Textual Genre Analysis and Identification - Ambient Intelligence for Scientific Discovery - page 131

meaning, and function; or how they can continue to perceive difference across
texts that pretty much converge in their content, meaning, and function. Lan-
ham [6] has sought to explain the mutual dependence of content-dependent and
-independent methods of close reading by distinguishing two parallel and com-
plementary actions of close reading - looking through text and looking at it.
Looking though text involves reading for content. Looking at text involves read-
ing for the surface signals that bear on how content is distributed in ways that
affect the reading experience itself.
Lanham's two methods are best illustrated on real examples. Contrast, for
example, the two complaint letters in Figs. 1 and 2. Assume for convenience
that a complaint involves language holding another responsible for a negative
situation. The letter in Fig. 1 contains lexical items (e.g., broken, not packaged
properly ) that are related on the surface to negativity, as well as a surface speech
act phrase ( I regret having to make a complaint ) which leaves no doubt that the
addressee, as a representative of the company, is being held responsible.
The letter in Fig. 2 also functions as a letter of complaint. However, it dis-
tributes information quite differently from the first letter. While some surface
language also indicates negativity ( trouble ahead, decrease in sales ), there is less
surface trace of how the addressee is being held responsible for it. The clue that
this letter works as a letter of complaint turns on deeper-rooted cultural knowl-
edge. In American English, the sequence “had the opportunity” can mean a bad
thing (e.g. “had the opportunity to use drugs”). However, in business contexts it
typically means a positive thing. The verb “elected” typically means positive and
authorized deliberation. But when one's electing something in business results
Customer Service:
Your company gives such excellent service that I regret
having to make a complaint. On February 4, however,
I received my order of grass seed, which arrived with
the carton broken and most of the seed gone. The lo-
cal post oce people say the seed was not packaged
properly and was not insured.
Fig. 1. Complaint Letter with Overt Signals of Complaint.
Dear
After reviewing the sales forecast for the next four months, I
can see trouble ahead. Each month our salespeople are fore-
casting a decrease in sales from our budget. When you had the
opportunity to change the budget, you elected to stay with the
one put together by our previous sales manager. The real prob-
lem will be in March. The salespeople have forecast a reduction
from the budget of 190M units, which is less than February,
although March has three more working days
Fig. 2. Complaint Letter with Less Overt Signals.