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題名：
'Why Choose Us?' Texts in University Websites: A Genre Analysis
書刊名：
Taiwan International ESP Journal
作者：
Yang, Wenhsien
出版日期：
2013
卷期：
5:1
頁次：
頁45-80
主題關鍵詞：
Academic genre
；
Promotional genre
；
Generic structure
；
Keyword analysis
原始連結：
連回原系統網址
相關次數：
被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:0
共同引用:0
點閱:50
The impact of globalisation has caused some huge transformations for higher education institutions. One is the need to publicise themselves much as businesses perform marketisation. Accordingly, a set of academic promotional genres has emerged to respond to these changes. This corpus-driven study attempts to analyse the ‘Why choose us?’ section, embedded with a promotional purpose, in 40 university websites. The aim is to examine how the text is structured and what lexico-grammatical features are employed to realise its communicative functions. Both a textual and a keyword analysis were conducted. A six-move structure in a conventional ‘Why choose us?’ text was identified. Both the overused and underused keywords generated from the corpus were shown to mirror the nature of the promotional language in the texts. In addition, the opinions of potential readers (through questionnaires) were examined to assess the possible impact of the marketing tools that universities use. Different viewers showed divergent reading focuses on the text. Implications and suggestions are provided.
以文找文
期刊論文
1.
Hemsley-Brown, J.、Oplatka, I.(2006)。Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing。International Journal of Public Sector Management，19(4)，316-338。
2.
Maringe, F.(2006)。University and course choice: Implications for positioning, recruitment and marketing。International Journal of Educational Management，20(6)，466-479。
3.
Bhatia, Vijay Kumar(1997)。Genre-mixing in academic introductions。English for Specific Purposes，16(3)，181-196。
4.
Askehave, I.(2007)。The impact of marketisation on higher education genres: The international students prospectus as a case in point。Discourse Studies，9(6)，723-742。
5.
Askehave, I.、Swales, J.(2001)。Genre identification and communicative purposes: A problem and a possible solution。Applied Linguistics，22(2)，195-212。
6.
Baron, A.、Rayson, P.、Archer, D.(2009)。Word frequency and key word statistics in historical corpus linguistics。International Journal of English Studies，20(1)，41-67。
7.
Bloch, J.(2010)。A concordance-based study of the use of reporting verbs as rhetorical devices in academic papers。Journal of Writing Research，2(2)，219-244。
8.
Bunzel, D. L.(2007)。Beyond product's brand management: Universities sell their brands。Journal of Product & Brand Management，16(2)，152-153。
9.
Cronin, B.、La Barre, K.(2005)。Patterns of puffery: An analysis of non-fiction blurbs。Journal of Librarianship and Information Science，37(1)，17-24。
10.
Ding, H.(2007)。Genre analysis of personal statement: Analysis of moves in application essays to medical and dental schools。English for Specific Purposes，26(3)，41-62。
11.
Fairclough, N.(1993)。Critical discourse analysis and the marketisation of public discourse: The universities。Discourse & Society，4(2)，133-168。
12.
Graham, C.(2013)。Discourse of widening participation in the prospectus documents and websites of six English higher education institutions。British Journal of Sociology Education，34(1)，76-93。
13.
Gray, B. J.、Fam, K. S.、Llanes, V. A.(2003)。Cross cultural values and the positioning of international education brands。Journal of Product & Brand Management，12(2)，108-119。
14.
Hüttner, J.(2010)。The potential of purpose-built corpora in the analysis of student academic writing in English。Journal of Writing Research，2(2)，197-218。
15.
Hyland, Ken、Tse, Polly(2009)。'The leading journal in its field': evaluation in journal descriptions。Discourse Studies，11(6)，703-720。
16.
Kwong, J.(2000)。Introduction: Marketisation and privatisation in education。International Journal of Educational Development，20，87-92。
17.
Naude, P.、Ivy, J.(1999)。The marketing strategies of universities in the United Kingdom。The International Journal of Educational Management，13(3)，126-134。
18.
Ooi, T.C.、Ho, W. L.、Amri, S.(2010)。Education websites and their benefits to potential international students: a case study of higher education service providers in Malaysia。Current Issues in Education，13(1)。
19.
Osman, H.(2006)。An investigation of socio-cognitive strategies in university brochures。ESP Malaysia，12，39-51。
20.
Osman, H.(2008)。Re-branding academic institutions with corporate advertising: A genre perspective。Discourse & Communication，2(1)，57-77。
21.
Schlitz, S.(2010)。Introduction to the special issue: Exploring corpus-informed approaches to writing research。Journal of Writing Research，2(2)，91-98。
22.
Teo, P.(2007)。The marketisation of higher education: A comparative case-study of two universities in Singapore。Critical Approaches to Discourse Analysis across Disciplines，1(1)，95-111。
23.
