Luis Gutierrez

RWS 1302

Genre Analysis
This genre analysis will study how two different genres approach the research and study

of machine learning applications in data analytics. Machine learning applied to data analytics

deals with ways in which artificial intelligence can be utilized within the field of data science to

better analyze very large amounts of data and be able to create smart predictions on that data.

The first piece titled, Deep Learning Applications and Challenges in Big Data Analytics, written

by Maryam M Najafabadi et al. (2015), is a scholarly article that talks about the key benefits and

disadvantages of applying neural networks and machine learning algorithms to big data

analytics. The second piece is a TED Talk titled, We’re building a dystopia just to make people

click on ads, given by Zeynep Tufekci (2017), and she talks about how companies today use the

massive influxes of data they gather to learn about our behaviors and try to target and manipulate

us by using that information.

Najafabadi structures her scholarly article to inform the reader on the research conducted

on the topic of deep learning applications in data analytics. The paper follows a very structured

yet simple format. The fonts for the article are nothing out of the ordinary, and you are never

surprised by any odd formatting in the paper. Najafabadi divides the paper logically using

headings that correspond to the content and give a quick insight as to what will be talked about.

On the other hand, we have the TED talk on how companies use information gathered to blast

people with relevant advertising. This genre is completely different from the first seeing as it is

in video format. By nature, it is much more intuitive, giving the viewer visual cues and providing

various ways to take in the information given by Tufekci, be it via sounds or images. The

progression of the TED talk is similar to that of Najafabadi’s paper. There is a noticeable
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RWS 1302

progression to both genres. They both build up on previous themes not jumping directly to

unknown content without previously describing crucial parts that will be needed to understand

the next concept. This helps the content in both genres flow and maintain the reader and the

viewer engaged without getting lost.

The genres reviewed seek to get the attention of different audiences. Najafabadi’ s paper

contains vary specialized language. That is the biggest factor that makes this paper stand out.

This highly specialized language is appealing to people with previous knowledge on the

concepts. The audience for which the authors in Najafabadi’ s paper intended to write is a highly

knowledgeable audience. Without any previous knowledge on the paper’s themes and key terms,

the reader will have a hard time understanding any of the concepts. This appeal to a more

specialized audience allows for the paper to stay focused on its key points. This allows the paper

to not veer off too much into explaining every single little detail and allows someone who is

much more knowledgeable to take in the themes of the paper. For someone looking to research

deep into the implications and application of deep learning in big data science, or in any field,

this genre appeals to the scholar by removing any kind of distractions and providing the

information in a clean and concise manner. The genre prioritizes the information rather than

giving importance to the medium through which it is delivered. In contrast, the TED talk follows

a friendlier format that is geared towards a more amateur audience, one that might be seeing the

concepts described for the first time. This format allows for a better understanding of the

concepts. With this genre, more of the audience’s attention is set on what is talked about rather

than trying to imagine or picture the setting of the paper. Again, in contrast to the first piece, the

TED talk has a more laid back, easier to understand format. While some specialized vocabulary

can be found throughout the presentation, the speaker does take the time to go into detail as to
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what exactly she is talking about. This higher level of description and use of much simpler

language throughout, allows for the TED talk to be accessible to a bigger audience.

Both pieces come from reputable sources. The scholarly article first and foremost asserts

credibility by including all the sources for the information in the article cited at the bottom of the

paper. This gives the reader confidence that the paper has acquired the information from

reputable sources and the reader can verify that easily if need be. The first piece is also found

through a reputable source which contains scholarly papers that have been published, meaning

that the information on the papers has been verified before being published. Najafabadi relies on

data to add credibility to what is talked about in her paper. Data from studies and research allow

her to build a strong case for the ideas and concepts in the paper. The TED talk is given by a

reputable scholar, in this case Zeynep Tufekci, a Turkish writer, academic, and techno-

sociologist known for her research on the social implications of emerging technologies in the

context of politics and corporate responsibility. Along her presentation Tufekci cites information

from other sources to make her case stronger and provide more credibility to her claims. Tufekci

talks about her own research and breaks it down to fit the level of understanding from her

audience. Both genres are backed by authors with that have years conducting extensive research

on the matter of machine leaning applied to big data analytics. This makes the audience feel

comfortable in knowing that the information they’re are being given is accurate and of value.

The scholarly paper review does little to appeal to human emotion, at least not as much as

the TED talk does. The format of the paper does very little to appeal to the reader other than to

give a simple and easy to read structure. It’s lack of appeal to the human emotions does not make

the genre of Najafabadi’s paper inferior to the TED talk, it just means that for its intended

audience, this straightforward approach to delivering the information was more efficient. This is
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the opposite from what we find in the TED talk. Being able to see who is talking and hearing the

voice of the author appeals to the viewers’ emotions. There is more of an emotional connection

between the viewer and the author. This genre does a very good job in transmitting the concepts

to the audience by bridging the gap between the author and the audience. The TED talk is a

direct medium for which to transmit the author’s ideas. The audience has the opportunity to put a

face and a voice to the words that contain the information they are learning. Because of the more

amateur audience, this method of engagement is much more efficient and makes the information

conveyed become much more relatable.

Both genres achieve their goal of successfully conveying information to their audience.

The target audiences for the genres are different which means that they must take a different

approach as to how to deliver that information to the audience. The genres have specialized

audiences, the scholarly article seeks to inform and challenge the scholarly community of

creators. There are the men and women who create new knowledge and want to learn more about

these processes to implement into their work or research. The TED talk is a much more

simplified version of that approach. It uses visuals and a more relatable setting to reach a

broader, less knowledgeable audience. Reviewing both genres gives us some insight as to the

kind of information that we can expect to gather from the sources. It gives us an idea of the span

of the audience, how specific it is, and if it can be expanded. This is helpful in letting us the

scope of the content. In the case of machine learning applied to big data analytics we can see just

how specialized and complex the core concepts can become as researchers develop new ideas.

However, we can also see how those concepts and themes can be seen and applied every day. It

is all just a matter of how the information is transmitted to the audience.

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RWS 1302

References
Najafabadi, M. M., Villanustre, F., Khoshgoftaar, T. M., Seliya, N., Wald, R., & Muharemagic,

E. (2015). Deep learning applications and challenges in big data analytics. Journal of Big

Data, 2(1), 1. doi:10.1186/s40537-014-0007-7

Tufekci, Zeynep. (2017, September). We’re building a dystopia just to make people click on

ads [Video f file]. Retrieved from

https://wwe.tedcom/talks/zeynep_tufekci_we_re_building_a_dystopia_just_to_make_pe

ple_click_on_ads#t-220363