英语语言学视角下中美高校网站英文简介的体裁对比分析

本文是一篇英语论文，本文主要运用 Swales 的 CARS 模型和 Bhatia 的 seven-move 模型分别对中国大学的英文版简介和美国大学简介进行分析,根据语义和语言标记来鉴别语篇中的语步或步骤。

CHAPTER I INTRODUCTION

1.1 Background of the Research
With the development of “one belt, one road" and globalization, the exchanges between our country and the world are unprecedentedly expanding. As one of the most widely used media, Internet has been permeating into various fields, including not only the field of business and commerce, but also the field of education. In the new era of higher education internationalization, international exchange has become the focus of colleges and universities. Besides the first-class disciplines, faculties and first-rate management, Chinese university website introductions also play a decisive role in international communications. Therefore, many universities take advantage of the websites to show their special advantages and promote their international image. So how to present a successful online university introduction for Chinese universities is vitally important.
The university website introduction, as a specialized discourses, aims to publicize universities popularity and improve reputation of universities. Therefore, university website introductions have their main communicative purposes and genre structures. Previous studies on university introductions have been conducted mostly from the aspects of translation. Very few studies have been carried out from the perspective of genre analysis. Chinese and American university introductions on websites have their predominant communicative purposes and generic structures. Both the Chinese and American university introductions share the same communicative purposes, i.e. to advertise the university, attract scholars and students, facilitate academic exchange, improve university visibility and raise the university image. Therefore, these two kinds of university introductions belong to the same genre type.
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1.2 Significance and Purpose of the Research
University introductions on the websites provide a relatively simple and convenient channel for viewers to get a rapid understanding of the general situation of universities by briefly presenting the basic and unique information.
As one type of specialized discourse, university introduction is an effective approach to publicize university popularity and enhance university influence. Chinese and American university introductions on websites have their predominant communicative purposes and rhetorical structures in terms of generic features. There are similar communicative purposes so they can be referred to the same genre. More importantly, the similarities and differences between them in terms of genre structure remain to be studied. As for improving and strengthening the quality of the English version of Chinese university introductions on websites and to make them meet international standards, it is necessary to carry out a contrastive analysis of Chinese and American introductions. Therefore, their respective features will be analyzed and some suggestions related to writing the English version of the Chinese university introduction will be discussed.
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CHAPTER II LITERATURE REVIEW

2.1 Definition of Key Terms
2.1.1 Genre
Genre theory has achieved preliminary development in the 1950s. Some researchers have attached much attention to it and explained it from different perspectives, for example:
Martin (1985) made the statement that:
Genres are a series of specific methods or ways by which language can be utilized to achieve the discoursive purposes and accomplish things. These things include many different discoursive practice and textual forms such as literary and multi—literary modes: poetry, narrative texts, speeches, forums, advertisement, handbooks and so on. In this case, the term genre is employed to cover every linguistically constructive activity that constitutes the language and culture.（p.30-34）
Based on Swales (1990), a genre includes a series of communicative activities and discourse, the members of which have some similar communicative purposes. These purposes are realized by the professional members in the common discourse community, and thereby form the predominant principles of the genre. This principle constitutes the schematic structure of the discourse and produces influences and restricts usage of content and style. Realizing communicative purpose is a superior criterion for genre text. In this way, keeping generic range is confined to the concentration on comparative rhetorical activity.
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2.2 Previous Studies on Genre Analysis
During the past twenty years, perse theories and research schools related with genre analysis have achieved great development. Many scholars have proposed various theoretical knowledge and pedagogical perspectives, as one of pioneers, Hyon (1996) works out three main schools: North American New Rhetorical Studies, asdemonstrated in the works of Miller (1984, 1994), Bazerman (1994) and Berkenkotter and Huckin (1995); Sydney School developed by Martin, Hasan (1989) and Martin (1993) and English for Specific Purposes (ESP) analysis (Swales, 1990; Bhatia, 1991, 1993).
1) New Rhetoric School
The New Rhetoric School, as mentioned by Hyon (1996), is one kind of critical linguistic approach. Many researchers considered it too deterministic and simplistic and not attaching enough importance to context. So, Hyon (1996) illustrated that the New Rhetoric pays more attention to situational context than linguistic features and that it stresses social goals and the actions produced by these interpersonal goals within specific situations. Therefore, as J. Flowerdew and A. Wan (2010) prove it, an important result of this attention on action is that genre analysis research methods should be concerned about ethnography rather than linguistics; it needs to emphasize the cognitive habits, attitudes, ideas, values and behavior pattern.
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CHAPTER III RESEARCH METHODOLOGY ...................... 19
3.1 Research Questions ..................... 19
3.2 Research Methods and Data Collection ...................... 19
CHAPTER Ⅳ RESULTS AND DISCUSSION ..................... 27
4.1 Communicative Purposes of University Introductions as a Genre ................. 27
4.2 Move Structure Analysis of both EVCUIs and AUIs ................. 28
CHAPTER V CONCLUSION .......................... 49
5.1 Major Findings of the Study ........................... 49
5.2 Implications of the Study .................................. 50

CHAPTER Ⅳ RESULTS AND DISCUSSION

4.1 Communicative Purposes of University Introductions as a Genre
Most university introductions have some common communicative purposes. The author categorizes those communicative purposes into three single words: 1.Appreciation; 2.Attraction; 3.Reputation. These three words show three progressives phases of goals.
Firstly, the potential readers or searchers of the university online page are expected to appreciate the university by its introduction. In order to obtain the appreciation, some methods or strategies may be applied. The majority of university introductions often mention the superior status, the brilliant history, the comprehensive strength, the complete infrastructure and facilities, the gorgeous environment
of the university. Therefore, these announcements will leave a good impression on the target viewers. These future students, their parents or researchers may give positive evaluation for this university and are desired for the university.
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CHAPTER V CONCLUSION

5.1 Major Findings of the Study

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