新新媒体时代高校官微“话语交响乐”

“Discursive Symphony”: Microblogging in Higher Education in the Era of New New Media

以Web 2.0为代表的互联网技术创新带来了社会机构新的网络交际范式,同时对基于面对面交际的传统语言学研究带来挑战。作为当今中国最具影响力的新新媒体平台之一,微博正日益成为高等教育机构建构新的机构身份和社会关系的重要手段。通过对中国985高校官微话语实践的双重文本分析,即语言分析和语篇互类性分析,本文将批评话语分析与数字媒体话语相结合,探讨高等教育机构如何创新使用传统体裁资源,带来多样异质的机构网路话语实践。

The digital revolution as represented by Web 2.0 has ushered in brand new forms of online communication of social institutions, posing a major challenge to traditional studies in linguistics that focus on face-to-face communication. Weibo, one of China’s most dominant online sources of information as well as one of the leading social media platforms, is assuming increasingly critical importance in enacting online institutional identity of higher education and social relations within the institutional community. Following the official Weibo accounts of China’s Project 985 universities, the current study combines Critical Discourse Analysis with digital media discourse and conducts a dual analysis of institutional digital communication, involving both linguistic analysis and interdiscursive analysis, with a view to exploring how the official microblogs of Chinese higher education traverse across traditional genres, giving rise to the hybrid and heteroglossic nature of institutional discourse.