"Giving your money or your philanthropy" : a genre approach to analyzing online fundraising genres

Pao Yue-kong Library Electronic Theses Database

"Giving your money or your philanthropy" : a genre approach to analyzing online fundraising genres

 

Author: Liu, Bo
Title: "Giving your money or your philanthropy" : a genre approach to analyzing online fundraising genres
Degree: M.A.
Year: 2014
Subject: Discourse analysis
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of English
Pages: vii, 60 pages : illustrations
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2775924
URI: http://theses.lib.polyu.edu.hk/handle/200/7706
Abstract: This article presents an in-depth investigation on online fundraising genres in the context of higher education in Hong Kong. Its attention has been paid on three perspectives on the departure of genre analysis the generic structure of online fundraising; fundamental and representative aspects of lexico-grammatical features and the functions of visual images as well as their relation with texts. This study presents qualitative analysis of a small corpus of fundraising texts from the four universities' websites in Hong Kong. It aimed to answer the following questions: (1) Do these online fundraising genres possess a particular generic structure? (2) How do fundraisers persuade potential donors by selecting some particular lexico-grammatical features? (3) How the visual images on the websites achieve the goal of raising fund? The integrated analysis was conducted using the framework of Halliday's approach (SFL), Bhatia' ESP approach and Kress and Leeuwen's visual grammar. This outcome of this study should be valuable and significant for having a better understanding of online fundraising genres.

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