INTRODUCTION
Rationale of the study
In recent years, more interest is placed on advertising and marketing as tools to bring value and attract target audiences People do not simply use advertisements to introduce and describe their products but to draw audience‘s attraction and enhance their loyalty The challenge here is to create a text that bridges the gap between the intended audiences and the writer, or particularly the target customers and the copy writers The text which is not able to make the intended relationship within a specific discourse community will not be capable of engaging the readers as insiders and cannot be comprehensible enough within that specific genre However, this aim is satisfied by recognizing the textual variations within specific genres and to see how texts resemble or vary in accordance with their discourse organizations and the linguistic features applied Many materials and writings about how to write an effective blog are tremendously accessible on the internet, but to the best of my knowledge, little has been done on the specific structure of a blog, the factors that make it successful, and the factors that bore the readers Given such a gap, this study attempts to investigate generic structure and typical features of blogs to see whether there is the a specific formula for a successful blog post and how a blog is written to attract target audiences, boost customers‘ loyalty and finally create more traffic for the products or services The results can have good implications for the members of this discourse community such as copywriters and blog writers as well as advertisers.
Aims and objectives of the study
The study aims to explore the generic structure potential (GSP) of a type of content marketing blog posts – instructional blog posts - in English and Vietnamese In order to reach this aim, three objectives are set out as below:
+ to explore the generic structure potential of instructional blog posts in English;
+ to explore the generic structure potential of instructional blog posts in Vietnamese;
+ to identify the similarities and differences between the generic structure potential of instructional blog posts in English and Vietnamese
With such objectives, the study attempts to seek the answers to the three research questions below:
RQ1: What is the generic structure potential of instructional blog posts in English?
RQ2: What is the generic structure potential of instructional blog posts in Vietnamese?
RQ3: What are the similarities and differences between instructional blog posts in English and Vietnamese in terms of generic structure potential?
Research methodology
This study deploys the Systemic Functional theory of language to analyze the distinctive rhetorical structures and to find the Generic Structure Potential (GSP) (Hasan 1989) that is inherent in the instructional blog posts
Halliday and Hasan (1989) hold that the notion distinguishing any text from non-text is its textual unity The textual unity of any written or spoken text primarily is categorized into two essential features: unity of structure (macro level) and unity of texture (micro level) However, the main purpose of this research is to analyze the generic structure, not the component of each element, only the macro level is put under focus.
Scope of the study
This research focuses on analyzing the instructional blog posts which are a popular and widely recognized type of blog posts They are also highly employed as an effective content marketing blog as they can subtly generate demand and encourage customer to click buy The study was premised on theory of genre analysis, proposed by Halliday and Hasan (1985) The aim of this study is to discover the data‘s generic structure potential (GSP) and discover the obligatory structure used to differentiate a particular genre from any others
The data is categorized according to language uses and origin, which are English and Vietnamese Macro-structure analysis is performed on the blog posts to draw the conclusion about GSP of each group.
The significance of the study
This study purports to ascertain the generic structure potential of blog posts in English and Vietnamese The mutual schematic structures of each group are expected to assist copywriters and blog writers, as well as businesses to enhance the quality and promotional values of blog posts The results of this study may also serve as a reference for further research conducted in the same field.
Structure of the thesis
This study is divided into three parts as follows:
- Chapter 1 is Introduction which states the rationale, objectives, methodology, scope, significance and structure of the study
- Chapter 2 provides Theoretical Framework and Literature Review , which provides explanation of concepts and related studies
- Chapter 3 is Methodology , which clarifies research methods, data collection procedure, analytical framework and data analysis procedure
- Chapter 4 presents Results and Discussions , which reports the analytical results of the study, answers three research questions based on the research outcome and literature review
- Chapter 5 is the Conclusion which recaps the main points of the study, discusses the Limitations and Implications for further studies.
