The Tex u e o In e ne : Ne linguis ics in P og ess, edi ed by San iago Pos eguillo, Ma ía José Es e e,
M.
Lluisa Gea-Valo
Tl is book us published 2007 by
Camb idge Schola s Publishing
15
Ange on Ga dens, Newcas le, NE5 2JA, UK
B i ish Lib a y Ca aloguing in Publica ion Da a
Aca alogue eco d o l is book
is
a ailable om he B i ish Lib a y
Copy igh ©2007 by San iago Pos eguillo, Ma ía José Es e e,
M.
Lluisa Gea-Valo and con íbu o s
AH
igh s o his book ese ed.
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pa
o
l is book may be ep oduced, s o ed in a e ie al sys em,
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o
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o
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o ilie
copy igh owne .
ISBN 1-84718-173-2; ISBN
13:
9781847181732
sp ead and e ec i eness. Hence, cybe gen es connec wi h he globalising mood
o
con empo a y socie ies and g ound, wi h he help
o
an adequa e online
discou se and awa eness
o
co nmuni y implica ions, mode n, up- o-da e
co po a e websi e images cha ac e ised by ase ies
o
ecu si e ea u es
o
be
ound in each indi idual company websi e.
Thus, he co po a e (websi e) image o e ed by indus ial clus e s
in
gene al
and by he Spanish ce amic indus ial clus e in pa icula
is
enhanced by he use
o
gen es ha i and
o11ow
he logic
o
he imes
in
e ns
o
e olu ion
(cybe gen es). These digi al gen es ex end he po en ial
o
adi ional ones in
e ms
o
mee ing he expec a ions and e lec ing he co nmunica i e p ac ices
o
discou se communi ies, allowing he c ea ion
o
acohe en , e ec i e and easily
iden i iable co po a e websi e image.
CHAPTERTHREE
THE
DIGITAL REPRESENTATION
OF
AN INDUSTRIAL CLUSTER
THROUGH ITS CORPORATE
WEBSITE
IMAGE:
ONLINEDISCOURSE AND GENRE
ANAL
YSIS
The Digi al Rep esen a ion
o
an Indus ial Clus e h ough
i s Co po a e Websi e I nage
47
NURIA
EDO
MARZÁ
In he high- ech wo ld,
i you' e
no on he ne , you' e no in he know
-The
Economis
o.
Abs ae
Gen e analys s,
especia11y
in he a ea
o
academic
?is~ou se,
h;:~
em hasised he idea
o
change in gen es. Gen es
a e.
dynaIDlc
.ms ances. a
e ~ e
as socie y changes (Swales, 1990; De i , 1993 m
Pos egu~ll~,
20~.
31~
due o hei ole as communica i e ac ions o
know~edge.
ans ilSSlOn.
?~
o
socie y, indus ial clus e s and hei
co espond1D:g
dlsco~se
co~un.l leS
also adap hei communica i e p ac ices and he
COgDl lO~
m.ec
am~ms
.
l·
Adingly he commu uca l e ac lons
(gene ic con en ions) o his e o u lon.
cco ,
1 ) h
d·mmuni ies
(o
which indus ial clus e s a e an examp ea e
olscou se co i d b hnologies The
ol ed o i and bene i om he ad ances o e e ynew
e~
. h
:~ap a ion
o
hese mechanisms
o
cogni ion
o
h~
dem~ds
:upose~ bYsuc:
imes has hus necessa ily implied he e olu lon an c
~nge
mechanisms: gen es.
As
a esul , he concep
o
gen e has gl en way o a
ela i el new concep , ha
o
digi al gen e o
cybe gen ~.
..
The
Yinc easing
use ha indus ial clus e s and he
~spec l e
discou se
. . ak "new" digi al gen es obeys he po en lal hey p esen o
communl les m e o . ·bl ind
assembling
in
asingle gen e ( he websi e) ase ies
o
ea u es
l DpOS~l
e. o
in mo e adi ional ones, and o con aining
sma11e
cyb gen es
Wl h
di e~~~
de ees
o
e olu ion compa ed wi h adi ional gen es
..
Among he
~ha ac ens
~c
e~es
o
cybe gen es we md in e ac i i y, a
p e-emme~
ole
o
l D~ge,
a~~~~
and ideo, quick and easy in o ma ion access, wo ldwlde scope,
n ne
1.
In oduc ion
Gen es a e o ganlzmg s uc u es ha shape and ep esen he
communica i e ac ions and p ac ices
o
discou se co nmuni ies h ough hei
use.
The impo ance
o
gen e as a"shape " and "communica o "
o
knowledge
is
la en in any discou se co nmuni y in e ac ion. Al hough gen e and indus ial
clus e s may a s sigh seem
o
be wo concep s wi h e y li le in common,
he
concep s
o
co nmunica ion and discou se co nmuni y do no seem so a
apa o
In
ac , co nmunica ion
is
undamen al in almos e e y aspec
o
li e and i
is
he p esence
o
gen e
in
e e y single communica i e si ua ion ha makes
hese concep pai ela ionships possible and easily unde s andable. Ce ain
gen es end
o
occu ecu si ely in ce ain communi ies becoming cogni i e
mechanisms ha help o s eng hen he ne cons i u ed by he co nmuni y.
The e o e, gen e and indus ial clus e s -unde s ood as ins ances
o
discou se
communi ies- go hand
in
hand.
As agene al ule, he membe s
o
adiscou se co nmuni y necessa ily sha e
ase ies
o
ea u es
in
common (see sec ion
1).
This is he key issue o he
c ea ion
o
he co po a e (websi e) image
o
an indus ial clus e . In spi e
o
he
in insically au onomous, compe i i e na u e
o
he companies o ming pa
o
any
indus ial clus e , all he i ns in i sha e ase ies
o
ea u es which
a110w
hem
o
be g ouped unde asingle en i y o denomina ion. Fo ins ance, he
goals pu sued by an indus ial clus e -unde s ood again as adiscou se
communi y- a e common,
in
gene al,
o
a11
he companies
o
he clus e ,
as
a e
he
gen es used o achie ing such pu poses. This allows he c ea ion
o
a
co po a e (websi e) image alid o he clus e
as
awhole since he di e en
companies o ming pa
o
i aim a maximising bene i s as amajo co nmon
goal
and also sha e, in gene al e ns, he echniques used o such apu pose.
