This volume explores discourse genres in Web-mediated communication, and in particular it deals with genre change and evolution under the pressure of technological renewal and the availability of new affordances, focusing on a variety of discursive practices including those that emerge from Web 2.0 platforms.

Contents: Sandra Campagna/Giuliana Garzone/Cornelia Ilie/Elizabeth Rowley-Jolivet: Introduction – Paola Catenaccio: A Genre-Theory Approach to the Website: Some Preliminary Considerations – Alessandra Vicentini: Institutional Healthcare E-Brochures and Multilingualism Issues in the Recent Immigration Era in Italy (2007-2010) – Bettina Mottura: The Chinese Government Exploring Genres for Web-mediated Communication – Chiara Degano: Argumentative Genres on the Web: The Case of Two NGOs’ Campaigns – Elizabeth Rowley-Jolivet: Open Science and the Re-purposing of Genre: An Analysis of Web-mediated Laboratory Protocols – Maristella Gatto: Centrifugal and Centripetal Forces in Web 2.0 Genres. The Case of Wikipedia – Enrico Grazzi: The Web as a Participatory Environment: Social Networks and ‘Memes’ from a Teacher’s Perspective – Elisa Corino/Cristina Onesti: Agreement and Disagreement in Newsgroup Interaction – Giuliana Garzone: Where Do Web Genres Come from? The Case of Blogs – Sandra Campagna: Antagonizing the Editor: Speech-styles Variation in The Economist Reader Comments – Magorzata Sokół: Metadiscourse and the Construction of the Author’s Voices in the Blogosphere: Academic Weblogs as a Form of Self-promotion – Giorgia Riboni: Twittering Away: Whole Foods Market and Conversational Marketing in 140 Characters – Maria Cristina Paganoni: Online Branding from Hybrid Ads to Corporate Twittering.