In an undergraduate biochemistry and molecular biology lab course, students designed their own final assignment to communicate their laboratory work to non-disciplinary audiences. A “meta-assignment” guided them as they proposed the content, form, and process requirements. Students strove to develop unique ideas, and all successfully completed their self-assigned projects. Providing students in this class with the freedom, responsibility, and appropriate scaffolding to build their own projects and learning experiences allowed them to interact with their discipline in new ways and enhanced their abilities to design and plan their work, communicate scientific ideas to nonscientists, and think creatively.

Research problem: The study attempts to study how an empowered Chinese public coped with and interpreted the environmental crisis of the ConocoPhillips oil spill and how ConocoPhillips reacted to the growing influence of social media. Research questions: In what ways did the Chinese public exercise its new power through social media in addressing the ConocoPhillips Oil Spill Incident? How did a multinational company like ConocoPhillips act during the crisis and react to the voices of the public through new media? Literature review: Social media has caused a power shift in China by allowing the ordinary Chinese public who used to be the silent majority to expose scandals and express their opinions about crises with greater freedom. At the same time, pressure is growing on corporations to exercise social responsibility, through responding to economic, legal, ethical, and discretionary expectations that society has. Stakeholder theory indicates that only by meeting the needs and expectations of the individuals and groups who can affect or are affected by the firm's objectives can a firm survive and succeed. In developing countries, corporate social responsibility is characterized by a lack of systematic and institutionalized approach, with stakeholders, such as the public and community, being neglected for a long time. Methodology: Researchers conducted a thematic analysis of 932 microblog and blog entries about the ConocoPhillips Oil Spill Incident in China that were published on leading Chinese social media websites between June 2011 to February 2013. Results and discussion: The study found that the oil spill sparked an uproar of anger and criticism in the Chinese online community. Most posts on microblogs and blogs engaged in finding the causes and laying the blame for the oil spill. The overwhelming majority of the Chinese public attributed the crisis to the faulty laws and inaction on the part of the Chinese government regulators, to ConocoPhillips, and the Chinese joint venture partner China National Offshore Oil Corporation's failure to undertake due responsibilities. In response to mounting online criticisms, ConocoPhillips exhibited little interest in engaging with the Chinese public and showed poor communication in terms of Corporate Social Responsibility (CSR). The study's theoretical contribution lies in combining CSR and Stakeholder theory with Discourse Power theory. Practical implications to multinational corporations seeking long-term business development in the developing country contexts, such as China, are that managers need to engage in responsive listening, actively participate in online conversations, and constantly scan the social media environment to manage its relations with the general public. Particularly, firms experiencing crises can gain the public's emotional support by communicating emotion-laden messages through social media.

This study investigates the genre structure of Chinese call-center discourse based on data collected from the call centers of a telecommunication company in China. Using an integrated theoretical framework informed by approaches to genre from English for specific purposes, systemic functional linguistics, and social perspectives, the study focuses on an analysis of the recurrent situation and social practices, the communicative purposes, the move structure, the exchange structure, and the generic-structure potential of call-center communication. A corpus-based quantitative analysis further reveals the dynamic complexity of interaction at call centers. The study compares Chinese and English call-center interactions in order to illustrate universal language functions as well as institutional and cultural differences in this professional discourse. The findings may have implications for both academics and practitioners in the call-center industry.