These
echniques include agood use
o
gene ic con en ions and online
discou se.
As
ama e
o
ac , one
o
he mos e ec i e ways
o
os e ing
indus ial ac i i y and posi i e esul s
is
by being widely known ( he powe
o
in o ma ion
in
gene al and ICTs1
in
pa icula
is
i nmense nowadays) and new
digi al gen es allow he "he e-and-now" e ec ha mo e adi ional gen es
canno
so
easily achie e.
Following Be kenko e and Huckin (1995: 3) "gen es a e inhe en ly
dynamic he o ical s uc u es ha can be manipula ed acco ding o he
condi ions
o
use, and [...]gen e knowledge is he e o e bes concep ualised
as
a o m
o
si ua ed cogni ion embedded
in
disciplina y ac i i ies". Indus ial
clus e s can be conside ed disciplina y ac i i ies
in
which gen e is embedded
as
ameans o cogni ion and communica ion. This ac may also con ibu e o
unde s anding he inc easing use ha hese clus e s and hei espec i e
discou se communi ies make
o
new digi al gen es
in
an a emp o adap o and
p o i om he possibili ies o e ed by online discou se.
The e o e, since gen e
is
he way in which cogni ion is gi en ( he means o
ans ni ing and communica ing knowledge) and knowledge changes and
e ol es, gen es also necessa ily change and adap o his e olu ion. Cybe gen es
a e basically he esul
o
he necessa y e olu ion expe imen ed by gen es
in
esponse
o
he demands
o
discou se communi ies and an inc easingly
echnological wo ld. Howe e , in spi e
o
he mul iple ad an ages his si ua ion
ep esen s, achie ing he expec ed esul s en ails aco ec unde s anding
o
he
ne cul u e.
In connec ion wi h echnological ad ances, Fe a a e al. (1991) con end
ha echnology al e s gen es, gene a ing wha hey de ined as blu ed gen es.
This si ua ion, which may be ound mainly on he Ne , is de ined by Pos eguillo
(2003: 31) as he exis ence
o
"a
subs an ial numbe
o
di e en blu ed gen es
ha o e lap and which a e in pe manen change". In Ya es and O likowski's
(1992) iews communica ions in anew medium, such as he Wo ld-Wide Web,
will show bo h ep oduc ion o adap a ion
o
exis ing communica i e gen es and
he eme gence
o
new gen es. Following hese au ho s, many gen es a e being
o ha e al eady been adap ed o ake ad an age
o
he linking and in e ac i i y
ea u es
o
he new medium, and indus ial clus e s a e no excep ion. The
dyna nic na u e
o
gen es
is
con mned by ou daily ou ine
in
which
cybe gen es ha e success ully become pa
o
mos discou se communi ies and
indi iduals' li es.
Nowadays, i is inc easingly common and ad isable o companies
o
p esen hemsel es on he Ne . By means
o
websi es companies in oduce
hemsel es, ad e ise hei p oduc s and se ices, show hei ca alogues,
es ablish and main ain con ac (in e ac ) and ha e he possibili y
o
becoming
Fig. 3-1: S uc u e
o ilie
chap e .
Inius i.al clus ezs DiscoulSe C
'00'
.
(
..
oo"
__
__
og u
nE oluhan
10
ce amIC
lzuUS
i.al
clus e )--
comnuni
ies--
hlou
_1.
+.,,¡.,
&"
gen e
c
J'
e gen es
o
digi al gemes
49
Co po a e websi e
__
...¡
.....
i nage
(o he
ce a.mic
i dus
i.al
clus e )
Analysis
o
cmline
dis
cou se
2. Indus ial c1us e s and discou se co n nuni ies
T~e
di e en .
indus~al
clus e s exis ing nowadays in he business wo ld can
be
sald o
~ons l u e
dlscou se co nmuni ies. Howe e , discou se co nmuni ies
may
some lmes seem blu ed, o e lapping and e en inde mi e. This
is
so
because
.wh~
~o
many people may cons i u e asingle, well-de med unique
~omm~l y
ml sel .(
~ e ~ll
iew), o o he people may be ag oup
o;
smalle
n eg a mg comn:unl leS (m eg a ing iew) o ning all oge he amuch bi e
?ne
co~p ehendm~
he.
es .
~o
ins ance, in he speci ic case
o
he
ce ~c
ndus nal co nmuDl y,
l
he m eg a ing iew
is
conside ed he co nmuni y
could.
b.e
unde s ood o be he bigge , gene al "en i y"
e~ul in
om he
aSSOCla lon
o
smalle co nmuni ies. In his case, hese smalle
c~ nmuni ies
~oU!d
be hose made up
o
che nis s, whi e-colla wo ke s, blue-colla wo ke s
eSl~e s,
membe s
o
he boa d, dis ibu o s and salespeople and
he~
~oupm~
o~e he
would esul in he ce a nic indus ial
co~uni y
This
n eg a ng
Vlew
o
he clus e could also be ackled om amo e
bu~iness-
The Digi al
Re~ esen a ion
o
an Indus ial Clus e h ough
I s Co po a e Websi e Image
kn~wn
wo l~wide.
These possibili ies, combined wi h he a o emen ioned
no lO~s
o
dlscou se communi y, (cybe )gen e and online discou se analysis
con~ l u e
~he
key ac o s o
h.e
c ea ion
o
an adequa e digi al ep esen a ion
oí
an mdus nal clus e h ough
l S
co po a e websi e image. Indus ial clus e s
wha e e
hey.
a ~,
s udy
an~
analyse hese aspec s when designing
he~
co po a e
websl~e
lIDages,
WhlCh
mus be easily iden i iable ep esen a i e
o
he
whol~
and al h ul o he "poli ics"
o
he clus e . '
.In
hlS
chap ~ ,
he.
di e en aspec s men ioned
in
his in oduc o y sec ion
wIll be p og essl ely m oduced and deal wi h o comple e he diag a n n
i
( low) ep esen a ion indica ed
in
igu e
l.
