Property transaction report: News, advertisement or a new genre?

Kenneth C C KONG*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    12 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)771-796
    Number of pages26
    JournalDiscourse Studies
    Issue number6
    Publication statusPublished - Dec 2006

    Scopus Subject Areas

    • Social Psychology
    • Communication
    • Language and Linguistics
    • Anthropology
    • Linguistics and Language

    User-Defined Keywords

    • Advertisements
    • Hybrid text
    • Intertextuality
    • Mediated discourse
    • News reports


    Dive into the research topics of 'Property transaction report: News, advertisement or a new genre?'. Together they form a unique fingerprint.

    Cite this