Genre Analysis: An Innovation through Hybridity and Multimodality
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The study focuses on how genre hybridity and multimodality are combined to bring innovation and promote commercialism. There has been a gap in previous literature on how genres are combined innovatively and how it can be employed for economic and commercial industry. The study, therefore, analyzes how genre hybridity and multimodality, as creative processes, are combined to bring innovation and the types of modes employed to convey meanings and achieve targets from the perspective of Pakistan’s fashion industry. Theoretical triangulation consisting of Duff (2000), Bakhtin (1986), and Bateman (2008, 2009, 2012, 2014) are used to examine genre innovation. Hybridity is related to polyphony, dialogism, and heteroglossia, and genre-wise hybridity is developed as a combination of two or more genres to form a new one. Whereas, multimodal discourse, using semiotic entities, can be seen as an 'ensemble' of communicative practices. Data has been collected from Manto’s website, a Pakistani clothing brand. The mixed method data is analyzed by focusing on how Urdu poems are embedded with genre in fashion industry to bring an innovation and to promote commercialism. Hybridity is analyzed from the perspective of how embedded elements develop a new genre especially from the perspective of polyphony and dialogism, whereas semiotic modes, media and genre structures are employed to explore multimodality. Findings focus on how poetry, as one genre, brings innovation through hybridity and multimodality that can positively out-turn commercialism.
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