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HighBeam Research: Search Results: Article: "Building Knowledge Structures in Teaching Cross-cultural Sales Genres.(writing sales letters in English and Chinese)


Business Communication Quarterly; 12/1/2000; Yunxia, Zhu


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Approaching genres as knowledge structures provides a useful theoretical basis for teaching students to communicate across cultures. The approach is based on the concept of schemata (Rumelhart, 1980; Cook, 1994) and on Swales's (1990) techniques for genre analysis. It is divided into four interrelated teaching stages: background information, communicative purposes, text structure, and the implications of genre comparisons. Among the four stages, teaching the communicative purposes is the most important. This approach has been "