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, diverse 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,  as demonstrated 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

reference(omitted)