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Tiêu đề Investigating The Generic Structure Potential Of English And Vietnamese Blog Posts In Content Marketing In The Light Of Systemic Functional Linguistics (SFL)
Tác giả Kiều Thị Lệ
Người hướng dẫn Dr. Nguyễn Thị Minh Tâm
Trường học Vietnam National University, Hanoi University of Languages and International Studies
Chuyên ngành English Linguistics
Thể loại master’s thesis
Năm xuất bản 2019
Thành phố Hanoi
Định dạng
Số trang 86
Dung lượng 2,65 MB

Cấu trúc

  • CHAPTER 1: INTRODUCTION (10)
    • 1. Rationale of the study (10)
    • 2. Aims and objectives of the study (11)
    • 3. Research methodology (11)
    • 4. Scope of the study (12)
    • 5. The significance of the study (12)
    • 6. Structure of the thesis (12)
  • CHAPTER 2: THEORETICAL FRAMEWORK AND REVIEW OF (14)
    • 2.1. Generic Structure Potential (GSP) in SFL (14)
      • 2.1.1. Systemic Functional Linguistics (SFL) (15)
      • 2.1.2. Genre and genre analysis in SFL (16)
      • 2.1.3. Macrostructure analysis and GSP (21)
    • 2.2. Blog posts as a special kind of genre (26)
      • 2.2.1. Overview about content marketing and blogging (29)
      • 2.2.2. Internet/ web Genres (33)
    • 2.3. Previous Studies (35)
  • CHAPTER 3: METHODOLOGY (40)
    • 3.1. The data corpus (40)
    • 3.2. Methods of the study (40)
    • 3.3. Analytical framework (41)
    • 3.4. Data analyzing procedure (42)
  • CHAPTER 4: RESULT AND DISCUSSION (0)
    • 4.1. General findings (43)
    • 4.2. Qualitative findings (49)
      • 4.2.1. Generic structure potential of instructional blog posts in English (49)
      • 4.2.2. Generic structure potential of instructional blog posts in Vietnamese . 52 4.3. Discussions: Answers to the research questions (61)
      • 4.3.1. Answer to RQ1: What is the generic structure potential of instructional (71)
      • 4.3.2. RQ2: What is the generic structure potential of instructional blog posts (73)
      • 4.3.3. Answer to RQ3: What are the similarities and differences between (74)
  • CHAPTER 5: CONCLUSION (76)
    • 1. Recapitulation (76)
    • 2. Implications (77)
    • 3. Limitations and suggestions for further studies (77)

Nội dung

INTRODUCTION

Rationale of the study

In recent years, advertising and marketing have gained prominence as essential tools for adding value and attracting target audiences Advertisements now aim not only to introduce products but also to capture audience attention and foster loyalty The challenge lies in crafting text that effectively connects the intended audience with the writer, ensuring engagement within a specific discourse community Texts that fail to establish this relationship may struggle to resonate with readers Recognizing textual variations within genres is crucial for understanding how different texts align with their discourse organizations and linguistic features While numerous resources on effective blogging exist, there remains a lack of focused analysis on the structure of blogs, the elements contributing to their success, and those that disengage readers This study seeks to explore the generic structure and characteristics of blogs to identify a potential formula for successful posts that attract target audiences, enhance customer loyalty, and drive traffic to products or services The findings will benefit members of the discourse community, including copywriters, bloggers, and advertisers.

Aims and objectives of the study

This study investigates the generic structure potential (GSP) of instructional blog posts within the realm of content marketing, focusing on both English and Vietnamese languages To achieve this objective, three specific goals have been established.

+ 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 utilizes the Systemic Functional theory of language to analyze the unique rhetorical structures and identify the Generic Structure Potential (GSP) in instructional blog posts According to Halliday and Hasan (1989), the defining characteristic that separates text from non-text is its textual unity, which encompasses two key features: unity of structure at the macro level and unity of texture at the micro level However, this research primarily focuses on examining the generic structure rather than the individual components, emphasizing the macro level of analysis.

