| 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: | Department of English |
| Pages: | vii, 60 pages : illustrations |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b27759246.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 903.91 kB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/7706