Annual reports: the evolution of a genre: A case study of Novozymes and DONG Energy
Translated title
Annual reports: The evolution of a genre
Author
Bækgaard Nielsen, Kenneth
Term
4. term
Publication year
2012
Pages
51
Abstract
Dette speciale undersøger, hvordan årsrapporten som genre har ændret sig mellem 2002 og 2011. Med afsæt i genreteori defineres, hvad en genre er, og hvordan genrer udvikler sig og påvirker hinanden i klynger af beslægtede teksttyper (ofte kaldet genrekolonier), som former de fælles konventioner. Undersøgelsen analyserer både sprog og struktur – leksiko-grammatiske træk (ordvalg og grammatik) og tekstlig organisering (hvordan indholdet er opbygget) – og inddrager den sociale kontekst, som årsrapporter indgår i. I den kontekst fremhæves en grøn profil, socialt ansvar og miljøbeskyttelse som vigtige forventninger til årsrapporter i 2011. Projektet er et dansk casestudie, der sammenligner årsrapporter fra Novozymes og DONG Energy i 2002 og 2011 for at afdække, hvad der kendetegnede genren i 2002 for disse virksomheder, og hvordan dette havde ændret sig i 2011. Resultaterne peger på, at årsrapportgenren har udviklet sig i løbet af de ni år.
This thesis examines how the annual report, as a genre, changed between 2002 and 2011. Using genre theory, it explains what a genre is and how genres evolve and influence one another in clusters of related text types (often called genre colonies), which shape shared conventions. The study analyzes both language and structure—lexico-grammatical features (word choice and grammar) and textual organization (how content is arranged)—and considers the social context in which annual reports are produced. In that context, having a green profile, demonstrating social responsibility, and protecting the environment are highlighted as important expectations for annual reports in 2011. The research takes the form of a Danish case study comparing annual reports from Novozymes and DONG Energy in 2002 and 2011 to identify what characterized the genre in 2002 for these companies and how it changed by 2011. The findings support the argument that the annual report genre evolved over this nine-year period.
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