Scope of the study

This research analyzes instructional blog posts, a popular form of content marketing that effectively generates demand and encourages purchases Grounded in Halliday and Hasan's (1985) theory of genre analysis, the study aims to uncover the generic structure potential (GSP) of these posts and identify the essential elements that distinguish this genre from others.

The data is organized based on language usage and origin, specifically focusing on English and Vietnamese A macro-structure analysis of the blog posts is conducted to determine the Generalized Semantic Patterns (GSP) of each language group.

The significance of the study

This study aims to explore the generic structure potential of blog posts in both English and Vietnamese By identifying the common schematic structures within each language, the findings are intended to aid copywriters, bloggers, and businesses in improving the quality and promotional effectiveness of their blog content Additionally, the results may provide a valuable reference for future research in this area.

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 Systemic Functional Linguistics (SFL), genre is characterized as a "staged, goal-oriented purposeful activity" (Martin, 1984, p.25), highlighting its connection to culturally specific purposes Halliday and Hasan (1989) define genre as a "type of discourse," prompting an exploration of text structure This definition emphasizes how genre reflects the influence of cultural context on language, with social purposes providing meaning to the activities described The distinct social purposes lead to variations in the stages of activities necessary to achieve these goals These stages create a structured framework for texts, as individuals typically cannot convey all desired meanings simultaneously Consequently, understanding the stages is essential for organizing texts and effectively describing the procedures for achieving specific objectives.

The context of culture or genre is often viewed as an abstract concept that is not directly identifiable in language Its representation is mediated through two key approaches: first, by outlining common staging organization or schematic structure, and second, by examining the register, which defines the genre potential of a culture based on the permissible configurations of register variables at a specific time (Eggins, 1994, p 35).

In schematic structure, two fundamental concepts are constituency and labeling Constituency denotes the part/whole relationship among structural elements, as described by Eggins (1994) Constituents are identified through functional labeling based on their roles Within a schematic structure, constituents can be categorized as obligatory, optional, or recursive, with genres defined by their obligatory elements Various genres exhibit distinct patterns of schematic structure, influenced by culturally relevant activities Texts within the same genre typically follow similar organizational stages, reflecting their shared schematic structure.

Systemic Functional Linguistics (SFL), rooted in Michael Halliday's ideas from the mid-20th century, has garnered significant attention in the field of applied linguistics According to Eggins (2004), the core theoretical premise of SFL emphasizes the multifaceted nature of language, highlighting its role in social interaction and communication.

‗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)

Systemic Functional Linguistics (SFL), as explained by Eggins (2004), centers on the concepts of function, system, and the social semiotic characteristics of language This theory emphasizes how language serves various functions within social contexts and how it operates as a system of meaning-making.

The functionality of language highlights how individuals select specific language features in particular contexts, as opposed to other available options According to Halliday and Matthiesen, the significance of naming functional categories is rooted in their ability to interpret grammatical structures in relation to the overall meaning potential of language.

The system in this model represents a set of contrasting features within a specific environment, where one feature is selected based on the prevailing conditions (Halliday & Webster, 2009) This indicates that any chosen linguistic feature is merely one option from a range of possibilities within the language system It encompasses both paradigmatic elements, which refer to oppositions or choices in context (Eggins, 2004), and syntagmatic elements, which denote a linear sequence of ordered elements (ibid) Systemic Functional Linguistics (SFL) views language as a network of meaning potential, constructed from various systems that each showcase distinct features (Morley, 1985).

Halliday's approach to language emphasizes its social dimension, contrasting with other linguists who focus on psychological or aesthetic aspects According to Systemic Functional Linguistics (SFL), language acquisition occurs primarily through social interactions, whether in formal settings like schools or informal ones such as parent-child conversations (Halliday & Hasan, 1989) Furthermore, language serves as a crucial semiotic system that interconnects with other sign systems, forming the foundation of culture (Malmkjør, 2010).

