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Masterarbeit / Master's Thesis MASTERARBEIT / MASTER’S THESIS Titel der Masterarbeit / Title of the Master‘s Thesis “A web-based genre analysis: investigating listings on Airbnb” verfasst von / submitted by Laura Gandinelli, BA angestrebter akademischer Grad / in partial fulfilment of the requirements for the degree of Master of Arts (MA) Wien, 2017 / Vienna 2017 Studienkennzahl lt. Studienblatt / A 066 812 degree programme code as it appears on the student record sheet: Studienrichtung lt. Studienblatt / MA English Language and Linguistics degree programme as it appears on the student record sheet: Betreut von / Supervisor: Ao.Univ.-Prof. Mag. Dr. Ute Smit Abstract in German Das Aufkommen des World Wide Webs veränderte die Art und Weise wie Menschen ihre alltäglichen Tätigkeiten verrichteten erheblich, insbesondere beim Lesen, Notieren, Ausfüllen von Formularen, Buchung von Reisen, Lesen von Plänen, Einkauf und Organisieren von Besprechungen. Einer der Bereiche, der am meisten von der Evolution des Internets beeinflusst wurde ist der Tourismus, der den Hauptgegenstand dieser Arbeit bildet. Der Zuwachs an Inhalten im Internet hat auch einen großen Einfluss auf die Welt der Linguistik, in der jetzt computerbasierte Texte linguistisch analysiert werden können. Das Ziel dieser Arbeit ist demzufolge, computerbasierte Texte aus dem Bereich des Tourismus zu analysieren, beziehungsweise eine Genre Analysis unter Verwendung des ESP vorzunehmen. Der Datensatz der vorliegenden Untersuchung besteht aus 100 Listings aus vier Städten der Vereinigten Staaten (Portland, Albuquerque, Philadelphia und Atlanta), die durch Airbnb Plattformen gesammelt wurden. Das Ziel dieser Arbeit ist die Untersuchung lexikalischer und grammatikalischer Eigenschaften, die charakteristisch für dieses Online Genre sind. Diese werden unter zu Hilfenahme von AntConc Software, die Keywords, Concordances und Clusters analysiert, untersucht. In weiterer Folge soll die Struktur des zu untersuchenden Genres behandelt werden und geprüft werden, ob die Listings von Airbnb durch spezifische Moves und Steps charakterisiert werden können. Zusätzlich bietet diese Arbeit eine Beschreibung des zu untersuchenden Genres in Bezug auf den kommunikativen Zweck, die Kommunikationsgemeinschaften und Online-Genremerkmale. Aus der Analyse ergibt sich, dass Listings auf Airbnb Ähnlichkeiten mit Werbegattungen aufweisen und auch Personalpronomen (you, we, your, our) eingesetzt werden, die die LeserInnen in den Mittelpunkt stellen und die Bereitschaft der AutorInnen, potentiellen KundInnen zu helfen, verdeutlichen sollen. Eine andere Ähnlichkeit mit Werbegattungen ergibt sich durch die Verwendung von Modalverben wie will und can, mit dem Zweck ein Versprechen anzubieten und alle Angebote und Möglichkeiten zu präsentieren. Die Move Analysis der Airbnb Listings werden durch eine feste Move Abfolge gekennzeichnet, die der Move-Struktur von Bhatias Werbeanalyse (2004) ähnelt. Zuletzt fasst die Beschreibung des zu untersuchenden Genres zwei Kommunikationszwecke, die diese Listings zum Ziel haben, zusammen: einerseits, zukünftige KundInnen zu überzeugen und andererseits, ihnen detaillierte Informationen über das Mietobjekt zu vermitteln. Bezüglich der Kommunikationsgemeinschaft, schließt dies GastgeberInnen und GästInnen ein, wobei zwischen AnfängerInnen und ExpertInnen zu unterscheiden ist. Weiters wurde festgestellt, dass Listings auf Airbnb auch andere Charakteristika, die für Online-Genres typisch sind, aufweisen. Die Ergebnisse der vorliegenden Arbeit haben wichtige Forschungsbeiträge im Bereich der „Computer Mediated Communication“ (CMC) ermöglicht. Trotzdem muss weitere Forschung unternommen werden um die vorliegenden Ergebnisse zu bestätigen und erweitern zu können. Abstract in English The advent of the World Wide Web has significantly changed the way people conduct everyday activities, such as meetings, reading, note-taking, form filling, booking trips, map reading and shopping. One of the areas most influenced by the evolution of the Internet is the tourism section which this thesis is anchored to. This growth has also had a great influence on the linguistic world where computer-based texts have started to be analysed linguistically. The focus of this project is therefore to analyse computer-based texts from the tourism area, conducting a genre analysis following the ESP approach. The data set of the present study is composed of 100 listings from four cities in the US (Portland, Albuquerque, Philadelphia, and Atlanta) collected from the platform Airbnb. The purpose of this thesis is to investigate lexical and grammatical features characteristic of this online genre with the help of AntConc Software which analyses keywords, concordances and clusters. Next, the structure of the genre