THEORETICAL FRAMEWORK AND REVIEW OF
Generic Structure Potential (GSP) in SFL
In SFL, genre is defined as ―staged, goal oriented purposeful activity‖
(Martin, 1984, p.25) According to Halliday and Hasan, the concept of genre is defined as ‗type of discourse‘ and initiated the investigation of its text structure (1989) From the definition, it can be seen that genre describes the impact of the context of culture on language as genre is related to culturally- specific purposes Genre is identified by its social purposes, which give meaning to the social activities being described These distinct purposes influent the differences in the stages of the activities used to accomplish these purposes The stages of description imply a structure, into which texts are arranged The reason why genres have stages is that normally people cannot make all the meaning they want to at once The stages are vital to construe the organization of text, as describing the procedure of achieving goals is necessary
Nonetheless, the context of culture or genre is often considered an abstract and general concept It cannot be directly recognized in the language and its encoding in the language is mediated in two ways On the one hand, the mediation is recognized by specifying common staging organization, or schematic structure On the other hand, it is mediated by the second level of context, which is register, by specifying the genre potential of a particular culture in terms of the possible configurations of register variables allowed within a given culture at a given time (Eggins, 1994, p 35)
In terms of describing the schematic structure, constituency and labeling are two basic concepts Eggins (1994) purports that constituency refers to a part/whole relationship between elements of some structure
Constituents are identified by functional labeling accordingly the function of different constituents In a schematic structure, constituents are either obligatory, optional or recursive and a genre is defined according to the obligatory elements Different genres contain different patterns of schematic structure and these differences also depend on what activities are considered purposeful in particular cultures Texts of the same genre perform similar stages of organization or schematic structure
Systemic Functional Linguistics (SFL) inspired by ideas from Michael Halliday in the mid nineteenth century has received a spate of interest in applied linguistics As Eggins (2004) explains, the central theoretical claim about language in the systemic functional linguistics theory which is a
‗functional-semantic‘ approach is categorized as follows:
+ That language use is functional
+ That its function is to make meanings
+ That these meanings are influenced by the social and cultural context in which they are exchanged
+ That the process of using language is a semiotic process, a process of making meanings by choosing (Eggins, 2004, p 3)
Deriving from the explanation of SFL by Eggins (2004) the main accounts of systemic functional theory is based on the notion of function, system and the social semiotic nature of language
The functionality of language mainly shows why in specific contexts people make specific choices of language features in contrast with the other possible choices To Halliday and Matthiesen the prominence of naming functional categories lie in the fact that they ―provide an interpretation of grammatical structure in terms of the overall meaning potential of the language‖ (2004, p 52)
The system in this model refers to ―a set of features which stand in contrast with each other in a specific environment of which one will be chosen whenever the environmental conditions obtained‖ (Halliday &
Webster, 2009, p 65).This mainly implies that any feature of the language chosen is only one option taken from a diversity of options in a language system By this it takes into consideration the paradigmatic elements of language referring to ―a set of oppositions or choices in a particular context‖
(Eggins, 2004, p 192) as well as syntagmatic elements which are ―a sequence of ordered elements in a linear arrangement‖ (ibid) within language
However, SFL perceives language as ―a system network of meaning potential‖ (Morley, 1985, p 42) and describes it as being built up from various systems each of which representing features that differ from one another (ibid)
Despite other linguists who explain language from various aspects such as psychological, psychoanalytic or aesthetic aspects, Halliday explains it from a social perspective which is relevant to the notion of culture In SFL theory, it is believed that while other aspects are rather relevant to look through language but above all, the language is acquired in a social process and the knowledge is exchanged in a social environment either on institutionalized settings like the school system or in natural settings like parent- child conversations (Halliday & Hasan, 1989, pp 4-5) The semiotic explains that language as one of the sign systems, mainly a prominent one as other systems are learnt and translated through it, makes the whole of culture with a series of other sign systems (Malmkjổr, 2010, p 179)
2.1.2 Genre and genre analysis in SFL 2.1.2.1 Genre
There has been many efforts on defining genre, some of the notable works are of Miller (1984), Martin (1984), Swales (1990), Eggins (1994), Bawarshi and Reiff (2010), Bhatia (1993, 2004) According to Miller (1984), a genre theorist who envisions genre as a social concept instead of a structural one, genre is defined as ―typified rhetorical actions based in recurrent situations‖ Recurrent situations can be defined as socially relevant events, which are categorized, interpreted, and acted on in certain ways He holds that what recurs is not the material situation such as a factual event but our construal of a type Martin (1984) regards genre as a ‗staged, goal-oriented, purposeful activity in which speakers engage in as members of our culture‘
(p.25) Meanwhile, Swales‘ seminal work on the purposive nature of genre from the ESP approach has continued to be one of the most extensive definitions of genre Swales (1990, p 58) describes genre as a class of communicative event exposing some shared set of communicative purposes which are often identified by members of the specific professional or academic community where the genre appears This rationale shapes the schematic structure of the discourse and influences and constrains choice of content and style Eggins (1994, p 36) purports that the primary determinant of genre membership is that of ‗purpose‘ whereas schematic structure and linguistic features are regarded as dimensions to the realisation of genres