The Spanish ce a nic
indus~ia~
clus e has been he one chosen
o
illus a e his opic.
Chap e Th ee
48
1In o ma ion and Co n nunica ion Technologies.
o ien ed bu equally alid and cohe en pe spec i e. This pe spec i e would be
o conside he ce amic clus e as made up
o
smalle communi ies which would
co espond o he di e en mns specialised in he di e en s ages in ol ed in
he ce amic p oduc ion p ocess (so ne
o
hem a e adjacen indus ies bu
necessa y in he p ocess). These smalle communi ies would be he mns in
cha ge
o
ex ac ing and supplying aw ma e ials, he mns
o
i s, glazes
a~d
colou s, hose
o
machine y p oduc ion and p emises main enance, hose m
cha ge
o
ile p oduc ion ( iles
as
a mished p oduc ) and he ins i u ions o
o ganis ns ela ed
o
he clus e .
In
o de o shed so ne ligh on his issue, a
se ies
o
ea u es whose accomplishmen de mes, acco ding o Swales (1990), a
discou se communi y, a e p esen ed in he ollowing pa ag aphs. Mos p obably,
hese pa ag aphs lead o he conclusion ha bo h iews
o
adiscou se
communi y ( he o e all and in eg a ing ones) a e alid and may e en be gi en
simul aneously. Howe e , in o de o make he chap e easie o
oHow,
he
indus ial clus e
o
he ce amic indus y (and i s co esponding discou se
communi y)
is
conside ed he e om he o e all iew, ha is o say, as awhole,
wi hou making any e e ence o smalle "in eg a ing" communi ies.
As commen ed a he beginning
o
his sec ion, al hough discou se
communi ies may some imes be di icul
o
delimi , hey a e no some hing
abs ac o aguely de med. In he speci ic case
o
he Spanish ce amic
indus ial clus e , he main eason o being conside ed acommuni y in spi e
o
he di e en mns o ming pa
o
i is, basically, ha
aH
hese mns sha e
common objec i es.
In
o de o enhance he accomplishmen
o hese
objec i es,
he clus e /communi y possesses ase ies
o
pa icipa o y mechanisms
a icula ed by he concep gen e. Discou se communi ies a e hus ne wo ks
cha ac e ised
by
edundan and equen ela ionships gi en h ough gen e and
by common alues and no ms esul ing in compe i ion le e aging, high quali y
in o ma ion and aci knowledge ans nission. A he same ime, his
is
ansla ed in o a"compe i i e ad an age" o mns based on solida i y and
common alues bu also cha ac e ised, in he speci ic case
o
he ce a nic
indus ial communi y, by an in insic i a1 y be ween mns imposed by he e y
na u e
o
any business-o ien ed communi y.
Any discou se communi y we may hink
o
p esen s ase ies
o
ea u es ha
cha ac e ise i as such.
In
Swales' (1990) iews, he concep ualiza ion
o
discou se communi ies can
be
summa ised in he iden i ica ion
o
six de ining
cha ac e is ics, which a e necessa y and su icien o iden i y ag oup
o
indi iduals
as
adiscou se communi y (as happens he e wi h he ce amic
indus ial clus e ):
1)
"A
discou se communi y has ab oadly ag eed se
o
common public
goals" (Swales, 1990: 24-25).
50 Chap e Th ee
The Digi al
Re~ esen a ion
o
an Indus ial Clus e h ough
51
I S
Co po a e Websi e Image
These. public goals.a e,
~
he
c~se
o
he ce amic indus ial communi y,
a h~
acI because, as many mdus nal, business- ela ed ac i i y, he objec i es
a e,
~n
.gene al:
o
bec~~e
.leade s in he sec o , ex end ma ke s, a ac clien s,
maXI iIse
bene i s, mmnlllse losses, e ec i ely igh agains compe i ion and
be a he
~ e on
o
inno a ion, in as uc u es and echnology. Howe e;, he
ac
o
sha mg
co~?n,
public goals like he aboye does no p e en indi idual
~s
om
~l~o
aI img a hese goals. Compe i ion is always la en in any
busmess
.aC IVI y
bu , al hough he mns o ning pa
o
he ce amic indus ial
communI y igh o hei success a an indi idual le el, hey a e awa e
o
he
ac
ha~
he
su~cess
o
he clus e as awhole
is
always posi i e o he
compallles onnmg pa
o
i .
Thus, he discou se communi y ( he "clus e -
ea u e") makes he indi idual s onge .
2)
"A
discou se communi y has mechanis ns
o
in e communica ion among
i s membe s" (Swales, 1990: 25).
These
mechanis~
~a y
de?ending on he communi y and in he speci ic
case
o
he ce a mc mdus Ial communi y hese a e: in ema ional ai s
(Ce isama, Ce saie
...
), joumals and pe iodicals (Ti e and B ick In e na ional
Ziegeli~dus ie
~n e na io~al,
Técnica Ce ámica, Ce amica Injo mazine:
Indus Ial Ce amlcs, Bole m de la Sociedad Española de Ce ámica yVid io
e c.), con e sa ions, e-mails, axes, co espondence, e c. '
~)
"J:-
disco~se
communi y uses i s pa icipa o y mechanisms p ima ily o
p o Ide
m~o ma lOn
and eedback" (Swales, 1990: 26).
.
Acco~dmg
o Swales (1990: 26) "membe ship implies up ake
o
he
~ o ma lOnal.
0ppo uni ies:'. In
~
way, his
is
he esul
o
ha ing
m e commU~Ica Ion
mechamsms
WhICh
a e mainly used
o
accomplish public
goals bu which can also be used o mo e p i a e ones.
In
~e
Spanish ce a nic indus ial communi y, o ins ance, he mos
p o o~pIcal
exam?le
o
apa icipa o y mechanism
is
ASCER (Asociación
~span?la
de.
