Journal of Business and Technical Communication Apr 1994

Recontextualizing Writing: Roles of Written Texts in Multiple Media Communications

GEOFFREY A. CROSS

Abstract

What roles does writing play in larger communications also involving physically discrete but related texts of other media? How may the properties of what we normally consider writing be modified in such communications? The intermedial context of much workplace writing has been largely overlooked. This study of an insurance company's communication department describes how (a) three written products served as parts of larger messages in multiple media campaigns, (b) an attempt to combine composing processes for print and video failed, and (c) conflicting generic and stylistic properties of other media caused an intermedial graft to fail. The author's study shows that in the right circumstances, a multiple media “overtext” can override some of the rules that govern what and how one communicates in an individual medium. When a written text is involved, its nature may change as it forms symbiotic relationships with texts of other media.

Journal
Journal of Business and Technical Communication
Published
1994-04-01
DOI
10.1177/1050651994008002003
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Topics
professional writing
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Citation Context

Cited by in this index (2)

  1. Mogull (2014)
    Integrating Online Informative Videos into Technical Communication Service Courses
    IEEE Transactions on Professional Communication
  2. Cross (2009)
    Presenting Consumer Technology with Pop: A Rhetorical and Ethnographic Explorat…
    Journal of Technical Writing and Communication

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CrossRef global citation count: 2 View in citation network → Build reading path →

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