Bhatia (1993) has also mentioned the fact that social motive is a defining factor of genres by using other terms such as communicative goal, purpose or end Bhatia (2004, p 23) holds that genre refers to language use within a conventionalized communicative situation to achieve a specific set of communicative goals of a disciplinary or social institution, which cause
―stable structural forms‖ by restricting the use of lexico-grammatical and discoursal resources Genre is the same as notions such as prototype, schema, frame, typification, speech activity, etc
Hyland (2008) claims that genre is a series of texts which share common notable characters, containing the characters that represent for using the language in specific and repetitive situations These characters allow members of a language community to recognize the common features of the texts in the same genre, to read and understand effortlessly or create a similar text (p 543)
According to Bawarshi and Reiff (2010) genre represents how language is organized to present and respond, or behave in a reasonable way, they help people reinvent the situation in which the language is used Thus, from a functional approach on the classification of texts, or genres, the aforementioned approaches classify genres according to their functional features All of the authors mentioned above share the same opinion that the purpose of using a text plays a key role in realizing genre of that text, and texts are categorized based on the purpose of which they are used Base of the purpose, necessary characters can be identified to recreate the genre Figure 1 below represents genre with their functions Under each is a list of some commonly used text types that often deploy those genres
The notion of genre and the classification of genres are summarized by Knapp & Watkins in Figure 1 below:
Figure 1 Categorization of genre (Knapp & Watkins, 1994, p 22)
Blog posts as a special kind of genre
The exact origin of the blog remains unknown, however, it is widely agreed that the term weblog was coined by weblog writer Jorn Barger in 1997 (Blood, 2000; Jerz, 2003; Safire, 2002; Turnbull, 2002) It appears that blogs originated as a way to share information of interest These early blogs had three primary features: they were chronologically organized, contained links to sites of interest on the web, and provided commentary on the links
There is a strong agreement on the central features that make a blog a blog Most commentators define blogs on the basis of their reverse chronology, frequent updating, and combination of links with personal commentary The Weblog Review, a blog reviewing site, evaluates three features on a 5-point scale: design, consistency, and content, with the lion's share of the rating's weight, 80-90%, dedicated to the blog's content The Weblog Review classifies blogs by grouping them into fourteen content- focused categories: adult, anime, camgirl, computer, entertainment, humor, movies, music, news/links, personal, photography, Spanish/Portuguese, teen, and video games Another classification is offered by Jill Walker(2003), in her contribution to appear in the Routledge Encyclopedia of Narrative Theory: she notes that blogs can vary in their media content, with most blogs primarily textual but others classified into "subgenres" such as photoblogs, videoblogs, and audioblogs
Rebecca Blood's widely cited blog entry on the history of weblogs offers a classification of blogs into two "styles," based largely on content: an original filter-style, where the blogger is primarily an editor and annotator of links, and a later, more personal "blog-style" weblog, where bloggers engage in "an outbreak of self-expression" (Blood, 2000)
Blogs take many forms On most blogging sites, bloggers can choose from a number of boilerplate formats or customize their own pages But the basics of blogging are consistent across portals and individual blogs As blogger Meg Hourihan puts it, "If we look beneath the content of weblogs, we can observe the common ground all bloggers share the format"(Hourihan,
2002) All blogs contain dated entries, starting with the most recent, and a majority include external links Blogs are composed of "posts," which include a date, a time stamp, and a permalink and often include a link for commentary and the author's name, especially if multiple authors contribute to a blog
Hourihan (2002) finds that the combination of links and accompanying commentary is the distinguishing feature of the blog, creating connections that "bind" bloggers into a community
When bloggers talk about blogging, two themes relevant to these questions are ubiquitous: self-expression and community development
Self-expression is a salient theme among some bloggers, who find the same opportunity that television talk shows afford their participants: the opportunity to tell their stories in a mediated forum to a potentially large, though distant and invisible, audience Bloggers mark both their linking and their commentary as means of self-expression: as ways to foster "a unique voice, a definite attitude, a clearer motivation"(Graham, 2002), to explore old interests and discover new ones (Blood, 2000), to provide a "forum for the voices in my head" (Powazek, 2002) or to "experiment [with] self-expression"
Relationship development and social control are primarily external, directed outward, functions that use self-disclosure to build connections with others or to manipulate their opinions These second two dimensions of blog disclosure support the second omnipresent theme, community building Even as they serve to clarify and validate the self, blogs are also intended to be read Maintaining traffic and link statistics seems important to bloggers, and many provide readers the opportunity to provide feedback either by posting comments directly on the blog or through email Some even invite readers to purchase items for them from their Amazon.com wish lists Many are conscious of the fact that they have readers and, to varying degrees, consciously write for them
Adespresso, a famous American advertising website, founded in 2013, provides some advice for writing blog Firstly, blogs should be posted regularly so readers can visit the website and read your blog as a habit
Besides, top ranking posts need updating regularly Secondly, blogs have to be optimized for leads or sales More specifically, they must always include a call to action (CTA), some information about how the product solve the problem mentioned and/or headquarter of the company Thirdly, plenty of internal linking should be deployed for users who bounce around the blog until they are ready Finally, keywords should always be included for the site to be found Each blog post should be optimized for the keywords that bring the most relevant traffic to the site (Adespresso, 2016)