~~bncan es
.de Azulejos yPa imen os Ce ámicos), akind
o
mee m~ ~om
~o
he dI e en mns in he
clus ei.
In
he same way, o he
co~panIes
websI es can be eso ed o in o de o become awa e
o
hei
philosophy, p oduc s, inno a ions, ends, echniques, p ocedu es weaknesses
e c.
Conseq~en~ly,.
in o ma ional
~ppo uni ies.
can be used ei he ' o
s eng he~
he
commulll y s Ies and bene i
I s
common m e es s o o ob ain in o ma ion
abou membe companies wi h mo e p i a e objec i es.
.4)
"A
disc~u s~
communi y u ilizes and hence possesses one o mo e gen es
ID
he
commulllca I e u he ance
o
i s aims" (Swales, 1990: 26).
~I
This
i~
he eason why
AS~E~'s
websi e could be conside ed agood, simple way
o
1lus a mg he co po a e websl e Image
o
he ce amic indus ial clus e .
Depa ing om he ac ha "gen es a e how hings ge done, when
l~guage
is
used o accomplish hem" (Ma in, 1985: 250 in Swales, 1990:
2~)
dlscou se
expec a ions a e c ea ed by he gen es ha adi ionally ha e a lcula ed he
ope a ions
o
he discou se communi y (Swales, 1990: 26). Consequen ly, each
kind
o
discou se communi y a ou s ce ain gen es mo e han o he s because
i s goals a e be e accomplished h ough hem and he communi y as such
is
be e ep esen ed by hem.
.'
.
In he case
o
he ce amic indus ial commum y new dlgi al gen es such as
web pages i pe ec ly well in o he "philosophy"
o ~e
communi y. This
is
~o
because, apa om me ely linguis ic conside a lOns, hey allow apld
communica ion, isual po en ial, amuch wide each o scope and powe ul
ad e ising - ac o s which always bene i any business
ac~ i y.
.
5)
"In
addi ion o owning gen es, adiscou se commum y has acqu ed so ne
speci ic lexis" (Swales, 1990: 26-27). . .
The use
o
higWy echnical ocabula y is a
cha ac ens~c.
e~ u e
o
an!,
indus ial ield and ce amics
is
no an excep ion. The speclahsa lOn ha
hlS
indus ial ield implies
as
ap o essional and higWy
echnolo~ical
b anch
~
knowledge is cohe en ly exp essed by i s
e mino~o~.
Communl y membe sh.lp
is
highly de e mined by he e icien commu nca lOn exchange.
be:wee~
l S
membe s (expe s), and p ope communica ion wi hin acommu n y . nphes a
co ec knowledge and use
o
he e minology speci ic o ha
comm~m y
.
6)
"A
discou se communi y has a h eshold le el
o
membe s wi h asUl able
deg ee o ele an con en and discou sal expe ise"
(S .:
ales
,.
19?~:
27).
"Discou se communi ies ha e changing membe ships; mdi lduals en e
as
app en ices and lea e by dea h o in o he less
in olun~
ways.
How~ e ,
he
su i al
o
he communi y depends on a easonable a io be ween
no l~es
~nd
expe s" (Swales, 1990: 27). Usually, amembe .belonging
o
~
communl y like
he one unde analysis has adeg ee
o
expe lse on he subJec (p ocedu es,
ma e ials, ans o ma ion, mal p oduc , e c.) ha he layman.does no possess.
Wi h hese conside a ions, he obse a ion and analysls
o
gen e can be
conside ed one
o
he i s and main s eps o co ec ly unde s anding and
analysing adiscou se communi y and hence o desig ¡ing an adequa e
co po ~ e
websi e image. This necessa ily implies agood knowledge
o
commulllca~ e
p ac ices wi hin he discou se communi y as well
as
agood
kno~ledge
o
onlme
discou se and i s implica ions, as is explained in subsequen sec lOns. .
Howe e he e is a ac closely ela ed
o
Swales' (1990) poin numbe
SlX
ha canno be ig ¡o ed in any business ac i i y, no ma e which discou se
communi y
we
a e aiking abou .
I
is
some hing ob ious ha he
~embe s. o~
a
communi y, ha is o say, expe s and p o essionals
playa
c uclal ole m
11.
Howe e abusiness would be no hing wi hou clien s. Clien s do no
necessa iíyneed o belong
o
he discou se communi y bu a e undamen al o
53
52 Chap e
Th ee
The
Digi al
Rep esen a ion
o
an
Indus ial
Clus e
h ough
i s
Co po a e
Websi e
Image
success ully achie ing he se
o
common public goals communi ies/indus ial
clus e .s ha e (poin 1
in
Swales' ea u es).
In
addi ion
o
his, he public, easily-
accesslble na u e
o
digi al gen es makes i possible o p ospec i e clien s no
belonging o.
he.
communi y o
.use
he pa icipa o y mechanisms employed by
he commu n y m he commu uca i e u he ance
o
i s ai os. The e o e, i is
ad isab~e
o he co po a e websi e image
o
he clus e o con empla e and
ha mom~e
bo h pe spec i .es. This will be ansla ed in o accomplishing he
expec a lOns no only
o
dlscou se communi y membe s -ei he unde s ood as
pa icula companies o indi iduals- bu also
o
p ospec i e cus ome s. New
digi al gen es allow his kind
o
conside a ions by p ese ing, o ins ance he
possibili y
o
choosing he use p o ile. '
3. Gen e, eogni ion and eo n nuniea ion
Be o e del ing any u he in o ou opic, s a ing wi h ade ni ion
o
gen e
can
hel~
o
cla ~ y
one
o he
"pilla concep s"
o his
chap e . Following Swales
(1990, mBa hia, 1993: 13), gen e "is a ecognizable communica i e e en
cha ac e ized by ase
o
communica i e pu pose(s) iden i ied and mu ually
unde s ood by he membe s
o
he p o essional o academic communi y in
which i egula ly occu s".
Cogni ion and communica ion a e always gi en h ough gen e.
