blog; university websites; knowledge transmission; knowledge construction

The study strives to explore the communication strategies dominating the sub-genres of blogs and find out if they contribute prevailingly to the transmission of directed knowledge, spreading fresh research findings to wider audiences, or if they are more likely to inspire the construction or co-construction of knowledge, inviting the readers to be or feel part of the process. The corpus design is shaped by the hypothesis that the variety of blogs selected might spread along the scale between the knowledge transmission and knowledge construction oriented texts, and thus inform about the variability of knowledge communication university related blogs contribute to. The analysis then aims to reveal how the strategies translates themselves in the language used, i.e. how they are textualized in lexico-grammatical choices and the generic structure of the posts and the blog as a whole, providing an insight into the ways this novel web genre helps to broaden the opportunities of unlocking the research process and how it enriches the growingly intricate landscape of university presentations on the web.