2.1.2 Genre and genre analysis in SFL 2.1.2.1 Genre

Numerous scholars have contributed to the understanding of genre, with significant works by Miller (1984), Martin (1984), Swales (1990), Eggins (1994), Bawarshi and Reiff (2010), and Bhatia (1993, 2004) Miller defines genre as "typified rhetorical actions based in recurrent situations," emphasizing that these situations are socially relevant events interpreted and acted upon in specific ways Martin views genre as a "staged, goal-oriented, purposeful activity" that reflects cultural engagement Swales expands on this by describing genre as a class of communicative events characterized by shared purposes within specific professional or academic communities, which shapes discourse structure and influences content and style Eggins highlights that the primary determinant of genre membership is "purpose," with schematic structure and linguistic features serving as dimensions for realizing genres.

Bhatia (1993) emphasizes that social motives play a crucial role in defining genres, referring to them as communicative goals or purposes In his later work (2004, p 23), he defines genre as the use of language within established communicative contexts aimed at fulfilling specific communicative objectives tied to disciplinary or social institutions.

―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

According to Hyland (2008), genre consists of a collection of texts that share distinctive characters, which embody the use of language in specific and recurring contexts These characters enable members of a language community to easily identify common characteristics within texts of the same genre, facilitating both comprehension and the creation of similar works (p 543).

Bawarshi and Reiff (2010) define genre as a structured way in which language is organized to effectively present and respond to situations, enabling individuals to reinterpret the context of language use From a functional perspective, genres are classified based on their specific features, with a consensus among scholars that the purpose of a text is crucial in determining its genre Texts are categorized according to their intended use, allowing for the identification of essential characteristics that help recreate the genre Figure 1 illustrates various genres alongside their functions, listing commonly used text types associated with each genre.

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)

Genre plays a crucial role in Halliday's Systemic Functional Grammar (SFL), which connects language to its social functions SFL views language as a social semiotic, defining genre as a "staged, goal-oriented, and purposeful social activity" that individuals partake in as cultural members (Martin, 1984, p 25) Within this framework, genres reflect the cultural purposes of texts, with their structural and realization patterns conveying meaning (Eggins, 2004) Thus, genre serves as a social process that helps interpret the organization and structure of language, revealing its social purpose within specific contexts and cultures.

The concept of realization is crucial in Systemic Functional Linguistics (SFL), as it elucidates the dynamic interplay between language and context Language serves to fulfill social purposes, while context facilitates specific linguistic interactions Furthermore, language embodies particular social actions and meanings by leveraging these social contexts Halliday (1978) characterizes the "context of situation" as register, emphasizing language's role in socialization and meaningful interactions Building on this, Martin (1984) connects genre to register, highlighting their interdependent relationship; he posits that register operates at the situational level, whereas genre functions at the cultural level.

In Systemic Functional Linguistics (SFL), Halliday (1985) identifies three essential types of meaning: ideational, interpersonal, and textual Ideational meaning pertains to the content of texts, representing actions and corresponding to the field Interpersonal meaning focuses on the relationships established through language, reflecting interactions among participants and aligning with the tenor Lastly, textual meaning relates to the organization of information, detailing the flow within and between texts, which corresponds to the mode.

In conclusion, genre is a purposeful use of language which possesses specific schematic structure and linguistic features and serves to achieve particular communicative goals

Blog posts as a special kind of genre

The precise origin of blogs is unclear, but the term "weblog" was popularized by Jorn Barger in 1997 Initially, blogs served as platforms for sharing information and featured three key characteristics: chronological organization, links to relevant websites, and commentary on those links.

Blogs are primarily defined by their reverse chronology, frequent updates, and the integration of links with personal commentary The Weblog Review evaluates blogs based on design, consistency, and content, with content accounting for 80-90% of the overall rating It categorizes blogs into fourteen content-focused genres, including adult, anime, entertainment, and personal Additionally, Jill Walker (2003) notes that blogs can differ in media content, with most being textual, while others fall into subgenres like photoblogs, videoblogs, and audioblogs.

