The volume addresses the issue of evolution in the notion of genre by exploring emerging new genres, the transformation and variation in pre-existing genres brought about by social and technological changes and the challenges posed by accounting linguistically and non-linguistically for multimodal artefacts.

Paola Evangelisti Allori is Senior Professor of English at the University of Rome4 ‘Foro Italico’. Her research interests include the language/culture interaction in academic and professional discourses as well as comparative analyses of domain specific-discourses and genres in various disciplinary areas and fields of action, both cross-linguistically and cross-disciplinarily. John Bateman is Professor of Applied Linguistics in the English and Linguistics Departments of the University of Bremen, Germany. His research spans functional linguistic approaches to multilingual and multimodal document design, the semiotics of film, discourse structure, genre, and the relation between language and other semiotic systems. Vijay K. Bhatia retired as Professor of English from the City University of Hong Kong. He is the CEO and Director of and also the President of the Asia-Pacific Association of LSP and Professional Communication. His research spans genre analysis of academic and professional discourses, ESP and Professional Communication.

«This volume is a must for anyone interested in the genre theory and in the notion of genre from different standpoints.» (Miguel F. Ruiz Garrido, ESP Today, 3/2015)

Contents: John A. Bateman/Paola Evangelisti Allori/Vijay K. Bhatia: Evolution in Genre: Emergence, Variation, Multimodality – Paola Catenaccio: The Evolution of Business Discourse and the Emergence of the Corporate Social Responsibility Paradigm: An Investigation of CSR Reports – Cinzia Giglioni: Variation in Apologetic Strategies in Annual Company Reports: Rhetorical Functions of Lexical-Syntactical Patterns – Stefania M. Maci: Investigating Variation in Medical Poster Abstracts – Vijay K. Bhatia: Managing Interdiscursive Space in Professional Communication – Michela Giordano: Trial Proceeding Transcripts as Genre: Decontextualization and Recontextualization – Gillian Mansfield: Anything for a Laugh: Creating and Maintaining Humour from Script to Subtitling in the British TV Situation Comedy – Carmen Sancho Guinda: Alignment Strategies and Genre Variation in Students’ Graph Commentaries – Franca Poppi: From Business Letters to E-mails: Balancing Tradition and Change – Maurizio Gotti/Larissa D’angelo: Genre Variation in Mediation Practice: Traditional vs Online Processes – John Bateman: Genre in the Age of Multimodality: Some Conceptual Refinements for Practical Analysis – Carmen Daniela Maier: Transgeneric Multimodal Designs across Business and Academic Communication: the Case of Multimedia Kits – Sandra Petroni: Collaborative Writing and Linking: When Technology Interacts with Genres in Meaning Construction – Luisa Caiazzo: Emerging Conventions in the Verbal Component of the ‘About’ Page of British University Websites – Chiara Degano: Genre Variation in Electoral Campaigns: Adaptation to the Audience in UK Posters and TV Debates.