Mixing texts, genres & discourses

Question 1

intertextuality=

Answer 1

words or other signs from one specific other text to another text

Question 2

how can intertextuality be used>

Answer 2

-quoting (directly refer to)
-reporting (“X said Y”)
-alluding (indirectly refer to)

Question 3

intertextuality- quoting>

Answer 3

• direct reference
• e.g. spoken “i was like “how dare you?”
  -e.g. visual: coca cola ad van & setting or italian job scene

Question 4

intertextuality- alluding>

Answer 4

• indirectly referring to
• e.g. “how do we navigate the brave new world of online exams” (alludes to shakespeare)

Question 5

everyday examples of intertextuality>

Answer 5

• citations in academia
• referring back to conversation
• screenshots of posts
• song titles being names after films/books

Question 6

Intertextuality in ads> forms>

Answer 6

• quotations from consumers
• celebrity endorsements
• songs (including rewritten lyrics)
• using characters from or visual allusions to other media

Question 7

Functions of intertextuality in advertisments>

Answer 7

• gives authority (through endorsements)
• undercuts the advertising genre (less overtly promotional)
• entertains
• flatter the audience: (intertextual allusion reward the knowledge of the audience)

Question 8

Interdiscursivity=

Answer 8

the mix of genres & discourses within a text
>borrowing of features from one genre (/area of social life) to another
>can involve lingusitic, visual & other modes

Question 9

2 types of interdiscursivity in ads>

Answer 9

1>ads drawing on other GENRES (text types) (e.g. fairy tales, film posters, cook books, poetry)
2>ads drawing on other DISCOURSES (e.g. science, sports, politics, religion, literature

Question 10

Scientific discourse in ads>

Answer 10

• graphs/diagrams
• numbers
• passive voice
• scientific lexis/jargon
• subjectivity (‘appears’/’feels’/’looks’)
• vagueness (‘more than X amount’)
• pseudo-science (‘wear-out-effect’)
• exclamation marks

Question 11

Functions of interdiscursivity in ads>

Answer 11

-enhances credibility
-undercuts the advertising genre
-allows audience to escape everyday reality
-courts controversy

Question 12

How to approach intertextuality/interdiscursivity>

Answer 12

1>establish which is present (or both)
2> if intertextuality>identify which specific text(s) being borrowed; if interdiscursivity>have some prototypical e.g.s to compare
3> look at different levels (layout, visuals, vocab, grammar)
4> find where matches & differs
5>ask what the benefit is (to advertiser) of using I/I in specific ad

Question 13

what are dialogical texts?>

Answer 13

-texts where there is interaction between 2 or more voices

Question 14

what are the ways in which texts can be ‘dialogical’>

Answer 14

-being literal dialogues
-using quoting & reported speech to corroborate their argument (reconstructed dialogue)
-anticipating reader response (simulated dialogue)
-linking up to earlier texts (metaphorical dialogue)

Question 15

mixing texts, genres & discourse conc>

Answer 15

-readers are active & knowledgeable, so can easily recognise intertextuality
-intertextuality & interdiscursivity lead to blurring boundaries between genres
-crossovers between different discourses bring different kinds of authority
-every text is made up of traces of other texts