自媒体时代机构性话语的多模态研究——以高校微信公众号招生类推文为例
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摘要
自媒体时代,以高等教育为代表的机构性话语呈现出多模态话语表征,赋予了机构新的话语策略。以广州地区十所高校的微信公众号招生类推文为语料,发现:宏观上,该类推文根据超文本信息的离散程度可分成"松散型""半松散型""半紧密型"和"紧密型",其中后两种语义关联较强,能在有限的时空内以较小的认知损耗达到较大的传播效果;微观上,"虚拟个性化"这一语言策略和"视角他者化"这一非语言策略,能拉近机构与话语受众的距离,影响受众接受机构产品。因此,以高校为代表的机构话语可以借助上述多模态话语策略构建身份、提升形象和获取话语权。
In the age of social media,institutional discourses like higher education display multimodal characteristics,implying new discursive strategies. Based on the enrollment articles from We Chat official accounts of 10 universities in Guangzhou district,this paper finds that these articles can be divided into four types---"loose","semi-loose","semi-tight"and"tight",according to the information structure of hypertext. The latter two types have stronger semantic relevance and can achieve greater communication effect with less cognitive loss in limited time and space. Microscopically,verbal and non-verbal discursive strategies,e.g."synthetic personalization"and"perspective otherization",can shorten the social distance between the institutions and their addressees. Thus,this paper holds that institutional discourses can take advantage of the aforesaid discursive strategies to build identity,enhance image and gain discursive power.
In the age of social media,institutional discourses like higher education display multimodal characteristics,implying new discursive strategies. Based on the enrollment articles from We Chat official accounts of 10 universities in Guangzhou district,this paper finds that these articles can be divided into four types---"loose","semi-loose","semi-tight"and"tight",according to the information structure of hypertext. The latter two types have stronger semantic relevance and can achieve greater communication effect with less cognitive loss in limited time and space. Microscopically,verbal and non-verbal discursive strategies,e.g."synthetic personalization"and"perspective otherization",can shorten the social distance between the institutions and their addressees. Thus,this paper holds that institutional discourses can take advantage of the aforesaid discursive strategies to build identity,enhance image and gain discursive power.
引文
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[3]Teo P.The marketisation of higher education:A comparative casestudy of two universities in Singapore[J].Critical approaches to discourse analysis across disciplines,2007(1):95-111.
[4]Van Yen Hoang Thi,Rojas-Lizana Sol.Promotional discourse in the websites of two Australian universities:A discourse analytic approach[J].Cogent Education,2015(2).
[5]徐涛.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[J].南开语言学刊,2004(1):134-142,199.
[6]高兴梅.教育话语的篇际互文性研究——从招生简章看教育话语的商品化趋势[J].安徽农业大学学报(社会科学版),2016(1):95-99.
[7]杨丽冬,付艳艳,丁建锋.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[J].黑龙江教育学院学报,2012(9):146-149.
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[16]Zhang Y,K L O’Halloran.The gate of the gateway:A hypermodal approach to university homepages[J].Semiotica,2012(1):87-109.
[17]耿敬北,陈子娟.网络社区多模态话语分析——以QQ群话语为例[J].外语教学,2016(3):35-39.
[18]王俊超,曾利沙.多模态网购商品推介英译的目的:顺应论原则——以淘宝网裙类商品推介英译的实证研究为例[J].上海翻译,2016(1):30-37,93-94.
[19]李良博,李占喜.本地化视域下网络语篇翻译的多维重构——以国内“985高校”网站的英译为例[J].外文研究,2015(4):54-58,106-107.
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[22]唐碧霞.超文本语篇的连贯性缺失[J].外语电化教学,2007(3):28-32.
[23]马克·波斯特.信息方式:后结构主义与社会语境[M].北京:商务印书馆,2000.
[24]黄少华,王慧.网络空间超文本的话语——权力逻辑[J].兰州交通大学学报,2004(1):7-14.
[25]Conklin J.Hypertext:An introduction and survey[J].Computer,1987(20):17-41.
[26]Leiss W,Kline S,Jhally S.Social communication in advertising[M].London:Methuen,1986.
