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Discourse Studies
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Property transaction report: news, advertisement or a new genre?

Kenneth C. C. Kong

Hong Kong Baptist University

Property transaction reports are a hybrid genre that combines the characteristics of news reports and advertisements. However, they are different from the traditional hybridity of advertorials, which carry a full-blown label of ‘advertisement’ or ‘promotional material’ and may repeat the name of a product or service many times. Property transaction reports, as an emerging genre in Hong Kong property magazines, combine the voices of property agencies and journalists in a very subtle and sophisticated manner, which is partly made possible by the ambiguous local citing framework. Although the genre is a more successful mix of voices than advertorials, this is not the result of a conscious attempt to mix two genres. Indeed, it is the result of how two ‘communities of practice’ accommodate their practices to accomplish their tasks. This highlights the importance of ‘practice’ in understanding the complex issue of intertextuality.

Key Words: advertisements • hybrid text • intertextuality • mediated discourse • news reports

Discourse Studies, Vol. 8, No. 6, 771-796 (2006)
DOI: 10.1177/1461445606069329
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