Me apho ically speaking, gen e on he one hand and cogni ion and
communica ion on he o he a e he ecep acle and he wa e . Gen e is a
ecep acle used o ca ying and con aining wa e (cogni ion and
communica ion). Wa e
is
cons an ly needed, in he same way
as
knowledge and
communica ion a e, bu wi hou a ecep acle i is impossible
o
ca y any wa e
om X o Y. This
is
he unc ion
o
gen e, i allows us o "ca y wa e "
(communica ion) and o "d. ink wa e " (cogni ion). This
is
he main pu pose
o
gen e and he main ea u e
o
be conside ed in he cons uc ion
o
gen e: he
communica i e mission i
is
in ended o ul il.
Co~unica ion
.is equen and necessa y among he membe s
o
any
c~mmu u y.
Followmg Ag e (1997) and in acco dance wi h Swales' (1990)
Vlews,
al hough acommuni y migh ha e as onge o weake sense
o
i sel as
such, communi ies ha e ace ain deg ee
o
collec i e cog ¡i ion and his
cog ¡i ion needs o be communica ed o he communi y
o
become s onge ,
e ol e a?d
de ~lop.
In he speci ic case
o
he ce amic indus ial communi y,
h ough m e ac lOn, he di e en companies o ning pa
o i
lea n om o he s'
expe~ence,
es ablish common s a egies, de elop asha ed, speci ic ocabula y
( e~ology)
and ollow adis inc i e and cha ac e is ic way
o
hinking and
ac. mg.
All hese ac ions a e ca ied ou and codi ied h ough gen e so ha i is
Wl hOU
adoub akey issue o ake in o accoun h oughou his chap e . Any

54
Chap e
Th ee
The
Digi al
Rep esen a ion
o
an
Indus ial
Clus e
h ough
l s
Co po a e
Websi e
I nage
55
discou se co nmuni y mus be pe ec ly awa e
o
ag eed gene ic con en ions
when c ea ing aco po a e websi e image since i needs
o
mee ce ain goals and
expec a ions.
Ag ea deal
o
li e a u e has been w i en on he opic
o
gen e and many
p oposals o i s de ini ion and classi ica ion ha e been pu o wa d. Howe e ,
gen es
do
ha e a a he slippe y na u e which does no make hem easy
o
deli ni and classi y. Going back o he wa e me apho , he ue na u e
o
gen e
is
as icky o de me as i
is
o s op wa e slipping h ough you mge s.
~ille 's
(1994: 23) iews on he opic p o ide a heo e ically sound unde s andmg
o
gen es acco ding o which hese mus ocus no
so
much on he sub.s ance o
~e
o m
o
discou se bu on he ac ion hey a e in ended
o
accomphsh. Gen e
lS
always de e mined by hose who a e he p o o ypical owne s
o he
knowledge
i
ans ni s. These p o o ypical cogni ion owne s, whose knowledge and
co nmunica i e ou ines shape gen e and pe pe ua e
i
wi hin aco nmuni y, a e
he membe s
o
such co nmuni ies. Th ough gen e "we lea n o unde s and
be e he si ua ions
in
which
we
md ou sel es and we leam how o pa icipa e
in
he ac ions
o
aco nmuni y" (F eed nan and Medway, 1994: 2). As Mille
s a es (1994) he numbe
o
exis ing gen es
in
any socie y
~s
inde e~ina~e,
as
happens wi h co nmuni ies, and depends upon he complexl y and dl e sl y
o
he socie y (and, Iwould add, upon he subjec i e iew
o
eali y
we
as human
beings ha e).
Ano he ac o
o
be highligh ed be o e going any u he
is
he ac ha
gen e mus always be unde s ood as social ac ion. Gen es a e meaning ul only
when gi en in asocial con ex : "gen e, in his way
b~comes
mo e
~an
a o mal
en i y; i becomes p agma ic, ully he o ical, apom
o
connec lOn be ween
in en ion and e ec , an aspec
o
social ac ion" (Mille , 1994: 25).
To sum up, he success
o
he digi al co po a e ep esen a ion
o
an
indus~al
clus e depends on a ecognisable se
o
co nmunica i e pu poses cohe en
Wl h
hose p e iously assigned o mo e adi ional gen es bu aking
ad an ~ge.
o
new possibili ies and making agood use
o
online discou se. When
desl~g
he co po a e websi e image
o
adiscou se co nmuni y, he la e mus ecognlse
i sel
in
he cybe gen e. Acco dingly, he in e play be ween he concep s
o
gen e and discou se co nmuni y de e mines he c ea ion
o
any co po a e
websi e image in ended
o
accu a ely- e lec he eali y
o
an indus ial clus e .
This in e play allows (Ba hia, 1993) cogni i e s uc u ing (in he o m
o
ge~~)
o
show he accumula ed and con en ionalised social knowledge cha ac ens Ic
o
adiscou se co nmuni y.
I
is
his cha ac e is ic
es
sence ha mus be
main ained in he ''jump'' om adi ional o digi al gen es and hus one
o
he
main ea u es o de e mine an adequa e, cohe en co po a e websi e image.
4. Digi al gen es o cybe gen es
The concep
o
gen e has adap ed o new echnologies de eloping in o new
concep s
suc~
as
~?s.e
~
digi al gen e o cybe gen e. In Wa e s and Shephe d's
wo ds
(1~97.
54)
~lgl al
gen es ex end he concep
o
ali e a y o he o ical
gen e
?y
mco po~a mg
~he
no ion~
o
use in e ac ions and p ocessing". In he
ollowmg subsec lOns his g adualmco po a ion
is
desc ibed.
4.1. Keeping bings clea : In e ne - ela ed concep s
Be o e p oceeding
an~
u he , he cla i ica ion
o
ou ecu en concep s
and
~e
way
o
app oachmg hem h oughou his chap e becomes essen ial:
websI e,
w~b
page, homepage and co po a e websi e image.
AwebsI e
~an
be de ined
.as
acollec ion
o
one o mo e web pages sha ing a
c? nmo~
d~mam
o o
subdomam name on he In e ne . Aweb page is adocumen
dlsplaymg
.m ~ ma lOn
which can be accessed h ough aweb b owse and which
allows na lga Ion o o he web pages ia hype ex links.