Ultimately, blog posts belong to the Internet genre They are created for two purposes One the one hand, they express the authors‘ personal opinions, perspectives and emotion; therefore, bloggers often mark their commentary as means of self-expression (Blood, 2000) On the other hand, bloggers can develop relationship and manipulate others‘ opinion (Hourihan, 2002)
Serving either purpose, blogs all share the same features, i.e reserve chronology, frequent update, containing links to site of interest, combination of links with personal commentary, along with related elements such as a date, a time stamp, author‘s name, external links, commentary, top ranking posts, CTA, internal links ,and key words (Adespresso, 2016) Contents of blog are diverse and flexible, with most blogs mainly textual; however, they can be categorized into subgenres such as photo blogs, video blogs and audio blogs (Walker, 2003)
2.2.1 Overview about content marketing and blogging
Starting with the 2.0 webs and current 4.0 webs, traditional marketing is losing its priority and advantages, therefore, marketers need to find other ways out of the situation to maintain the popularity of their brand to customers (Adespresso, 2016) Content marketing 1 was born and has been the savage for copywriters, making the marketing race more and more challenging, yet intriguing According to the Content Marketing Institute 1 , an online resource providing information about content marketing related things, defines content marketing as the following: ―Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.‖ 2 From the definition, it is shown that the content marketing must bring value, so that the customers will gain something, normally what they want or are interested, before taking any profitable actions such as buying a product or registering a service Therefore, copywriters have to make sure that for any piece of content marketing they compose, the recipient must receive value from it The goal here is to provide as much value from the content marketing to as much of target audience as possible Content marketing is superior to traditional advertising and marketing because they encourage the buying process by raising awareness of solutions and educating customers about a product they may have never considered before
1 Content Marketing Institute is a website launched in 2007 as Junta4, its initial name Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling
2 What is content marketing? Retrieved from: https://contentmarketinginstitute.com/what-is-content- marketing/
Content marketing is different from traditional product-marketing which contains sales collateral and product-specific information Content marketing includes educational articles, blog posts, e-books, videos, entertainment, and webinars that answer specific questions and provide readers with something they cannot get elsewhere It‘s the best way to make your product unique and attract customers
In various consumable formats, content marketing refers to the act of educating, sharing knowledge, advice or entertainment The following are some of the most popular format: blog articles, videos, podcasts, social media marketing, emails, webinars, info graphics, cartoons, quizzes, generators/ calculators, assessments, apps
Previous Studies
GSP as a powerful tool in identifying the countless number of texts with diverse patterns as the same genre, has been adopted by multiple studies as to suggest the discourses‘ genre pattern To name as a few: discourses on shop interaction (Mitchell, 1975); introduction of research articles (Paltridge, 1993); modern popular songs (Teo, 1996), print advertisement of Elizabeth Arden‘s Intervene- the moisturing cream (Nugroho, 2009); Nigerian folktales (Ewata, Oyebade & Onwu, 2018) and the English introductory pages of institution websites in Vietnam (Tam, 2018) Let‘s take the Nigerian folktales as an example, the GSP was generated as follows:
[TT^OR]^CA^1^2^RS^1^2^[F]^(MR) The elements generated in the catalogue include: Title TT, Orientation
OR, Conflicting Action CA, Resolution RS, Finis F and Moral MR while
MR is an optional element, the remaining elements are obligatory
A number of Internet genres have been dedicated careful analysis For example, Suen (2009) pays attention to the generic characteristics of hotel homepages, trying to identify the textual and image features that make a genre out of this digital reality Building on Bhatia‘s (2004) framework, this study also adopts Kress and van Leeuwen‘s (1996) multimodal analysis framework for analysing images on hotel websites, as visual images also create meaning in communication The ‗representational‘, ‗interpersonal‘ and ‗compositional‘ meaning of the images used on hotel homepages are investigated
―Representational meanings are about the representation of the world They are revealed through narrative and conceptual images Interpersonal meanings refer to the social relationship between the participants Contact, distance, point of view and modality contribute to the realization of interpersonal meanings Compositional meanings are the relations of the representational and interactive meanings of an image to each other They are realized through the interrelated systems of information value, framing and salience.‖ Her corpus consists of 12 hotel homepages; the features she analyses are the moves of the text, the lexical-grammatical features, the hyperlinks, and the use of the images
Schmidt (2007) recently developed a framework for studying blogging practice, which is grounded in social structuration theory He identifies a number of important aspects to bear in mind for the study of blogs, emphasising in particular three structural elements, namely rules, relations and code In the definition of both rules and relations, Schmidt includes studying links as part of the analysis Schmidt uses the concept of communities of practice (Lave and Wenger 1991), but in a more general sense than Lave and Wenger do, to describe a group of people who share a blogging practice Schmidt further defines blogging practice as 'individual episodes in which a blogger uses specific software to attain specific communicative goals' (Schmidt 2007) However, it is not only linking practices and community building which characterize the blogosphere Efimova and de Moor (2005) approach conversations in blogs not only by looking at the blogs per se, but also with the socio-technical context of blogs in mind They emphasize that connections to phenomena outside a blog, including other media, have to be taken into consideration when studying a community According to them, even looking at a single specific blog conversation reveals very different approaches to writing, linking and commenting and also shows how conversational practices differ (Efimova & de Moor 2005)