Upton, T.、Connor, U.(2001)。Using computerized corpus analysis to investigate the text linguistic discourse moves of a genre。English for Specific Purposes，20(4)，313-329。
24.
Yang, W. H.(2013)。Two-folded messages behind CFP: A cross disciplinary examination。International Journal of Language Studies，7(2)，83-108。
25.
Xiong, T.(2012)。Discourse and marketisation of higher education in China: The genre of advertisements for academic posts。Discourse & Society，23(3)，318-337。
26.
Yang, W. H.(2011)。Enhancing authenticity in composing informative and promotional texts by analysing key words in a genre-based writing course。Journal of English Study，6，141-161。
27.
Connor, U.、Mauranen, A.(1999)。Linguistic analysis of grant proposals: European union research grants。English for Specific Purposes，18(1)，47-62。
28.
Mok, K.(2003)。Globalisation and higher education restructuring in Hong Kong Taiwan and Mainland China。Higher Education Research & Development，22(2)，117-129。
29.
Henry, A.、Roseberry, R.(2001)。A narrow-angled corpus analysis of moves and strategies of the genre: ‘Letter of Application’。English for Specific Purposes，20(2)，153-167。
30.
Hyland, Ken(2005)。Stance and Engagement: a Model of Interaction in Academic Discourse。Discourse Studies，7(2)，173-192。
會議論文
1.
Fairclough, N.(2008)。Global capitalism and change in higher education。the BAAL Annual Conference。London：Scitsiugnil Press。131-140。
2.
Yang, W. H.(2013)。Keyness in academic textbook blurbs: Lexical variations across disciplines。2012 Proceedings of English Learning and Teaching。Pingtung, Taiwan：National Pingtung University of Science and Technology。63-72。
學位論文
1.
Ivy, J. P.(2002)。University image: the role of marketing in MBA student recruitment in state subsidised universities in the Republic of South Africa(博士論文)。University of Leicester，Leicester。
圖書
1.
Hunston, S.、Thompson, G.(2000)。Evaluation in texts: Authorial stance and the construction of discourse。New York：Oxford University Press。
2.
Hyland, K.(2012)。Disciplinary identities: Individuality and community in academic discourse。Cambridge University Press。
3.
Martin, J. P.、White, P. P. R.(2005)。The language of evaluation: Appraisal in English。Basingstoke：Palgrave。
4.
Scott, M.(2008)。WordSmith Tools。Liverpool：Lexical Analysis Software。
5.
Scott, M.、Tribble, C.(2006)。Textual patterns: Keywords and corpus analysis in language education。Amsterdam：John Benjamins。
6.
Wernick, A.(1991)。Promotional culture。London：Sage。
7.
Featherstone, Mike(1991)。Consumer culture and postmodernism。Sage Publications。
其他
1.
Caiazzo, L.(2009)。The hybridisation of academic discourse: The ‘About us’ section of British and Indian university websites，http://www.genresonthemove2009.unina.it/abstracts/Caiazzo%20Luisa.pdf， 2013/01/29。
2.
Caiazzo,L.(2013)。The language of quality assessments of British and Indian university websites，http://host.uniroma3.it/eventi/AIA2009/abstract/lingua/Caiazzo_abstract_AIA09.doc， 2013/01/29。
3.
Goi, M. T.(2013)。Rebranding and impact toward brand equity，http://www.wbiconpro.com/501-Goi.pdf， 2013/01/29。
圖書論文
1.
Archer, D.(2009)。Does frequency really matter?。What’s in wordlist? Investigating word frequency and keyword extraction。Surrey, UK：Ashgate。
2.
Bhatia, V. K.(2005)。Generic patterns in promotional discourse。Persuasion across genres: A linguistic approach。Amsterdam：John Benjamins。
3.
Bondi, M.(2010)。Perspectives on keywords and keyness: An introduction。Keyness in texts。Amsterdam：John Benjamins。
4.
Groom, N.(2009)。Phraseology and epistemology in academic book reviews: A corpus-driven analysis of two humanities disciplines。Academic evaluation: Review genres in university settings。London：Palgrave Macmillan。
5.
Groom, N.(2010)。Closed-class keywords and corpus-driven discourse analysis。Keyness in texts。Amsterdam：John Benjamins。
6.
Ishikawa, S.(2011)。A new horizon of learner corpus study: The aim of the ICNALE project。Corpora and language technologies in teaching, learning and research。Glasgow, UK：University of Strathclyde Press。
7.
Rayson, P.(2012)。Corpus analysis of key words。The Encyclopaedia of Applied Linguistics。
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2.
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Students' Acceptance and Perspectives of PowerPoint Presentations as Learning Tools in the Iranian English for Academic Purposes (EAP) Context
11.
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