In his esea ch
we~si es.
ha~e
been conside ed as amac ocybe gen e, a
global
ge.n ~
capable
o
housmg many o he smalle gen es inside, agen e
o
gen es wl hin he
~e .
Websi es
a~e
made up
o
one o mo e web pages so,
in
a
way, he concep lOn
o
gen es m a websi e con ex can be me apho ically
il.lus a ed by Russian Ma yoshka dolls. These a e wooden dolls
o
di e en
Slzes
so ha each one nes s inside asligh ly la ge one. Hence, one
o
hese dolls
can be opened
o
e eal ano he and so o h un il he smalles one
is
eached.
In
he
same way,
~e?si es
can also be unde s ood as p o o ypical, "mo he ,,3
cybe gen es con ammg o he smalle cybe gen es inside.
The wo d homepage admi s wo possible senses. On he one hand i may
make e e ence o a
pe~sonal
web~i e
made up
o
one o mo e web p;ges and
us~ally
c ea ed o :ons I u e a. an sl e, ape sonal dia y, apho o album o simply
a I ual place o
gl~e
exp eSSlOn
o emo ions, opinions o in e es s. On he o he
hand, a
homepa~e
lS
he us page
o
any websi e, ha is
o
say, i s on page,
s a. page
o mam web
p~ge.
Homepages unde s ood
in
such away o e
~Uldance_ h ough
he.websl e and p esen al e na i e names: home, de aul and
mdex.
Th oughou
hlS
chap e , when no explici e e ence
is
made
o
indica e
he
con a y,
~e
s~cond
sense has been he one adop ed.
A
co po ~ ~on
lS
.a
la ge en i y o i m which g oups oge he o he smalle
i ms
o en I Ies
Wl~
co nmon .in e es s. The adjec i e "co po a e" makes
e e ence
o
he quah y
o
belongmg o acollec ion
o
indi idual en i ies wi h
common ea u es and hence g ouped unde awide , co nmon denomina ion ( he
3
The
name
Ma yoshka
de i es
om
"ma yona",
a
Russian
wo d
o
"mo he ".
Fig. 3-2: Shephe d and Wa e s' (1998) c1assi ica ion o cybe gen es
4.2
Tbe
e olu ion
om
adi ional
o digi al gen es
Shephe d and Wa e s (1998) coined he e m cybe gen e o deno e he new
digi al gen es ha appea ed wi h he inc easingly dominan posi ion he In e ne
has acqui ed, especially in he las decade. These au ho s conside cybe gen es
o be in eg a ed by wo main kinds
o
"subcybe gen es", ex an and no el,
which illus a e he e olu ion om adi ional o digi al gen es (see igu e 3-2).
The Digi al
Re~ esen a ioo
o
an Indus ial Clus e h ough 57
l s Co po a e Websi e Image
1.
~x an
cybe ~en es
a e hose based on al eady exis ing gen es o be
ound m
o~e
~~dla
(pape and ideo), wi h he pa icula i y
o
ha ing
beeo
cas o
mdigi al
o mo
When an al eady exis ing gen e ( adi iooal
ge.n e)
mlg a ~s
o a
~ompu e
en i onmen , i is, ini ially a leas ,
al h ully epbca ed. This means ha con en and o m a e p ese ed
in
a
way ha
~~~e
ex an eplica ed cybe gen es do no ake ull ad an age
o
he capablh les
o
he new medium. Typical examples
o
his ini ial s age
o
e olu ion a e digi alised documen s such as PDF ones. A asubsequen
s~ge,
ex an a ian cybe gen es a e c ea ed, ap ocess o igina ed and
d i en by he echnical capabili ies o e ed
by
he new medium. The basic
ea u e
o
hese ex an a ian cybe gen es
is
he addi ion
o
mul imedia
ea u es and
~ ~ ac i i y.
The e olu ion om me ely digi alised
newspape s o digI al o elec onic news is an example
o
his e olu ion
om eplica ed o ex an a ian cybe gen es, c ea ed o i he new
medium.
2.
No el cybe gen es a e ully dependen on he new medium and a e
c ea ed.
o~
he basis
o
he echnical capabili ies
o
digi al media. They
may ongma e om ex an gen es h ough eplica ion and a ian s gi ing
way o no el eme gen cybe gen es, he hi d s age
o
e olu ion. P o iding
news h ough agen s and pe sonalised in e aces is an example
o
his kind
o
c~be gen es.
In a mal deg ee
o
e olu ion (al hough no de i ed om
p e lOus s ages), no el spon aneous cybe gen es a e hose which may no
ha e any coun e pa in o he media, as occu s wi h home pages, ho lis s
andFAQ.
This .chap e
is
ocused on he s udy
o
amac ocybe gen e, he
a o emenhoned. websi e, wi hin .which one may md smalle "in eg a ing"
cybe ge~es
w~lch
~ay
p esen di e en deg ees
o
e olu ion in Shephe d and
Wa ~ s
.classl icaho.n .(1998). Acco ding o his dynamic classi ica ion,
websl es m he ce anuc mdus ial communi y (and he web pages i is made up
oi) would cons i u e, as a
w~ole,
no el spon aneous cybe gen es. They a e ully
dependen on he new medlum and a e c ea ed on he basis
o
he echnical
capabili ies i o e s bu ha e no coun e pa as such in o he media.
In
Ya es
and O likowski's (1992,
1?9~)
iews
~any
~di ional
gen es ha e been adap ed
o
ake ad an age
o
he hnking and m e ac I i y
o
he digi al medium bu in
he
case
~
web~i~es,
e e y hing s a ed om sc a ch because no
coun e~a
can
be
ound m adl Ional media.
Howe e ,
web~i es
a e
~lso
designed bea ing in mind he expec a ions
c ea ed
by
he
~enenc
con en lOns
o he
communi y. Ob iously,
i
analysed as
a
,whole,
websl e~
a e no exac eplicas
o
any gen e adi ionally associa ed
W1 ~
he clus e like ca alogues
o
o de o ms, bu hese websi es may con ain
o
mclude, as in ac hey do, ins ances
o
smalle cybe gen es mo e easily
JI~'s~"
..
ljz~ I
1J~""
Chap e Th ee
2.