Rebecca Blood's influential blog post on weblog history categorizes blogs into two main styles: the original filter-style, where bloggers act as editors and annotators of links, and the more personal blog-style, characterized by a surge of self-expression from bloggers (Blood, 2000).

Blogs come in various formats, allowing bloggers to either select from predefined templates or create personalized designs Despite these differences, the fundamental principles of blogging remain consistent across different platforms and individual blogs As noted by blogger Meg Hourihan, the underlying structure of blogs reveals a shared foundation among all bloggers.

Blogs are characterized by dated entries organized from the most recent, often featuring external links Each blog consists of "posts" that include a date, time stamp, permalink, and typically a link for comments along with the author's name, particularly in multi-author blogs According to Hourihan (2002), the unique combination of links and commentary is what sets blogs apart, fostering connections that unite bloggers into a cohesive community.

When bloggers talk about blogging, two themes relevant to these questions are ubiquitous: self-expression and community development

Self-expression is a prominent theme for many bloggers, offering them a platform similar to television talk shows where they can share their stories with a potentially vast audience Through linking and commentary, bloggers cultivate a unique voice and clear motivations, explore past interests, and uncover new ones This digital space serves as a forum for their thoughts and an opportunity to experiment with self-expression.

Relationship development and social control in blogging focus on outward engagement, using self-disclosure to foster connections and influence opinions This aligns with the theme of community building, as blogs aim not only to clarify and validate the self but also to attract readers Bloggers prioritize maintaining traffic and link statistics, actively encouraging feedback through comments or emails Some even share Amazon wish lists, highlighting their awareness of their audience and the intention to write with readers in mind.

Adespresso, a prominent American advertising platform established in 2013, emphasizes the importance of regular blog posting to cultivate reader habits and enhance website traffic To maintain high rankings, it is essential to update popular posts frequently Additionally, blogs should be optimized for leads and sales by incorporating clear calls to action (CTAs) and relevant information about how products address specific problems Utilizing ample internal linking can help keep users engaged as they navigate the blog Finally, integrating targeted keywords is crucial for improving search visibility, ensuring each post attracts the most relevant traffic.

Blog posts are a distinct genre of online content, primarily serving two purposes: they express the author's personal opinions and emotions, and they can influence and build relationships with readers Common features of blogs include chronological organization, regular updates, and a mix of personal commentary with external links They typically include elements such as timestamps, author names, calls to action (CTAs), and relevant keywords While most blogs are text-based, they can also be categorized into various subgenres, including photo blogs, video blogs, and audio blogs.

2.2.1 Overview about content marketing and blogging

With the evolution from Web 2.0 to Web 4.0, traditional marketing is losing its effectiveness, prompting marketers to seek new strategies to enhance brand visibility (Adespresso, 2016) Content marketing has emerged as a crucial tool for copywriters, intensifying the competitive landscape while also presenting exciting opportunities According to the Content Marketing Institute, content marketing involves creating and distributing valuable, relevant content to attract a defined audience, ultimately driving profitable customer actions This underscores the necessity for content to deliver value, ensuring that customers gain insights or solutions before making purchasing decisions Effective content marketing not only provides value to the target audience but also surpasses traditional advertising by fostering awareness and educating consumers about previously unconsidered products.

Founded in 2007 as Junta4, the Content Marketing Institute has established itself as the premier global organization for content marketing education and training It specializes in helping enterprise brands effectively attract and retain customers through engaging, multichannel storytelling strategies.

2 What is content marketing? Retrieved from: https://contentmarketinginstitute.com/what-is-content- marketing/

Content marketing sets itself apart from traditional product marketing by focusing on educational and engaging materials rather than just sales collateral This approach encompasses a variety of formats, including articles, blog posts, e-books, videos, and webinars, all designed to address specific questions and offer unique insights By delivering valuable content that cannot be found elsewhere, businesses can effectively differentiate their products and attract a loyal customer base.

Content marketing encompasses the creation and distribution of valuable information to educate, entertain, or share knowledge with audiences Popular formats include blog articles, videos, podcasts, social media posts, emails, webinars, infographics, cartoons, quizzes, calculators, assessments, and apps.

