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

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dc.contributor.authorBangeni, Bongien_ZA
dc.date.accessioned2014-10-28T14:02:06Z
dc.date.available2014-10-28T14:02:06Z
dc.date.issued2013en_ZA
dc.descriptionThis is the author's version of a work that was accepted for publication in English for Specific Purposes. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in English for Specific Purposes, Volume 32 Issue 4, 2013. DOI: 10.1016/j.esp.2013.05.001.en_ZA
dc.description.abstractThis 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 negotiation 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 disciplinary 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 purpose 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 argumentative essay, contributes to this mismatch. The article concludes by outlining the pedagogical implications of the findings from an ESP perspective.en_ZA
dc.identifier.apacitationBangeni, B. (2013). An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level. <i>English for Specific Purposes</i>, http://hdl.handle.net/11427/8832en_ZA
dc.identifier.chicagocitationBangeni, Bongi "An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level." <i>English for Specific Purposes</i> (2013) http://hdl.handle.net/11427/8832en_ZA
dc.identifier.citationBangeni, B. 2013. An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level. English for Specific Purposes.en_ZA
dc.identifier.issn0889-4906en_ZA
dc.identifier.ris TY - Journal Article AU - Bangeni, Bongi AB - 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 negotiation 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 disciplinary 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 purpose 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 argumentative essay, contributes to this mismatch. The article concludes by outlining the pedagogical implications of the findings from an ESP perspective. DA - 2013 DB - OpenUCT DP - University of Cape Town J1 - English for Specific Purposes KW - audience awareness KW - written case analysis KW - disciplinarity KW - antecedent genre KW - prior genre knowledge KW - transition LK - https://open.uct.ac.za PB - University of Cape Town PY - 2013 SM - 0889-4906 T1 - An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level TI - An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level UR - http://hdl.handle.net/11427/8832 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/8832
dc.identifier.vancouvercitationBangeni B. An exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level. English for Specific Purposes. 2013; http://hdl.handle.net/11427/8832.en_ZA
dc.language.isoengen_ZA
dc.publisherElsevier Ltden_ZA
dc.publisher.departmentAcademic Development Programme (ADP)en_ZA
dc.publisher.facultyCentre for Higher Education Developmenten_ZA
dc.publisher.institutionUniversity of Cape Town
dc.sourceEnglish for Specific Purposesen_ZA
dc.source.urihttp://dx.doi.org/10.1016/j.esp.2013.05.001en_ZA
dc.subjectaudience awarenessen_ZA
dc.subjectwritten case analysisen_ZA
dc.subjectdisciplinarityen_ZA
dc.subjectantecedent genreen_ZA
dc.subjectprior genre knowledgeen_ZA
dc.subjecttransitionen_ZA
dc.titleAn exploration of the impact of students' prior genre knowledge on their constructions of 'audience' in a Marketing course at a postgraduate level.en_ZA
dc.typeJournal Articleen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourcePostprinten_ZA
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