Miller and Shepherd (2004) have studied the blog as social action and conclude that 'the blog-as-genre is a contemporary contribution to the art of the self' Their study is based on genre theory and includes a discussion about generic semantic content, syntactic or formal features and social action They problematize the concept of a generic blog, since they note that, even though blogs have not existed very long, major differences already exist in how blogs are used However, their point of departure in the space between the public and the private leads them to conclude that the blog can be regarded as a genre with a basic characteristic of cultivating and validating the self (Miller
Herring et al (2005) suggest, based on a study of 203 randomly selected blogs, that blogs should be treated as a hybrid genre Their content analysis of the distribution of blog types according to their communicative purposes and structural characteristics shows that blogs are frequently updated, include few links and few comments and are predominantly used for self-expression The idea of studying blogs as an evolving genre has been used by Lomborg (2009) in her work to propose a definition of the personal blog In her framework, she uses three dimensions, content, directionality and style, to distinguish the personal blog from other blog types Puschmann (forthcoming) similarly uses genre theory as a basis for his study of corporate blogs He poses as a problem the possibility of seeing blogs as a genre deriving from a certain community's textual habits and norms Instead, he points to the technology's role as passing on knowledge of formal conventions that are needed
There are some attempts to identify the core elements of blog posts and features of an effective and successful blog post Winner (2001) proposed that blog posts canonically encode the following information: Title, text, Tags/Categories, Author, Time of publication and URL The Author, time of publication and the URL of the post is different from the other fields as they constitute extra-textual information that is automatically related to the situation and not manually allocated by the blogger According to Vos (2018) business blogging is on the rise and is generating more leads for B2B companies in comparison to those that do not blog If done well, the blog can bring more SEO benefits and long-term ROI for the business To create an exceptional blog, the blog should have high quality content, which means the post need to be in-depth, data-driven and actionable In order to get people reading and finally converting, the blog post have to focus on solving reader‘s pain points, visual storytelling is an effective tool Vos (2018) suggests that people are 90% visual beings and blog articles with images get 94% more views Besides, videos are also powerful tool as they is going to make up to 80% of all online traffic by 2021, so it is important to embed video content into your text posts Another factor that attracts readers‘ attention and hooks them into the post is the cover images However, these images should be unique and exclusive to the blog only She suggests that a highly effective blog should contain the following components: (i) cover image is a picture to illustrate for the whole content of the blog post; (ii) visual contents include images, video content, info graphics to illustrate for the details of the blog posts; (iii) LSI keywords (Latent Semantic Indexing) are keywords semantically related to the main keyword They can be synonyms, or simple words that are frequently found together in the same context with the keyword; (iv) communication channels which are social networks, relevant forums, Q&A communities or corresponding websites; (v) an infinite scroll of related/ previous posts which is organized reverses chronologically will attract readers to the old but insightful and relevant to them
Meyer (2015) argues that a successful blog post which attracts mainly quality readers should include (i) links which are represented in the form of anchor texts showing what readers should expect when clicking on the link
(ii)Writer‘s Commentary often characterized by an irreverent or sometimes sarcastic tone Skilled editor often convey this commentary in one or two sentences along with the links, but it can be presented in a separate essay
This is the personal opinion of the author with a less reliance on reportage and data (Raven, 2017)
According to Blood (2000), the blog post contains (i) the head acting as the title of the blog post; (ii) the body which include an essay expressing writer‘s opinion or commentary along with additional facts, anchor texts presenting the URL of the referenced sites, and SEO key words which stand for Search Engine Optimization which help content approach a wider circle of audience and is a key factor behind blogs and write-ups going viral; (iii) the head which contain the comment section Blogs are built around SEO keywords and the writing is often changed to incorporate the same
Ultimately, most of the previous researches focus on study blogs as a social action and put them in a social- technological context Although some researchers tried to identify elements that make blog posts successful, there are very few studies analyzing the generic structure of blog posts To fill in the gap, this paper apply the model by Hasan (1985) to identify the Generic Structure Potential (GSP) of instructional blog posts.
METHODOLOGY
The data corpus
In the corpus of 20 instructional blog posts, 10 of them are in English and 10 are in Vietnamese These are all high traffic blog with over 100,000 to 7,000,000 views per month The content focuses on how to write a succulent blog, increase traffic to fanpage and technique to attract click when selling products on Amazon These blogs are created to attract customers or raise traffic for the page and increase conversion Simply put, the blog itself is used as (i) an advertisement, apart from (ii) instructing readers to do something; they subtly relate their products/services/tools/courses as a useful tool to customers
The corpus is visually represented as the Table below:
English instructional blogs Vietnamese instructional blogs
Methods of the study
This study attempted to investigate the generic structure potential of English blog posts and thus detect the differences between blogs in two categories (corporation and personal) Two methods were employed in the process_qualitative approach and quantitative one, in which the former is dominant By adopting qualitative method, each blog was analyzed to identify the elements present in each of twenty blogs After that, the occurrence of each element was counted and synthesized using quantitative method to detect which one was obligatory, optional and iterative; thus rendered the generic structure of the whole corpus and of each targeted group Based on the results, conclusions about the functions of the corpus‘ blogs, the differences in the presence of elements in categorized groups were drawn.
