促销文化对机构语言的‘殖民化’影响——中国高校招生简章之个案分析

The Colonization of Institutional Discourse by Promotional Culture--A Case Study of Chinese University's Prospectus

在当今语言学界"语言与社会变化"这一主题正逐渐引起越来越多的学者的关注。本文采用批评话语研究方法,以中国高校招生简章为例,分析了过去二十年促销文化对高校这一机构语言的渗透影响。本文首先阐释了什么是‘促销文化’,然后初步概述了批评话语分析的核心内容。最后运用批评比较方法对北京大学招生简章进行了实例分析。

Discourse and social change' is a theme that is attracting growing interest in contemporarylinguistic field. Adopting a critical approach, the paper sets out to explore far-reaching influence ofpromotional culture on the discourse of higher education in Chinese society over the past twodecades with particular reference to Chinese universities' prospectuses. Following a brief'introduction is the explanation of the concept of promotional culture. Then a preliminarydescription of critical discourse analysis is given. Finally, a case study focusing on BeijingUniversity's prospectuses is presented.