2.5.4 Function of orientation Bhatia distinguishes between three forms of functional orientation, which the analyst can choose to employ when doing a genre analysis; and the choice which will ultimately depend upon the motivating purpose for conducting the analysis . The three forms are: Linguistics and genre analysis Sociology and analysis Psychology and genre analysis 2.5.4.1 Linguistics and analysis The linguistics and analysis is predominantly oriented towards emphasizing the linguistic features of a text which may be regarded as a register or stylistic analysis . Bhatia states that: “the analysts in most of these studies have generally been quite excited about an above-average incidence or even a lack of certain linguistic features, be they lexical, grammatical or even discoursal/rhetorical, in the texts under study” . Such an analysis can associate language features with specific types of writing or styles; however it does not distinguish a register from a genre and this can according to Bhatia contribute to misinterpret the communicative purpose of the text . 2.5.4.2 Sociology and genre analysis This approach is focusing on the sociological aspect of the text, and this makes it possible for the analyst to: “[…] understand how a particular genre defines, organizes and finally communicates social reality” . This type of analysis does not see the text as processing meaning on its own, the analyst has to connect it into the context of “[…] social roles, group purposes, professional and organizational preferences, and prerequisites, and even cultural constraints” . Furthermore, the sociological approach focuses on the typical conventional features which makes up a genre; and usually offers an answer to why members of a certain speech community write the way they do .
I have not been able to find any signs in the section which could indicate the use of the sixth move structure. It may be argued that the usage of pressure tactics move structure has been excluded as it is not applicable to the genre in which the CSR and Sustainability report belongs (appendix 3). Furthermore, it may also be said that the ulterior motive which forms the basis of the report is to present and portray the company in the best possible way. Therefore, the report arguably attempts to make McDonalds appear as a socially responsible company by emphasizing on its involvement in CSR initiatives and the supposedly common focus to decrease the obesity epidemic. Therefore, the usage of the sixth move would perhaps have come across as offensive and inappropriate, and is, according to Bhatia, also more common to find within the advertising genre . Lastly, the seventh move which is the ending of the text can arguably be found on page 33, even though this is not the final conclusion to the report. It says at the bottom of the page “Good Food – Where we’re going” . This is arguably very comparable to the opening of the section which as mentioned in the first move structure is “Good Food – What we’re building on” . It may be argued that with this move structure it provides the section with coherence, as it ends the section the same way it opened it. It may also be added that by ending the section with the abovementioned statement, it also indicates and admits that this is a working progress and it can always do better. The latter can again also show signs of its “willingness to be held accountable for the quality of and long-term safety of [its] products” . Summing up, the Food section of the McDonalds CSR and Sustainability Report 2012-13 does contain elements which indicate the usage of the seven step move structures apart from the sixth step, and as argued this is possibly due to the overall communicative purpose and message of the report which is to provide information to its stakeholders in a way that will spur its trustworthiness and ultimate contribute to enhance brand value. As argued in section 2.2.2.1 Bhatia states that the can appear in a different order than they are presented; and this also seems to be evident in my findings of the appearing move structures. Indications of the second move seem to appear throughout the section with the focus of its food; however this is, arguably, expectable as its initiatives are based upon its products and matter of
5.2.5.1 Level 2 – the textualization level The second of step 6 of the genre analysis is as mentioned the text-pattering level of linguistic analysis which can refer to the writer’s choice of words- and language use and attempts to clarify why he/she has chosen to use this. The “Food” section of the report is dominated by a usage of future-focused language use. This can be substantiated by Bhatia who states that business reports often contain a number of statements . In the report, the future-time references can be seen in sentences where the tense marker will is combined with a verb , and this can be detected throughout the report, as seen in the following table. Page Future 19 “Salad, fruit or vegetable option will vary per participating market” 19 “McDonald’s will phase out the listing of soda on Happy Meal section of the menu board” 19 “Soda will be available as a beverage option, but it will not be listed on the Meal section of the menu board” 19 “McDonald’s will retain an independent, reputable third-party organization […]” 24 “[…] 100 % of advertising directed to children will include a fun nutrition or message […]” 27 “The food we promote to children under the age of 12 will fit within a child’s nutritional needs and will include a fruit, vegetable and/or low/reduced –fat dairy side, where available” 27 “We will feauture […], “We will not advertise soda to children […)”