Natasha Artemeva is Associate Professor in the School of Linguistics and Language Studies, Carleton University, Canada. She co-organized (with G. Smart and J. Sheyholislami) the international conference on genre studies “Genre 2012: Rethinking Genre 20 Years Later” held at Carleton University. She co-edited (with A. Freedman) Rhetorical Genre Studies and Beyond (2006, Inkshed Publications) and (with D. Starke-Meyerring, A. Paré, M. Horne, and L. Yousoubova) Writing in Knowledge Societies (2011, Parlor Press). Her research interests lie in the areas of genre studies, theories of learning, and social theories of practice. Aviva Freedman is Professor Emeritus in the School of Linguistics and Language Studies, Carleton University. Her scholarly career has been marked by an abiding interest in written language – its acquisition, development, and facilitation. In the late 80s, she seized on Miller’s discussion of language as social action in response to Schutz’s notion of socially constructed typified situations. Rhetorical Genre Studies consequently provided the context for her subsequent research and scholarship, which have issued in books, collections, essays, and research articles.