Developing Owned Media News Articles for Constructing SME Batik’s International Image by Using Genre-based Framework

Abstract

Batik has contributed big value to not only Indonesian national economy but also cultural heritage. SME batik, as a result, needs support to construct its image for international market. This study describes the design and development of owned media news articles in English by using genre-based framework. The framework was chosen as it has been promoted strategic in English for Specific Purposes domain. Move structure by Catenaccio (2008) was used to guide news article design and development. In three-month time frame, this study resulted ten English news articles which were validated by two experts of public relations. The articles were then published on SME batik’s owned media. In addition to providing support for local SME batik, the owned media news articles have simultaneously provided authentic media for practicing English for Specific Purposes especially by employing genre-based framework.