批判话语分析视角下的高校留学生招生简介意识形态分析

The Critical Analysis of Ideologies Underlying the College Enrollment Prospectus for Students Abroad

从批判话语分析视角,采用费尔克拉夫(Fairclough)的三维分析模式,对美国大学University of Central Oklahomo的留学生招生简介进行了实例分析,以研究高等教育机构话语特征及揭示其语言背后潜在的意识形态。结果发现:高等教育机构市场化促使大学模仿企业采用类似广告的促销话语进行宣传招生。为此,招生简介使用人称代词构建亲近的人际关系;情态动词构建一所享有威望的优秀大学形象;通过话语混杂力求说服潜在留学生来UCO就读。

From the perspective of critical discourse analysis,this paper analyses the enrollment prospectus of University of Central Oklahomo in the USA,using Fairclough＇s three-dimensional analytical framework.It intends to research on the discursive characteristic of higher educational institution and to unfold the potential ideologies underlying the language.This research shows that the marketization of higher educational institution pushes UCO,like an enterprise,to apply the promotional discourse like an advertisement to recruit students abroad.To this end,the prospectus manages to develop close relationship between UCO and its readers by adopting personal pronouns,to establish a prestigious and outstanding university image,employing modal verbs,to convince students abroad to attend UCO through discourse hybridization.