a broader,
perhaps even global, speech community rather than a specialized discourse
community.

Genre metaphors
Part of Swales’ genre re-thinking has involved not only a nuanced reconsi-
deration of genre’s relationships to communicative purpose and discourse
community, but also a demurring on whether a genre definition is useful at
all. In 2004, Swales writes that he is “less sanguine about the value and
viability of such definitional depictions” in part because they do not hold up
in all circumstances (as we have seen above) and because they prevent us
from seeing all there is to see in genres (2004, p. 61). In lieu of a singular
definition, then, Swales (2004) proposes that the genre concept be explored
in terms of various metaphors, each illuminating something different about
genre. His six metaphors are genre as frame that facilitates social action;
genre as standard that constrains what is appropriate in a given text; genre
as biological species that can “evolve, spread, and decline”; genre as families
where members have “a common genealogical history” yet vary in degree of
family resemblance; genres as institutions that embody community values;
and genres as speech acts that perform actions as called for by the situation
(pp. 61–68).
Applying several of these metaphors to, say, the obituary genre, we see
that each highlights a particular way this genre works in the world.
For example, an obituary is a frame that we use to remember the
deceased, and it performs this speech act of remembrance as directed by
certain circumstances. This genre also has some standard moves and
conventions of expression; yet, like a biological species, it has evolved in
unique ways in particular communities such that its family members,
 Introducing genre in ESP 17

although sharing some common origins and features, also exhibit varia-
tion. Regarding this latter point, Nwoye (1992) found that Nigerian,
German, and English (U.S. and British) newspaper obituaries displayed
linguistic differences that pointed to the influence of their cultural con-
texts. The Nigerian obituaries, for example, had much more frequent use
than the German or English ones of “expressions with strong religious
connotations” (p. 21), including departed this sinful world, transformed
into eternal glory, and joined the saints triumphant, which evolved out
of strong beliefs in the afterlife in Nigerian cultural and religious
traditions.

From Swales to an explosion of ESP genre research

It is hard to overstate the influence of Swales’ genre theorizing, re-theorizing,
and analyses on ESP genre research and teaching. Even in just narrow terms,
Swales’ CARS model illuminated in groundbreaking ways the rhetorically
complex introductions of published RAs, a “gargantuan,” knowledge-producing
genre for many academic fields (Swales, 1990, p. 95). More broadly, Swales’
work, particularly his style of moves analysis, has inspired many, many
analyses of other genres relevant to ESP students, including lectures, seminar
discussions, book critiques, blogs, sales letters, legal case studies, tourist
brochures, suicide notes, and research reports of various kinds, as a key-
word search on genre in ESP-related journals will reveal. Bawarshi and Reiff
(2010), in fact, observe that “[i]t is largely due to Swales’ work and the
research it has inspired over the last twenty years that ESP and genre
analysis have become in many ways synonymous” (p. 41). Swales has also
changed how text analysis is done, leading ESP researchers not only to study
discourse structure via moves analysis, but also to consider how moves are
shaped by a genre’s communicative purposes and by the communities that use
the genre.
The impact of Swalesian genre analysis is seen in ESP teaching materials
as well, including several popular graduate writing textbooks that engage
students in investigations and productions of various academic genres
(Swales & Feak, 2011, 2012; Feak & Swales, 2009). Swales’ genre re-thinkings
also have applications for ESP classrooms. His work with Askehave on
communicative purpose, for example, suggests that teachers (and students)
ought to take time to explore a genre’s contexts, uses, and forms before
(re)defining its purposes. In addition, Swales’ genre metaphors provide a
sense of how a genre can be taught from different angles, focusing on, for
example, its standard conventions, or the social action it accomplishes, or its
evolution over time, and so on. Indeed, Tardy (in Johns et al., 2006) has
argued that teaching just one such dimension at a time makes genre learning
less overwhelming, allowing ESP students to start with a single element and
then gradually integrate others.
18 Introduction

Task 1.4 Teaching different dimensions of genres

This task asks you to consider how Swales’ genre metaphors might inform your
own teaching of a particular genre. Imagine that you plan to teach a group of
non-native English-speaking graduate students about the genre of biostatements,
those descriptions of authors (often written by the authors themselves) found
at the end of an article, chapter, or book (see discussions of this genre in
Hyland, 2012; Swales & Feak, 2011; Tardy & Swales, 2014). Here is one such
biostatement from a 2015 article:

Jean Mark Gawron is Professor of Linguistics at San Diego State University.

His research interests include Statistical Parsing, Distributional Semantics,
and Formal Semantics. He has used distributional semantics to analyze the
language of white militant, climate change, and anti-vaccine websites,
focusing on the discovery of linguistic group membership markers.
(Samraj & Gawron, 2015, p. 101)

1 Find three or four sample biostatements at the end of a journal article,

chapter, or book.
2 What different aspects of biostatements could possibly be explored with
your ESP students? For ideas here, think about Swales’ (2004) different
metaphors for genre.
3 Which of these aspects of genre would you start with in a unit on
biostatements? Which would you conclude with? Why?
4 Design an activity to help students understand one of these dimensions of
biostatements.

ESP and other genre traditions

Thus far, this chapter has offered a thumbnail sketch of the evolution of
genre studies within ESP’s 50-year history, as summarized in the box
below.

Evolution of ESP genre studies

1960s–1970s: pre-genre EST (foundation for future genre work)

 EST analyses of scientific texts

 Early analyses: Frequently occurring grammatical items

 Later analyses: Rhetorical purposes of grammar and discourse organi-
zation (Washington School)
 Introducing genre in ESP 19

 Teaching materials
 Early materials: Grammatical pattern practice
 Later materials: Analysis and production of larger discourse segments

1980–1990: early genre work

 Analyzing grammar in a specific genre

 Passive voice in astrophysics research articles (Tarone et al.)

 Analyzing genre organization and content as moves

 CARS moves in research article introductions (Swales)
 Initial theories of genre

 Genre, communicative purpose and discourse community (Swales)

1990s–present: centrality of genre

 Explosion of ESP genre studies

 Ongoing revisions of genre theory

 Complexity of communicative purpose

 Genres in relation to speech communities and discourse communities
 Multiple metaphors for genre

 Genre-based teaching materials

This ‘story’ helps us not only to appreciate the progression of genre-related

ideas in ESP but also to understand ESP’s points of connection and divergence
with two other traditions of genre work: Rhetorical Genre Studies, also
known as ‘New Rhetoric’, and Australian genre approaches, also referred to
as the ‘Sydney School’. Although in recent years some of the differences
among these three traditions (and particularly those between ESP and
Rhetorical Genre Studies) may have become less sharp (Artemeva & Freedman,
2015; Swales, 2009b), each has had and continues to have distinctive
emphases. Comparing the three can illuminate both the uniqueness of ESP
genre work and its intersections with other bodies of genre work.

ESP and RGS

Rhetorical Genre Studies (RGS) refers to genre scholarship in the fields of
rhetoric, composition (i.e., first-year undergraduate writing), and profes-
sional writing. This work has tended to focus on genres within North
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