Abstract
What roles does writing play in larger communications also involving physically discrete but related texts of other media? How may the properties of what we normally consider writing be modified in such communications? The intermedial context of much workplace writing has been largely overlooked. This study of an insurance company's communication department describes how (a) three written products served as parts of larger messages in multiple media campaigns, (b) an attempt to combine composing processes for print and video failed, and (c) conflicting generic and stylistic properties of other media caused an intermedial graft to fail. The author's study shows that in the right circumstances, a multiple media “overtext” can override some of the rules that govern what and how one communicates in an individual medium. When a written text is involved, its nature may change as it forms symbiotic relationships with texts of other media.
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