摘要
高校招生简章是高等教育机构的重要话语。在批评语言学家Fairclough的篇际互文性理论框架内,分析五个不同国家名牌高校的招生简章,揭示教育话语如何与商业广告话语相互嵌入融合,构成教育话语的篇际互文性。商业广告话语对教育话语的蚕食和殖民,反映了市场经济在教育领域的霸权地位。在竞争日趋激烈的教育市场,高校必须按照企业的经营模式,通过招生简章宣传和促销教育产品,塑造企业品牌形象。
Prospectus is an important discourse for higher education institutions.In the interdiscursivity theory framework of critical linguist Fairclough,this paper analyzes the enrollment prospectuses of five famous universities in different countries,and reveals how educational discourses can be embedded and integrated with commercial advertising discourses to form the interdiscursivity of educational discourses.The erosion and colonization of educational discourses by commercial advertising discourses reflects the hegemony of market economy in the field of education.In the increasingly competitive education market,colleges and universities have to shape their corporate brand image through the promotion of educational products in accordance with enterprise management pattern.
作者
高兴梅
张桂军
Gao Xingmei;Zhang Guijun(College of Foreign languages,China Pharmaceutical University,Nanjing 211198,China)
出处
《药学教育》
2020年第3期1-6,共6页
Pharmaceutical Education
关键词
招生简章
篇际互文性
企业形象
enrollment prospectus
interdiscursivity
corporate image
