摘要
提高吸引力是外宣文本语言策略的核心目标。基于外宣文本语料库,考察中外高校互联网外宣文本的交互性、外向性和多模态性等方面的语言策略,通过这3个指标分析对比中外外宣文本的总体吸引力。研究表明,欧洲高校互联网外宣文本的交互性和多模态性显著高于中国高校,而外向性稍高于中国高校,总体吸引力水平高于中国高校,不过国内个别外国语大学外宣文本的吸引力略高于少数欧洲高校。为提高中国高校外宣语言的吸引力,中国高校互联网外宣文本应实现交互性和多模态性策略,在叙述方式、信息类型和信息结构方面进行改良。
Abstract
This is a corpus-driven study in comparing the language use of website texts of Chinese and European higher educational institutions. To enhance the appeal of outward-oriented text is the primary goal of the language strategy employed in composing websites in both Chinese and European universities. Based on the data obtained from the corpus of outward-oriented text, this paper investigates the language strategies in terms of interactiveness, outwardness and multimediality between internet-based texts of Chinese and European universities. Drawing up the quantitative date from the corpus specially compiled, the overall appeals of the website texts are compared. The findings show that, in terms of three criteria of interactiveness, multimedialty and outwardness, as far as the former two criteria are concerned, European universities are significantly higher than their Chinese counterparts, and the latter criterion also slightly over performs Chinese universities. Overall, the appeal of the European universities is higher, with the exception of some universities of foreign studies in China, which perform slightly better than a few Europeans universities. Based on the findings, we suggest that internet-based outward-oriented texts of Chinese universities shall improve interactiveness and multimodality strategies. In other words, to enhance their attractiveness for overseas audiences thus to boost the development of China’s higher education in global market, it is necessary to embark upon a reform program to improve the language strategy in narration mode, information type and information structure.
关键词
互联网外宣文本 /
吸引力 /
语言策略 /
语料库
Key words
internet-based text /
outward-oriented /
appeal /
language strategy /
corpus
郑剑委.
中外高校外宣文本语言策略对比研究[J]. 语言战略研究. 2019, 4(2): 66-73 https://doi.org/10.19689/j.cnki.cn10-1361/h.20190206
Zheng Jianwei.
A Comparative Analysis of the Language Strategy of Outward-oriented Website Texts Between Chinese and European Universities[J]. Chinese Journal of Language Policy and Planning. 2019, 4(2): 66-73 https://doi.org/10.19689/j.cnki.cn10-1361/h.20190206
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