Business Class Project and Discourse Communities
A discourse community is a group of people who are involved in and are communication about a certain idea, issue, topic or field. John Swales was an educator and researcher who focused on discourse communities. For my project, I decided to pursue the idea of conducting research on the new marketing strategies in the social networking sites. The idea for this article was obtained from WordStream Blog, an online advertisement site. Majority of the people worldwide spend most of their time on social media sites than any other part of the internet. According to Swales’ description of a discourse community, such a group of people can be classified as such. This is because they share information and communicate on similar topics and use the social media to put forward their ideas and opinions on these topics.
As such, for the project to be a success, Swales characteristics of the literary skills needed for one to fit into or appeal to a certain discourse community must be applied when coming up with new strategies necessary to attract this large and worldwide group of internet consumers. This is because they provide an insight of the factors and forces that drive this market.
Swales outlined six characteristics. The first claims that these communities possess common and public goals that are generally agreed by everyone. The aim of social media users is to communicate with other people around the world. Consequently, in order for one to fit into this group, he/she must embrace effective and sensitive communication models to reach out to the members. For example, any advertisements placed on social media sites must demonstrate its capacity to pass on the message without appearing to be discriminative in any way to the target population.
Secondly, Swales claims that there are mechanisms used for intercommunication between members of a discourse community. For social media users, these mechanisms include all internet-enabled devices that can display information on a screen such as phones and computers. Additionally, public or private gatherings are made possible through messages passed across on social media sites. Since the market is already big, the only task that this project will have to accomplish in its marketing strategy is to find a way to get the message to the consumers through their mechanism at the cheapest cost.
Discourse communities also acquire their own lexis- specific words in a particular field such as scientific words used by scientists. In order to appeal to such a group, one has to familiarize him/herself with some of these words. Social media users also have such words, for example acronyms. As a result, the marketing strategy will require me to familiarize myself with new and emerging words and phrases used by this community. This is because using such words in my advertisements will make them easily accessible on the internet search engines. These words form part of the keywords used in online advertisements.
In conclusion, this article demonstrates the effectiveness in marketing that can be achieved through the application of some of the principles that govern communication between people in different discourse communities. In our case, the market is social media users across the world and they constitute the discourse community. I believe that the literary skills advanced by Swales’ thoughts will be instrumental in the success of this project.
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