Blogging serves as the cornerstone of content marketing, having evolved into a widely accessible platform for high-quality information, as noted by Ruffolo (2017) Defined by the Oxford Learner's Dictionaries, a blog is a regularly updated website or webpage where individuals share insights on current events or topics of interest, often accompanied by photos and links This informal, conversational medium allows users to easily discover content through website links, emails, and search engines, as well as social media profiles Blogs typically present their posts in reverse chronological order, ensuring that the latest content is readily available to readers.

Blogging goes beyond simply updating your business website; it involves creating engaging content that varies in length and type As noted by Guillory (2015), ideal blog posts typically range from 400 to 600 words, but longer, in-depth articles—often referred to as skyscraper content—should aim for around 2,000 words To maintain reader interest and provide valuable insights, it’s recommended to publish one or two of these comprehensive posts each month Additionally, incorporating various formats such as how-to guides, product reviews, listicles, best-of roundups, interviews, and tips can enhance the appeal and effectiveness of your blog.

Previous Studies

Genre Structure Analysis (GSP) serves as an effective method for identifying various texts with similar patterns within the same genre, as demonstrated in multiple studies Notable examples include shop interactions (Mitchell, 1975), research article introductions (Paltridge, 1993), modern popular songs (Teo, 1996), print advertisements like Elizabeth Arden's Intervene moisturizing cream (Nugroho, 2009), Nigerian folktales (Ewata, Oyebade & Onwu, 2018), and English introductory pages of Vietnamese institution websites (Tam, 2018) For instance, in the analysis of Nigerian folktales, GSP was utilized to reveal distinct genre patterns.

[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

Several Internet genres have undergone thorough analysis, with Suen (2009) focusing on the unique characteristics of hotel homepages to identify their textual and visual elements Utilizing Bhatia's (2004) framework alongside Kress and van Leeuwen's (1996) multimodal analysis, this study examines how images on hotel websites contribute to meaning in communication The research explores the 'representational,' 'interpersonal,' and 'compositional' meanings conveyed by the visuals featured on these homepages.

Representational meanings convey how the world is depicted through narrative and conceptual imagery, while interpersonal meanings highlight the social dynamics among participants, influenced by factors such as contact, distance, perspective, and modality Compositional meanings explore the interplay between representational and interactive elements of an image, realized through systems of information value, framing, and salience The analysis focuses on 12 hotel homepages, examining text moves, lexical-grammatical features, hyperlinks, and image usage.

Schmidt (2007) developed a framework for analyzing blogging practices based on social structuration theory, highlighting three key structural elements: rules, relations, and code He emphasizes the importance of studying links as part of the analysis and defines blogging practice as individual episodes where bloggers use specific software to achieve communicative goals Additionally, Schmidt employs the concept of communities of practice to describe groups sharing a blogging practice In contrast, Efimova and de Moor (2005) explore blog conversations within their socio-technical context, stressing the need to consider external connections to other media when studying blogging communities Their findings indicate that examining a single blog conversation reveals diverse approaches to writing, linking, and commenting, showcasing the variability in conversational practices within the blogosphere.

Miller and Shepherd (2004) explore the blog as a form of social action, asserting that it represents a modern contribution to self-expression Their research, grounded in genre theory, examines the semantic content, formal features, and social implications of blogs They highlight the challenges in defining a generic blog, noting significant variations in usage despite the medium's relatively short existence Ultimately, they argue that blogs exist within the interplay of public and private spaces, serving as a genre that fundamentally fosters and affirms individual identity.

Herring et al (2005) argue that blogs represent a hybrid genre based on an analysis of 203 blogs, highlighting their frequent updates, limited links and comments, and primary use for self-expression Lomborg (2009) builds on this concept by defining personal blogs through three dimensions: content, directionality, and style, distinguishing them from other blog types Similarly, Puschmann (forthcoming) employs genre theory to examine corporate blogs, questioning whether blogs can be viewed as a genre shaped by community norms, while emphasizing the importance of technology in transmitting formal conventions.