[27]Fairclough N.Language and power[M].London:Longman,1989.
[28]Van Leeuwen T.The visual representation of social actors[A].Discourse and practice:New tools for critical discourse analysis[C].Oxford:Oxford University Press,2008.
[29]Wong Wayne W B.Synthetic personalization of Barack Obama at the2008 US Democratic National Convention:A social semiotic multimodal analysis of a staged political context[J].Visual Communication,2016(4):509-534.
[2]Askehave I.The impact of marketization on higher education genresthe international student prospectus as a case in point[J].Discourse Studies,2007(6):723-742.
[3]Teo P.The marketisation of higher education:A comparative casestudy of two universities in Singapore[J].Critical approaches to discourse analysis across disciplines,2007(1):95-111.
[4]Van Yen Hoang Thi,Rojas-Lizana Sol.Promotional discourse in the websites of two Australian universities:A discourse analytic approach[J].Cogent Education,2015(2).
[5]徐涛.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[J].南开语言学刊,2004(1):134-142,199.
[6]高兴梅.教育话语的篇际互文性研究——从招生简章看教育话语的商品化趋势[J].安徽农业大学学报(社会科学版),2016(1):95-99.
[7]杨丽冬,付艳艳,丁建锋.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[J].黑龙江教育学院学报,2012(9):146-149.
[8]Fairclough N.Critical discourse analysis:The critical study of language[M].Harlow:Longman,2010.
[9]Van Leeuwen T.Typographic meaning[J].Visual communication,2005(2):137-143.
[10]吴婷.外语微课的多模态话语符际间性研究——以两则微课大赛视频为例[J].外语教学理论与实践,2017(1):72-77.
[11]冯德正,张德禄.Kay O’Halloran.多模态语篇分析的进展与前沿[J].当代语言学,2014(1):88-99,126.
[12]李战子.话语分析与新媒体研究[J].当代修辞学,2016(4):46-55.
[13]罗伯特·洛根.理解新媒介[M].上海:复旦大学出版社,2012.
[14]Lemke J.Travels in hyper modality[J].Visual Communication,2002(3):299-325.
[15]Knox J.Multimodal discourse on online newspaper homepages[J].U-niversity of Sydney,2009.
[16]Zhang Y,K L O’Halloran.The gate of the gateway:A hypermodal approach to university homepages[J].Semiotica,2012(1):87-109.
[17]耿敬北,陈子娟.网络社区多模态话语分析——以QQ群话语为例[J].外语教学,2016(3):35-39.
[18]王俊超,曾利沙.多模态网购商品推介英译的目的:顺应论原则——以淘宝网裙类商品推介英译的实证研究为例[J].上海翻译,2016(1):30-37,93-94.
[19]李良博,李占喜.本地化视域下网络语篇翻译的多维重构——以国内“985高校”网站的英译为例[J].外文研究,2015(4):54-58,106-107.
[20]Forceville C,E Urios-Aparisi.Multimodal metaphor[M].Berlin:Mouton de Gruyter,2009.
[21]Nelson T.A file structure for the complex,the changing and the indeterminate[M].ACM:20th National conference,1965.
[22]唐碧霞.超文本语篇的连贯性缺失[J].外语电化教学,2007(3):28-32.
[23]马克·波斯特.信息方式:后结构主义与社会语境[M].北京:商务印书馆,2000.
[24]黄少华,王慧.网络空间超文本的话语——权力逻辑[J].兰州交通大学学报,2004(1):7-14.
[25]Conklin J.Hypertext:An introduction and survey[J].Computer,1987(20):17-41.
[26]Leiss W,Kline S,Jhally S.Social communication in advertising[M].London:Methuen,1986.
[27]Fairclough N.Language and power[M].London:Longman,1989.
[28]Van Leeuwen T.The visual representation of social actors[A].Discourse and practice:New tools for critical discourse analysis[C].Oxford:Oxford University Press,2008.
[29]Wong Wayne W B.Synthetic personalization of Barack Obama at the2008 US Democratic National Convention:A social semiotic multimodal analysis of a staged political context[J].Visual Communication,2016(4):509-534.