Analytical framework
The framework of this research was adapted from the studies of Blood
(2000) and Vos (2018) about the structure of blogs and promotional elements that attract readers and increase SEO Base on Blood and Vos‘s findings, and some other suggestions from other authors (Hourihan, 2002 & Adespresso,
2016) a frame work including 13 elements are formed as follows:
1 Title presents the main content and will appear with the title tag on google search
2 Cover image is an illustration for the whole content of the post and acts as the first impression to readers This encourages readers to delve into the content below
3 Author’name is the blog owner in personal blog or the writer of the posts in corporation blog AU
4 Time of publication includes the day, month and year the post is uploaded and public TP
5 Introduction is the first part of the posts which presents the purpose of the post, introduce the topic or short story of the writer relating to the main content below
6 Visual Content includes images, video content, info graphics to illustrate for the details of the blog posts
7 Blogger’s commentary is the personal opinion of the author with a less reliance on reportage and data BC
8 Additional facts/ information are information, number, and/or quotation from other sources, supporting for the writer‘s opinion
9 Latent Semantic Indexing keyword are synonyms of or often appear in the same context with the key words in the title
10 Anchor text is a word or phrase covering the link of the referenced site The anchor text and the link provide further information to the content
Foot 11 Call to action is an exhortation or stimulus to encourage readers to do something and lead them to buy the product or service
CTA being offered, or at least get readers to more posts of the blog
12 Related/previous posts are sets of other posts uploaded before the current post or posts share the same topic RP
13 Comment section is the last part of the blog post where the reader can write the opinion about the post or ask some questions The blogger can respond to the comments and interact with the readers
Data analyzing procedure
After collecting the corpus, the analyzing procedure was established into four steps:
Firstly, each of the blog posts was analyzed to locate 13 elements proposed in the framework The elements did not necessarily appear in all the data set and there are chances of new elements detected
Secondly, based on the frequency of elements, it was decided if the elements were obligatory or optional Obligatory elements were present in more than 90% of the texts, while optional elements might have occurred only once throughout the whole analyzing process Should any elements be repeated identically, regardless of their positions in a text, they are considered reiterative
Thirdly, results of the analyzing process were reported and calculated to locate the differences in the use of elements between English and Vietnamese blog posts For example: what were the obligatory, optional and reiterative elements of each group, which ones were the most frequently employed in each category, etc
Finally, generic structure potential of the whole corpus and of each group was generated based on the outcome of obligatory, optional and iterative elements and their frequent positions in the texts.
RESULT AND DISCUSSION
General findings
During the investigation process, there were 23 more elements detected adding to the number of the proposed elements to 36 The newly found elements are shown in Table 3 below:
1.Share button includes the social media that readers can share the posts on their personal wall
2.Table of Contents shows the headings of the blog with clickable link so that readers can get an general view of the content and choose the parts that appeal to them
3.Heading is the heading of the each small section or in the heading of the blog
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2 Display Google AdSense on WordPress H
4.Explanation of related terms gives definition, example or explanation of the term appearing in the Title This part provides readers with more thorough and detailed of the content they are reading
Amazon FBA is a smart and cost-effective way to ship your items
5.Note is what readers should take into consideration besides the aforementioned information
Please note: Once converted, your listings will be temporarily removed from
Amazon.com until the inventory has been received at Amazon’s fulfillment center So, you must finish the entire process to list and sell your items through Amazon FBA
6.Alt tag is the name written under the image which is recognized and recommended to readers via google image
7.Visual contents’ explanation is used in case of the visual contents refer to
The screenshot above takes a look at some of the benefits that shoppers on Amazon have VCE a process or complicated details, this part is provided for better understanding who are a part of the Amazon Prime program Amazon is rolling out some additional benefits and now offers, free one day, same day, and 2 hour delivery on certain items in select cities
8.Key word are important words or phrases in the content that the author wants to emphasize
Our goal is to make this process as roadblock free as possible That way you can get motivated and continue to make progress KW
9.Experiential Story is about the experience of the blogger trigging to the current opinion or content
John is hanging out with everyone but he’s not like the others He doesn’t have the impetuous spirit you sometimes find, nor does he have the veiled insecurities of some of the other travellers
When John’s wife died in 1982 he decided to leave his adopted home of Melbourne
10.Conclusion can summarize the key points, ask a question, or offer a challenge It should provide readers with deeper insights and encourage them to turn what they have learn in the blog into action
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As for now, some tags are still must-have as they make up the taxonomy of your page; others are not vital, but can let you be one rich snippet ahead of competitors who just didn’t bother
11.Example are used to illustrate for the actual fact or author‘s commentary e.g The very first software product I co- created back in 2011 is a WordPress plugin called EasyAzon which makes it easier for you to create Amazon affiliate links inside WordPress We have over 10,000+ websites still using the plugin today
12.Step are the detailed instruction and the process that reader can follow
1.Find a product that you want to sell on Amazon
2.List the product for sale on Amazon
3.Prepare the item to be shipped to a Fulfillment by Amazon warehouse
