TY - JOUR T1 - Mode, Medium, and Genre: A Case Study of Decisions in New-Media Design JF - Journal of Business & Technical Communication Y1 - 2008 A1 - Graham, S. Scott A1 - Whalen, Brandon KW - case study KW - e-genre KW - genre KW - hybrid KW - medium KW - mode KW - new media KW - web design AB - Recently, scholars of new media have been exploring the relationshipsbetween genre theory and new media. While these scholars have provided a great deal of insight into the nature of e-genres and how they function in professional contexts, few address the relationship between genre and newmedia theories from a designer’s perspective. This article presents the results of an ethnographic-style case study exploring the practice of a professional new-media designer. These results (a) confirm the role of dynamic rhetorical situations and hybridity during the new-media design process; (b) suggest that current genre and new-media theories underestimate the complexity of the relationships between mode, medium, genre, and rhetorical exigencies; and (c) indicate that a previously unrecognized form of hybridity exists in contemporary e-genres. VL - 22 SP - 65–91 N1 - + pdf ER -