under investigation is studied, investigating if listings on Airbnb are characterised by specific moves and steps. In addition, this thesis provides a description of the genre under consideration in terms of communicative purpose(s), discourse community, and online genres’ features. The analysis has revealed that listings on Airbnb demonstrate a number of similarities with promotional genres, such as the use of personal pronouns (you, we, your, our) employed to put the reader at the centre of attention and show the writer’s availability to help potential customers. Modal verbs (will, can) also appear among these similarities with the function to make promise and show all the possibilities offered. As for the move analysis, listings on Airbnb are characterised by a fixed move sequence which resembles the move structure of advertising by Bhatia (2004). Lastly, the description of the genre under investigation summarises the two communicative purposes that listings intend to fulfil: to persuade future customers and inform them providing detailed information about the rented accommodation. Regarding the discourse community, this includes hosts and guests, among whom it is possible to identify experts and novices. As for further features, it has been observed that listings on Airbnb feature some characteristics typical of online genres. On the basis of these results, the present project has given its contribution to the growth of computer mediated communication (CMC) area. Nevertheless, further research needs to be conducted in order to confirm or enlarge the present findings. Acknowledgments I would like to thank my family for their encouragement and support they provided me during my study. I would also like to express my gratitude to my aunt Lucia for her guidance and feedback during the completion of my study. Furthermore, I would like to offer my thankfulness to my friend and colleague Karina with whom we supported each other during this Master program. Last but not least, I would like to thank Ao. Univ.-Prof. Mag. Dr. Ute Smit for being my supervisor of this final thesis. Table of Contents 1 Introduction ............................................................................................................... 1 2 Genre Analysis .......................................................................................................... 3 2.1 Rhetorical Genre Studies ................................................................................... 5 2.2 Systemic Functional Linguistics ........................................................................ 8 2.3 English for Specific Purposes .......................................................................... 10 2.4 Similarities and differences between the three traditions ................................ 17 3 Computer-Mediated Communication ...................................................................... 18 3.1 The influence of the Internet ............................................................................ 20 3.2 Genre and the web ........................................................................................... 22 3.3 Categorization of Internet genres ..................................................................... 24 4 Tourism genres ........................................................................................................ 27 4.1 Promotional genres .......................................................................................... 28 4.2 Previous studies ............................................................................................... 31 5 Research design ....................................................................................................... 36 5.1 Airbnb .............................................................................................................. 36 5.2 Data collection ................................................................................................. 39 5.3 Research questions ........................................................................................... 40 6 Results and discussion ............................................................................................. 42 6.1 Lexical and grammatical features .................................................................... 42 6.1.1 Keyword List ............................................................................................ 42 6.1.2 Concordances............................................................................................ 45 6.1.3 Word Cluster............................................................................................. 58 6.2 Move analysis .................................................................................................. 60 6.3
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