To create an effective and successful blog post, it is essential to incorporate key elements such as a compelling title, engaging content, relevant tags/categories, and essential metadata like author, publication time, and URL Business blogging is increasingly generating leads for B2B companies, offering significant SEO benefits and long-term ROI when executed well High-quality, in-depth, and actionable content that addresses readers' pain points is crucial, with visual storytelling enhancing engagement Research shows that incorporating images can increase views by 94%, while video content is projected to comprise 80% of online traffic, making it vital to embed videos within posts Unique cover images and visual elements, such as infographics, further attract attention Additionally, utilizing LSI keywords, leveraging communication channels like social networks and forums, and providing an infinite scroll of related posts can enhance reader retention and engagement.

Meyer (2015) emphasizes that an effective blog post should feature anchor text links that clearly indicate what readers can expect upon clicking Additionally, the writer's commentary, often delivered with an irreverent or sarcastic tone, plays a crucial role; skilled editors typically encapsulate this commentary in one or two sentences alongside the links, though it can also be presented as a separate essay This commentary reflects the author's personal opinion, relying less on data and reportage (Raven, 2017).

A blog post typically consists of three main components: the head, which serves as the title; the body, which includes the writer's opinion or commentary, relevant facts, anchor texts linking to referenced sites, and SEO keywords that enhance visibility and help the content reach a broader audience; and the head again, which features the comment section SEO keywords are crucial for making blogs and articles more discoverable and can significantly contribute to their potential for going viral.

Most previous research has concentrated on blogs as a social action within a socio-technological framework While some studies have attempted to pinpoint the key elements contributing to successful blog posts, there is a lack of comprehensive analyses regarding the generic structure of these posts This paper aims to address this gap by utilizing Hasan's (1985) model to identify the Generic Structure Potential (GSP) of instructional blog posts.

METHODOLOGY

The data corpus

The analysis of 20 instructional blog posts, split evenly between English and Vietnamese, reveals that each post garners significant traffic, ranging from 100,000 to 7,000,000 views monthly These blogs focus on essential strategies for writing engaging content, boosting fanpage traffic, and employing effective techniques to enhance product clicks on Amazon Designed to attract customers and increase page traffic, these blogs serve a dual purpose: they function as advertisements while also providing valuable instructions to readers Moreover, they subtly promote their products, services, tools, or courses as beneficial resources for potential customers.

The corpus is visually represented as the Table below:

English instructional blogs Vietnamese instructional blogs

Methods of the study

This study explored the generic structure potential of English blog posts, focusing on the differences between corporate and personal blogs Utilizing a dominant qualitative approach alongside a quantitative method, the research analyzed twenty blogs to identify their structural elements Each element's occurrence was counted and synthesized to determine which were obligatory, optional, or iterative, thereby outlining the generic structure of the entire corpus and each blog category The findings led to conclusions regarding the functions of the blogs and highlighted the differences in element presence between the two categorized groups.

Analytical framework

The framework of this research was adapted from the studies of Blood

According to Blood and Vos (2018), the structure of blogs and the incorporation of promotional elements are crucial for attracting readers and enhancing SEO Their research, along with insights from Hourihan (2002) and Adespresso, emphasizes the importance of engaging content and strategic formatting to improve online visibility and reader retention.

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:

The analysis of each blog post focused on identifying 13 key elements outlined in the framework Notably, these elements were not consistently present across the entire dataset, indicating the potential for discovering additional elements.

The determination of whether elements are obligatory or optional was based on their frequency in the analyzed texts Elements classified as obligatory appeared in over 90% of the texts, while optional elements were noted to occur only once during the analysis Additionally, any elements that were repeated identically, irrespective of their position within the text, were categorized as reiterative.

The analysis revealed significant differences in the use of elements between English and Vietnamese blog posts, identifying obligatory, optional, and reiterative components It also highlighted the most frequently utilized elements within each category for both languages.