No el
-<
(
....
··,
..
··
E
"
Repllca d
•
•
1.
Ex an
L
Vañan
U•
•
T
Eme gen
cyb
e g
e
n e
s
co po a ion). This conglome a ion
o
indi idual companies unde awide ,
common denomina ion
is
explained
by
he exis ence
o
common p ac ices,
objec i es and ules, ha is, by he exis ence
o
adiscou se communi y. As
such hese common ea u es cons i u e and de me he co po a e image
o
he
clus ~
(used he e as anea synonym
o
discou se communi y and co po a ion).
Consequen ly, his co po a e image mus be main ained as acons an in digi al
ep esen a ions beyond he pa icula in e es
o
indi idual companies o he
bene i
o
he collec i e goals and he easy iden i ica ion
o
he co po a ion's
policy
o
ac ion. Thus, he co po a e websi e image
~
an indus ial
.cl~s e
makes e e ence o he common, ep esen a i e al s sha ed
by
dlgl ally
ep esen ing companies o ming pa
o
awide en i y ( he indus ial clus e o
communi y i sel ) ha , he e o e, iden i y and con ibu e o i s goals.
56
4.3 Main ea u es
o
digi al gen es
iden i iable wi h gen es adi ionally associa ed wi h he ce amic clus e .
Ac ually, i
is
acons an in any indus ial ce amics websi e o md, o ins ance,
asec ion en i led "ca alogue" o "p oduc s" which accomplishes he same
unc ion
as
he adi ional pape ca alogue -sizes, ma e ials, models and pic u es
(images) a e p o ided as in a adi ional ca alogue- aking ad an age, howe e ,
o
he possibili ies o e ed by he new medium. These smalle cybe gen es
usually belong o he ca ego ies
o
ex an a ian cybe gen es o no el eme gen
cybe gen es bu e en ex an eplica ed cybe gen es may also be ound
in
he
o m o , o ins ance, newspape news o jou nal a icles ai h ully eplica ed
in
adigi al
o mo
Thus, websi es a e conside ed he e
as
p o o ypical cybe gen es
which may con ain o he smalle cyb gen es wi h di e en deg ees
o
e olu ion
in
Shephe d and Wa e s's (1998) classi ica ion and wi h di e en deg ees
o
a achmen
o
he expec a ions gene a ed by adi ional gen es.
59
58
Chap e
Th ee
The
Digi al
Re~ esen a ion
o
an
Indus ial
Clus e
h ough
I s
Co po a e
Websi e
Image
Digi al gen es4 ake ad an age
o
h
h
he new medium which b
i
e
ug~
numbe
o
possibili ies o e ed by
,may ene
1
he publIc
CO po a
.
ac i i y
in
gene al. Websi es as p o o yp' 1 1 eunage oany business
,
lCa
examp es
o
cybe gen es:
•A e in. e ac i e and p esen adynamic beha iou .
•Con am ep oduced o e-s uc u ed (usually su nm . d
scanned) in o ma h' h . anse o
• H .
Ion
w
IC
IS
hus, mo e easily assi nila ed
u::ee
:,~¿
Isual, in ui ! e na u e wi h ap edominan
~le
o
• g . makes hem,
ID
gene al, appealing and eye-ca chin
Allow
l inkaPId
access
o
o he opic- ela ed web pages h ough
~~
use o s The linking na u h N .
ex (h
..
e o e e
IS
no only p esen
in
.ype ex ), unages can also be o con ain links o min h
lS
co nmonly known as hype media. g w a
•Allow he i nmedia e sp ead
o
in o ma ion.
•P esen a
c.ha ac~e is ic
layou and isual he o ics.
•Allow he mcluslOn
o
audio and ideo.
Gi en he ac ha gen e epe oi e
is
bo h ap oduc and ashape
o
he
co nmunica i e p ac ices
o
aco nmuni y (O likowski and Ya es, 1994) i seems
logical ha new digi al gen es a e c ea ed acco ding o he demands and
expec a ions
o
such co nmuni y. In o he wo ds, i
is
cohe en and necessa y o
new gen es o i , in away, in o he ype
o
co nmunica ion expec ed.
Consequen ly, gen e has clea and impo an implica ions in websi e
designo
Following Ag e (1997), an ad an age ha new digi al gen es p esen
is
he
possibili y
o
pick aco nmuni y, explo e how al eady exis ing o adi ional
gen es i in o he ac i i ies and ela ionships
o
his co nmuni y, and hen
conside how hese new gen es migh su pass he possibili ies
o
adi ional
ones. In his way, he co nmunica i e p ac ices
o
he co nmuni y migh be
enhanced and imp o ed, ha
is
o say, cybe gen es migh "do mo e" o a
co nmuni y. Digi al gen es a e usually designed o acili a e ce ain unc ions
and
o
ex end he op ions and possibili ies o e ed by adi ional gen es
enabling, o ins ance, much quicke sea ching, so ing o compa ing.
Wa e s and Shephe d (1998) also emphasised he ole
o
gen e
in
he
e olu ion
o
use in e ace on he In e ne , hus shi ing he a en ion o he
echnical unc ionali y
o
elec onic documen s. While gen es
in
non-digi al
media a e de e mined by con en and o m, cybe gen es a e de e mined by
con en and o m bu also by unc ionali y.
The ac ha billions and billions
o
doc
'.
ne based on in e ac i i y and in e c .umen s a e m e linked o ming a
mos powe ul "in o ma ion
weapons~nn ec!Ion.
makes he In e ne one
o
he
oou unes. The use may .
one page o ano he wi h asimple "click" I
dd"
Jump om
ames - he pa s
in
which he web
..
~;..
I!IOn,
web pages can con ain
han smalle web pages onnm'g a
b~age
IS
su
IVIded-
which a e no hing mo e
.19ge one con aining h Th
~llow,
o: ms ance, ou pieces
o
in o ma io'
e.
es . ese ames
I ~
de~cnp ion,
he gene al index
o
odn(le ssay
~e
I~age.
