体裁分析方法在英文科技期刊网站自我评介语篇中的应用

A genre-based study on the self-appraisal and promotion strategies of English scientific journal websites

【目的】以入选"中国科技期刊登峰行动计划"和2017年SCI新收录的中国英文科技期刊为例,探讨科技期刊网站使用的语篇自我评介策略。【方法】在语料库工具辅助下运用体裁分析方法,对抽样期刊的网站自我评介文本中出现的功能语步进行标注,并就功能语步的使用频率进行统计。【结果】抽样期刊已整体具备了较强的期刊品牌推介意识。自我评介语篇中信息维度上的推介策略使用较多,而关系维度上的推介策略使用较少;期刊概念化形象建构较多,而特色话语建构较少。【结论】在英文科技期刊的数字化推广中,应重视刊物自我评介体裁的构成要素,丰富内容维度,关注用户需求,提升内容质量,构建具有高辨识度的期刊品牌形象。

[Purposes]This paper aims to explore the online self-appraisal and promotion strategies of the intemational scientific journals published in China with the sampling journals from the China Scientific Journal Dengfeng Action Plan and the newly SCI-indexed scientific journals published in the mainland of China in 2017.[Methods]A genre-based analysis had been conducted to code and annotate the functional moves employed in the online self-appraisal and promotion discourses.[Findings]It is found that the sampling scientific journals are highly aware of the importance to promote their brand image.Informational strategies are used more frequently than relational strategies,and abstract identity construction is preferred to concrete discursive devices. [Conclusions]To construct a vibrant brand image of high-level international scientific journals,more emphasis should be placed on the journal description genre,the organization and diverse dimensions of the journal promotion discourse as well as audience's needs.