4.Box up your items and ship them to the warehouse location that Amazon assigns
13.List is a series of names, items, advice or L
14.Recommended further reading is the link under an anchor text to advertise for other posts in the blog This should related to the current content
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15.Advertisement is a subtle message to encourage readers to buy the product of the blog owner
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16.Outside Advertisement is the same as Advertisement, but this is used to commerce other source or products from other site
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17.Frequently asked question provides questions related to the current topic and author‘s answer to them
18.Category are the topics addressed on the blog They are broad and can encompass smaller and more defined topics It is descriptive and can be three to five word long
19.Tag is more specific and addresses what is discussed in the blog post A tag is often one or two word long, reflecting the keywords or points of the post
20 Give away content are downloadable bonus resources to satisfy readers and enhance their commitment to the blog
21 About the author is the information the about the writer, including name, profession, attribution and achievement
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22.Rate/like section is the number of like, share or star the post gets by the reader
23 Number of views is the number of turn of view to the post NV
The number of occurrences of each element (NC) and Frequency of each element (F) in the blogs are shown in Table 4 below:
Table 4 Occurrences and Frequencies of the elements
The frequency of each element is calculated by adding all times that the element occurs (in form of phrases, sentences, paragraphs and sections) For example, the frequency of the anchor text, key word and Latent Semantic
Indexing keyword is determined by the number of times they appear, adding all these times and divided by the occurrence in 10 blog posts With the same process, the frequency of the Title and heading is based on the number of sentences; the frequency of explanation of related term, note, visual contents’ explanation, blogger’s commentary, step, list, experiential story, example, additional facts/ information, advertisement, outside advertisement, step and frequently asked question are based on the number of paragraph containing them; the frequency of visual content is based on the number of pictures/photos/info graphic/videos For the rest like the cover image, time of publication, the author’s name, share button, introduction, table of contents, conclusion, give away content, related/ previous posts, category, tag, about the author, rate/like section, number of views and comment section, their frequency is decided based on the number of sections they occur in
The elements in Table 4 are divided into two categories The elements in gray provide information related directly to the content of the blog posts, thus serving the purpose of informing The rest fulfill the function of marketing There are two iterative elements in English posts (LSI and Ad) and one in Vietnamese posts (LSI)
Due to the flexibility and typicality of the elements, occurrences of each element in all blog posts and the frequencies of the elements in each blog post were diverse It can be seen from Table 4 that Title, heading, visual content, blogger’s commentary, additional facts/ information, anchor text occur in most of the blog posts, accounting for 94% of 20 blog posts On the contrary, alt tag, visual content’s explanation, outside advertisement, give away content, category, tag, number of views do not appear or occur only once or twice among 20 posts
Regarding the frequencies, the heading, visual content, blogger’s commentary, additional facts/ information, keyword and anchor text densely occurs as they play key roles in conveying the contents to the readers and contribute to form the structure of the post The highest frequent element is the latent semantic indexing keyword which is previously mentioned as the synonym or the words/phrases appear in the same context with keywords in the title
To decide whether one element is obligatory or not depends on the number of blogs in which it is presented Due to small number of blogs in each category, it was stipulated that any elements that appear in more than 90% of the blogs are considered ‗obligatory‘, the rest, therefore, are optional
The details are discussed in the next sections
The statistics of the average number of elements can be seen in Table 5
Table 5 Average number of the elements
Part Average number of elements (English)
Average number of elements (Vietnamese)
Qualitative findings
4.2.1 Generic structure potential of instructional blog posts in English 4.2.1.1 Head of English instructional blog posts
There are 5 potential elements in the head of the English instructional blog posts; particularly, 4 elements were predicted and appeared in the framework and 1 new element was identified
+ One obligatory element must occur in the head: Title (T) + 4 optional elements can occur in the head: cover image (CI), author’s name (AA), time of publication (TP) and share button (Sh)
The average number of elements in the head of examined English instructional blog posts is 3.4 (at least 1, at most 5) GSP of the head is presented as follows:
There is only one obligatory element so the main purpose of the head in English instructional blog post is informing
Following is the illustration of the head of an English instructional blog post with the fewest elements (1 element):
This is a rare example of a head of the posts, which contains only one obligatory element Its purpose is to inform the main content of the text This leads to low traffic to the posts as there are 118,000 views per month, 4 times as few as the post with the most elements
Example 2 below indicates the head of English instructional blog post with the most elements (5 elements)
Example 2: T^CI^AU^TP^Sh•
This post not only provides readers with an overall idea of what is the post‘s content, but also with author, time of publication and the share button
The time is relatively important as it shows the updated-quality of the post which is necessary when consulting the instructional posts because Internet and information change frequently, the most updated advice tends to be more favorable Besides, the share button helps the post reach other views outside of the blog page, in turn, bring more traffic The cover image play a role here as it makes the post more attractive Factually, this posts has got 527,000 views per month, far better than the one with one element in example 1 This head of English instructional blog post not only inform the reader with the main content of the post, but also fulfill the marketing purpose