The generic structure potential of the entire corpus and each group was established by analyzing the presence of obligatory, optional, and iterative elements, along with their common positions within 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

The Table of Contents provides an organized list of headings with clickable links, allowing readers to easily navigate the blog and select the sections that interest them most.

3.Heading is the heading of the each small section or in the heading of the blog

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The section titled "Explanation of Related Terms" offers clear definitions, examples, and explanations of key terms mentioned in the title This part enhances readers' understanding by providing a comprehensive and detailed exploration of the content, ensuring clarity and depth in the subject matter.

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5.Note is what readers should take into consideration besides the aforementioned information

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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

Amazon Prime members enjoy numerous benefits, including free one-day, same-day, and two-hour delivery options on select items in specific cities This enhancement aims to streamline the shopping experience and provide added convenience for users.

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 stands out among his peers; unlike others, he lacks the impulsive energy often seen in social settings and does not exhibit the hidden insecurities that some travelers display.

When John’s wife died in 1982 he decided to leave his adopted home of Melbourne

In conclusion, this article highlights the essential points discussed, inviting readers to reflect on the insights gained It encourages them to take actionable steps based on the knowledge acquired, fostering a proactive approach to implementing these lessons in their lives What will you do with the information you've learned?

To get most of your on-page strategy, don’t neglect the small tweaks that add up to the big picture

Certain tags are essential for establishing the taxonomy of your page, while others may not be crucial but can provide a competitive edge by enabling you to secure rich snippets that your competitors may overlook.

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12.Step are the detailed instruction and the process that reader can follow

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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

Categories on the blog represent the main topics covered, encompassing both broad themes and more specific subtopics Each category is descriptive and typically consists of three to five words.

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

Aleh Barysevich is Founder and Chief Marketing Officer at companies behind SEO PowerSuite, professional software for full- cycle SEO campaigns, and [Read full bio] AA

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 determined by summing the total occurrences of that element across phrases, sentences, paragraphs, and sections For instance, this includes calculating the frequency of anchor text, keywords, and Latent Semantic Indexing terms.

The indexing of keywords is calculated by summing their occurrences across ten blog posts and dividing by the total number of appearances Similarly, the frequency of titles and headings is determined by the number of sentences The occurrence of related terms, notes, visual content explanations, blogger commentary, steps, lists, experiential stories, examples, additional facts, advertisements, outside ads, FAQs, and other elements is based on the number of paragraphs they occupy Visual content frequency is assessed by the count of images, infographics, or videos included Other components, such as cover images, publication time, author names, share buttons, introductions, tables of contents, conclusions, giveaway content, related posts, categories, tags, author bios, rating/like sections, view counts, and comment sections, are evaluated based on their section occurrences within the article.

The elements outlined in Table 4 are categorized into two distinct groups: the gray elements that directly inform the content of the blog posts, and the remaining elements that serve marketing purposes In English posts, there are two iterative elements—Latent Semantic Indexing (LSI) and advertisements—while Vietnamese posts include one iterative element, LSI.

The analysis reveals a significant diversity in the elements present across various blog posts, highlighting their flexibility and typicality As shown in Table 4, essential components such as the title, headings, visual content, blogger’s commentary, and additional facts account for 94% of the 20 blog posts analyzed In contrast, elements like alt tags, visual content explanations, outside advertisements, giveaway content, categories, tags, and view counts are either absent or appear only once or twice in the sample.

In crafting effective content, it's essential to focus on key elements such as headings, visual content, blogger commentary, and additional information, as these significantly enhance reader engagement and contribute to the overall structure of the post A critical component is the use of latent semantic indexing (LSI) keywords, which are synonyms or contextually related phrases that reinforce the main keywords in the title, thereby improving SEO and content relevance.

