Successful Indonesian startups’ product blogs: A digital genre analysis and its pedagogical implications

Blogs can be deemed as an alternative digital media which have been strategically employed for business communication. One of the realizations is product blogs. As startups, are identically linked to media, skyrocketing in number, blogs play integral role accommodate their In writing article blogs, startups often open internship vacancy for, among others, polytechnic students majoring English However, generic structure a blog quite different from academic essays. There need equip with adequate skills before they embark on internship. This study aims at empirically delving into successful Indonesian startups’ To achieve aim, this research corpus-based methodology. were 33.430 tokens two unicorn startups. The framework analysis was adapted Askehave and Nielsen (2005). findings show that there three moves corpus, namely contextualizing product, detailing soliciting response. Each move consisted steps categorized reading mode navigating mode. lead pedagogical implications—inculcating communication—as attempt link match between vocational pedagogy industry requirements.