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高校简介是高校建构机构身份的官方声明,是高校借以传达和推销其正面形象,影响社会公众,尤其是特定利益相关者的重要媒介。本文运用批评话语分析的语篇—历史分析法,选取北京大学网站中的高校简介作为个案,对北京大学在简介中建构其机构身份时所采用的话语策略进行分析。分析结果发现,简介主要使用指称/命名策略和述谓策略把北大建构为有悠久、光荣的历史,在学术界尤其是人文社科界有重要影响,以成为世界一流教育机构为目标的高校精英。
An introduction to a university profile is an official statement of the identity of a university institution. It is an important medium for colleges and universities to convey and promote their positive images and influence the public, especially those with special interests. This article uses the discourse analysis of critical discourse analysis - historical analysis, select the University of Peking University website profile as a case study of Peking University in the introduction of its institutional identity in the use of discourse strategy analysis. The results of the analysis show that the introduction mainly uses reference / naming strategies and rhetorical strategies to build Peking University into a long and glorious history, which has an important influence on academia, especially the humanities and social science community. It aims to become a world-class educational institution with its elite .