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

The head of an article must include a title (T), while it may optionally feature a cover image (CI), author's name (AA), time of publication (TP), and a 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 article highlights a unique case of a post header that includes only one essential element, aimed solely at conveying the main content As a result, this post experiences significantly low traffic, garnering only 118,000 views per month—four times fewer than posts with multiple 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 article offers readers a comprehensive overview of its content, including details about the author, publication date, and a share button, which enhances its reach and traffic The publication date is crucial as it indicates the post's relevance and accuracy, especially in a rapidly changing information landscape Additionally, the inclusion of a cover image increases the post's visual appeal With an impressive 527,000 monthly views, this English instructional blog post effectively combines informative content with strategic marketing elements.

4.2.1.2 Body of the English instructional blog posts

The body of English instructional blog posts comprises 24 potential elements, with 6 elements identified within the framework and an additional 18 elements discovered during the analysis 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)

This article outlines 16 optional elements that can enhance content quality and SEO performance, including an introduction (I), table of contents (TC), explanation of related terms (ET), notes (N), alt tags (ATg), visual content explanations (VCE), keywords (KW), experiential stories (ES), calls to action (CTA), giveaway content (GAC), examples (E), lists (L), recommended steps (S), further reading (RR), outside advertisements (OAd), and frequently asked questions (FAQ).

The average English instructional blog post contains 14.4 elements, with a minimum of 9 and a maximum of 19 elements The General Structure Pattern (GSP) of these blog posts is outlined 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,

The article highlights that essential elements such as VC, BC, AF, LSI, AT, Ad, and C contribute significantly to the effectiveness of the posts in delivering information to readers Notably, the consistent repetition of the LSI and Ad elements throughout the content enhances its marketing effectiveness In conclusion, the English instructional blog successfully achieves its dual purpose of educating and promoting.

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

This study analyzes a corpus of 20 instructional blog posts, divided equally between English and Vietnamese, using genre analysis as proposed by Halliday and Hasan (1985) The research employs the Generic Structure Potential model to examine the structural components of each blog post Utilizing both qualitative and quantitative methods, the researcher identifies the generic structures and presents statistical findings that contribute to the overall conclusions of the study.

The study identified answers to its questions by analyzing the schematic elements present in each instructional blog post, focusing on their frequency and typical placements within the texts.

English instructional blog posts consist of 36 key elements, with 11 being essential and two that are iterative Their primary purpose is to market products or services, provide instruction, and generate leads effectively.

The GSP of Vietnamese instructional blog posts includes 31 key elements, with 9 being mandatory and one iterative These blog posts primarily aim to provide guidance and enhance traffic, ensuring effective instruction for readers.

English instructional blog posts excel in fulfilling marketing functions compared to their Vietnamese counterparts, which focus more on instructing and generating leads Additionally, there are notable differences in the number and types of elements present in each language's blog posts, including obligatory and iterative components.

Implications

This study investigates the generic structure potential of English and Vietnamese instructional blog posts, highlighting the superiority of Hasan's model (1985) over Swales' model (1990) The findings suggest valuable implications for teaching writing, as educators can expose students to diverse aspects of instructional writing and clarify its distinctions from general English Additionally, this research contributes to the existing literature on genre analysis across various disciplines and the application of Systemic Functional Linguistics (SFL) in different contexts, providing a resource for researchers to compare their work and enhance the body of studies in this area.

Limitations and suggestions for further studies

This study has limitations due to its qualitative nature, time constraints, and word count restrictions, resulting in a small data corpus Expanding the data set could yield more insights into additional elements present in English and Vietnamese instructional blog posts Furthermore, the research is confined to these specific blog posts, making it inappropriate to generalize findings to content marketing blog posts as a whole Therefore, there is significant potential for further exploration of various types of blog posts beyond those studied.

This study utilized Halliday and Hasan's genre analysis framework, but future research could explore alternative models, such as Bhatia's or Swales' frameworks Additionally, investigating macrostructure could further enhance the existing body of research in this field.

The current study's analysis is conducted in time intervals, emphasizing thoroughness through consultations with a specialist informant and a professional researcher to reduce subjective interpretations To enhance the validity of the findings, it is advisable to engage multiple informants in selecting labels and assigning content to each label, while also verifying inter-rater reliability.

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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/

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