4.2.1.2 Body of the English instructional blog posts
There are 24 potential elements in the body of the English instructional blog posts, in which 6 elements were recognized and occurred in the framework and 18 elements were found in the analyzing process
+ 8 obligatory elements are: heading (H), visual content (VC), blogger’s commentary (BC), additional fact/ information (AF), latent semantic indexing keyword (LSI), anchor text (AT) advertisement (Ad) and conclusion (C)
+ 16 optional elements include: introduction (I), table of Contents (TC), explanation of related terms (ET), note (N), alt tag (ATg), visual content’ explanation (VCE), keywords (KW), experiential story (ES), call to action (CTA), give away content (GAC), example (E),list (L),step(S) recommended further reading (RR), outside advertisement (OAd) and frequently asked questions (FAQ)
The average number of elements in the body of examined English instructional blog posts is 14.4 (at least 9, at most 19) GSP of the body of English instructional blog posts is presented as follows:
[(I)^(TC)] [H^(ET)]^(N)^[VC^(ATg)^(VCE)]^BC^(E•)^(KW)^(ES)
^(CTA)^(GAC)^AF•LSI ^(S•)^(L)^(RR•)^AT•^Ad ^(OAd•)^ (FAQ•) ^C
In the GSP of the body of English instructional blog post, the fact that H,
VC, BC, AF, LSI, AT, Ad and C are obligatory elements shows that it plays these posts play a relatively successful roll in providing information to readers
The two obligatory elements LSI and Ad are repeated identically throughout the posts, making the role of marketing accomplished Ultimately, the English instructional blog post has fulfilled the role of instructing and marketing
Following is the illustration of the head of an English instructional blog post with the fewest elements:
Example 3: I^H^AF•^L^AT^LSI ^BC^Ad^VC
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CONCLUSION
Recapitulation
The study aims to explore the generic structure potential (GSP) of a kind of content marketing blog posts – instructional blog posts - in English and Vietnamese
Corpus of 20 instructional blog posts is categorized into two groups: 10 English instructional blog posts and 10 Vietnamese instructional blog posts
The study is grounded on the premise of genre analysis, proposed by Halliday and Hasan (1985) Generic structure potential model (Hasan, 1985), was adopted to render the results of the study The researcher employed mostly qualitative method and quantitative one to reveal the generic structure of each instructional blog post, then reported the statistics contributing the conclusions of this study
The answer to each of the study‘s question was discovered by detecting the proposed schematic elements inherent in each instructional blog post, their frequency of occurrence as well as common positions in the texts
The GSP of English instructional blog posts contains 36 elements, 11 of which are obligatory and there are two iterative elements The dominant function of English instructional blog posts is to market, instruct and increase leads
The GSP of Vietnamese instructional blog posts consists of 31 elements, in which 9 elements are obligatory and one element is iterative
Vietnamese instructional blog posts primly serve the purpose of instructing, increasing traffic to the posts
English and Vietnamese instructional blog posts show conspicuous differences in number of elements, obligatory and iterative elements, besides instructing and increasing leads like the Vietnamese ones, English instructional blog posts outperform in fulfilling the marketing function.
Implications
The present study examined the generic structure potential of English and Vietnamese instructional blog posts The result asserts the flexibility of Hasan‘s model (1985) over Swale‘s model (1990) Furthermore, the present study could have some implications on teaching writing Teachers can provide learners with various aspects of instructional writing and illustrate how this kind of writing differs from general English The present study also adds to the amount of literature on genre analysis of various disciplines and SFL analysis applied on various contexts Hence it can be beneficial for researchers to draw on and make comparisons with their own studies and to enrich this trend of studies.
Limitations and suggestions for further studies
The present study is considered limited in the following aspects As this minor thesis is a qualitative study conducted under time constraints and written within word limit, this study investigated only a small data corpus
The extension of the data corpus might bring more interesting findings about other optional elements that potentially appear in English and Vietnamese instructional blog posts Also, the scope of the data for this research is merely limited to instructional blog posts in English and Vietnamese, so it should not be generalized into the GSP of the blog posts in content marketing in general
Consequently, there is still much room remained to be investigated on other type of blog posts or blog posts in general
As for the framework of this study which has applied the genre analysis of Halliday‘s and Hasan‘s framework, further studies can make use of other models of genre analysis such as that of Bhatia‘s or Swales‘ model By the same token, research on macroctructure could be undertaken as well in order to expand on the body of research with the same nature
While the analysis of the current study is examined in time intervals and detailed discussions on how thorough and careful the analysis is, was made with a specialist informant who is an expert and further consultations with a professional researcher in order to minimize the impressionistic ideas, is conducted yet it would be a good idea to consult with several informants on the choice of labels and the content assign to each label and to verify the inter- raters reliability accordingly
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List of English instructional blog posts
1 https://www.wpbeginner.com/start-a-wordpress-blog/
2 https://onlinesellingexperiment.com/how-to-sell-on-amazon-beginners- guide-to-getting-started-selling-on-amazon/
3 https://startupbros.com/how-to-sell-on-amazon-fba/
4 https://www.nchannel.com/blog/how-to-sell-on-amazon-for-beginners- using-fba/
5 https://www.abetterlemonadestand.com/how-to-sell-on-amazon/
6 https://upfuel.com/how-to-start-a-blog/
7 https://www.bluehost.com/blog/wordpress/how-to-make-a-blog-on- wordpress-9880/
8 https://www.cpcstrategy.com/blog/2019/05/amazon-baby-products/
9 https://thesellingfamily.com/amazon-product-pages/
10 https://smartblogger.com/how-to-write-a-blog-post/