ABS: Hemais, The discourse of research and practice in marketing journals

Gretchen Whitney gwhitney at UTK.EDU
Mon Jun 4 18:10:00 EDT 2001

E-MAIL:  B. HEMAIS  :    bhemais at let.puc-rio.br

TITLE           The discourse of research and practice in marketing journals
AUTHOR  Hemais B

 Document type: Article      Language: English      Cited References: 18
Times Cited: 0

Articles in marketing journals reveal diverse perspectives on market
activity through a discourse that foregrounds research-related issues and:or
product performance and decision-making processes in firms. The distinct
discourses in turn reflect a perceived relationship between author and
reader. This paper addresses the question of how linguistic choices are used
for the construction of a view of marketing activity that corresponds
to the expectations of a particular readership. The paper examines ways of
presenting market activity and compares the rhetorical resources used
for building texts. Three types of journals were distinguished by readership
and by editorial emphasis on either practice or research. Articles in
three journals were analyzed with a grammatical model of sentence subjects
which reveals abstraction and concreteness in texts. Citations were
also analyzed to see how authors present research and researchers and what
the reporting verb choices indicate about authors' commitment to
propositions. An examination of non-linguistic text led to identification of
variable uses of devices for reader engagement with text. Results
indicate separate discourses in terms of conceptuality and concreteness in
grammatical subjects but suggest less clearly defined patterns of
citation. (C) 2000 The American University. Published by Elsevier Science
Ltd. All rights reserved.

Author Keywords:
discourse analysis, research article, grammar, citation analysis, nonverbal

Hemais B, Rua Visc,Caravelas 98,Apto 1207, BR-22271030 Rio De Janeiro, RJ,
Pontificia Univ Catolica Chile, Rio De Janeiro, Brazil


IDS Number:


Cited Author            Cited Work                Volume      Page      Year

 BAZERMAN C            SHAPING WRITTEN KNOW                            1989
 CARVALHO DD           REVISTA ADM PUBLICA           30       123      1996
 HYLAND K              11 EUR LSP S LANG SP                            1997
 LINDEBERG AC          APPL APPL CURRENT LS           2                1994
 MACDONALD SP          WRIT COMMUN                    9       533      1992
 MYERS G               ENGLISH SPECIFIC PUR          11         3      1992
 MYERS G               WRITING BIOL TEXTS S                            1990
 PETTIGREW AM          ADM SCI Q                     24       570      1979
 RICHARDSON L          QUALITATIVE RES METH          21                1990
 SAMRAJ BTR            THESIS U MICHIGAN                               1995
 STAELIN R             MARKET SCI                    25        16      1994
 SWALES JM             DISCOURSE COMMUNITY                             1992
 SWALES JM             GENRE ANAL ENGLISH A                            1990
 TADROS A              ADV WRITTEN TEXT ANA                            1994
 TADROS A              DISCOURSE ANAL MONOG          10                1985
 THOMAS S              ENGLISH SPECIFIC PUR          13       129      1994
 THOMPSON G            APPL LINGUIST                 12       365      1991
 VENTOLA E             ACAD WRITING INTERCU                            1996

(c) ISI, REprinted with permission
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