~
ap oduc ,
Isuahzed a once o o selec / iew
jus/ h
~~s
an~
clIen s .0pIDlOns)
o
be
in.
e m o ma lOn we ugh be in e es ed
4.4 Typology
o
digi al
gen
es
In
gene al e ms, i
is
ad isable o de
si
be
awa e
o
he use 's expec a ions
d'
gne s
o
d aw on accep ed gen e and
ee
o
ejec old o os ha
do
n i ega
mghngen e.
Al hough hey should eel
o 1 new ec ology
h
1
ha
new gen es a e o ien mi . ' ey mus aso be.awa e
1999) h
h
sunde s ood o esIs ed (C ows on &
Wil
. w en ey do no i use s' expec a ions
h'
Iams,
m oduc ion is conside ed oo blun . o wen hel appea ance o
4W·
.
.I h
he
excep ion
o ex an eplica edc
be
en '
.
digi al
onu
o be
mo e
adi ional
y
g.
es
smce
bey
al b ully
ep oduce
in
a
new
me<lium.
gen es
no
akmg
ad an age
o
he
possibili ies o
be
I
60 Chap e Th ee
The
Digi al Rep esen a ion
o
an
Indus ial Clus e h ough
i s
Co po a e Websi e Image
61
C ows on and Williams (1997) we e among he
us
o ealise he
impo ance
o
gen e o analyzing co nmunica ion on he In e ne also. They
no ed, ha he Web
was
an excellen place o s udy he
.de elo~men
o
gen es,
because
o
i s easy access and i s po en ial o
expe ~en ahon,
eedom
o
s uc u a ion, and in e ac ions be ween many co nmum les. They
~o~umen ed
he ange
o
gen es in use on he Web
by
sampling and c1assi ymg 1000
ando nly selec ed web pages5•Dis inc ion was based on pu pose, a he han on
physical
o mo
They iden i ied 48 di e en web gen es ( able 3-1).
A chi e
i em
Filmog aphy P oblem se
A icle Genealogy P oduc in o ma ion
Book Go e nmen
p og a n
desc ip ion P oduc
e iews
Box
sco e
Guide
Publica ion lis
Ch onicle
Home
page
Ra ings
Colu nn
Ho
lis Rel ula ion
o
ule
Compu e documen a ion Index Reoo
Conce e iew Lib a
aCQuisi ion
lis Sc io
Demog aphic
da a
Lis o esea ch p oiec s Se e s a is ics
Di ec o y Mee ing minu es Sou ce
code
Discog aph Memo ial Submission
ins uc ion
E-mail di ec o lis ing Newsle e Table
o
con en s
Essa
News
wi e a icle Tes imonial
Facul in o ma ion O de
o o
Uni .
cou se lis ing
FAQ
Pa nohle Use s' manual
File di ec o lis ing Poli ical pa y pla o m Vi ae
Table 3-1:
Web
gen es
(N
=48) o cybe gen es iden i ied by C ows on
and
Williams
(1997); sample
size:
1000.
F om hese digi al gen es he ones mos equen ly used
by
he ce a nic
indus ial co nmuni y a e he ones indica ed in able 3-2, al hough many o he
c1assi ica ions and denomina ions a e also possible.
O de o m A o m o eco ding in o ma ion needed o o de a
p oduc o
E-mail di ec o y Alis
o
e-mail add esses.
FAQ
Edi ed collec ion
o
ques ions and answe s on a opic;
o ien labelled as such.
Use s' manual Ins uc ions on he
use
o
ap oduc o
Ho lis Alis
o Web
si es
no
con olled
by
he au ho
o he
lis , o ien o ganized
by
opic.
Home page Ap esen a ion
o
pe sonal in o ma ion, o ien wi h
links oo he in o ma ion o aho lis .
Repo A o mal s a emen
o
he esul s
o
an in es iga ion
o
o
any ma e on which de mi e in o ma ion is
equi ed, made by so ne pe son
o
body ins uc ed o
equi ed o do so (OED).
A iele Ali e a y composi ion o ming ma e ially
pa
o
a
joumal,
magazine, encyclopaedia, o o he collec ion,
bu ea ing aspeci ic opic dis inc ly and
independen ly (OED).
Ra ings Nume ic e alua ions
o
p oduc s o se ices.
Regula ion o ule A ule p esc ibed o he managemen
o
so ne ma e ,
o o he egula ing
o
conduc ; ago e ning p ecep
o
di ec ion; as anding ule (OED).
Table
3-2:
Main
gen es used
by
he ce a nic indus ial co nmuni y acco ding
o
C ows on
and
Williams' classi ica ion (1997).
P oduc e iews
P oduc in o ma ion
Desc ip ion and e alua ion
o
p oduc s o ad ise
o en ial cus ome s.
Adesc ip ion
o
he ea u es andlo bene i s
o
~
p oduc , w i en
by
he manu ac u e o po enhal
cus ome s.
As may be obse ed in able 3-2, ce ain cybe gen es cha ac e is ic
o
he
ce a nic indus ial co nmuni y cons i u e an adap a ion o e olu ion om
adi ional gen es ypically associa ed wi h he clus e : p oduc in o ma ion,
epo s, a ieles, egula ions o ules and o de o ms among o he s. So ne
o he s, howe e , a e no el cybe gen es such as FAQ, ho lis s
o
home pages,
no iden i iable wi h adi ional gen es bu which main ain he essence and os e
he
ac ions
o he
discou se co nmuni y.
5
In
his
way,
hey also conside ed he
web
page (which
can
be
a
synony n
o websi e)
as
amac ocybe gen e con aining o he smalle ''web gen es".
74
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Th ee
Fe a a, Ka hleen, B unne , Hans and Whi emo e. "In e ac i e w i en
discou se
as
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1991.
Fo d, And ew. Spinning he
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How
o
P o ide In o ma ion on he In e ne .
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Foucha d, Gilles. Cómo ende más
en
su web. Ba celona: Ges ión 2000, 2002.
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o
Speech, 70,
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o
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