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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 genrePromotional genreGeneric structureKeyword analysis
原始連結:連回原系統網址new window
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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.
期刊論文
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2.Maringe, F.(2006)。University and course choice: Implications for positioning, recruitment and marketing。International Journal of Educational Management,20(6),466-479。  new window
3.Bhatia, Vijay Kumar(1997)。Genre-mixing in academic introductions。English for Specific Purposes,16(3),181-196。  new window
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。  new window
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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。  new window
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。  new window
8.Bunzel, D. L.(2007)。Beyond product's brand management: Universities sell their brands。Journal of Product & Brand Management,16(2),152-153。  new window
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。  new window
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。  new window
11.Fairclough, N.(1993)。Critical discourse analysis and the marketisation of public discourse: The universities。Discourse & Society,4(2),133-168。  new window
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。  new window
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。  new window
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。  new window
15.Hyland, Ken、Tse, Polly(2009)。'The leading journal in its field': evaluation in journal descriptions。Discourse Studies,11(6),703-720。  new window
16.Kwong, J.(2000)。Introduction: Marketisation and privatisation in education。International Journal of Educational Development,20,87-92。  new window
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19.Osman, H.(2006)。An investigation of socio-cognitive strategies in university brochures。ESP Malaysia,12,39-51。  new window
20.Osman, H.(2008)。Re-branding academic institutions with corporate advertising: A genre perspective。Discourse & Communication,2(1),57-77。  new window
21.Schlitz, S.(2010)。Introduction to the special issue: Exploring corpus-informed approaches to writing research。Journal of Writing Research,2(2),91-98。  new window
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。  new window
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。  new window
24.Yang, W. H.(2013)。Two-folded messages behind CFP: A cross disciplinary examination。International Journal of Language Studies,7(2),83-108。  new window
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。  new window
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。  new window
27.Connor, U.、Mauranen, A.(1999)。Linguistic analysis of grant proposals: European union research grants。English for Specific Purposes,18(1),47-62。  new window
28.Mok, K.(2003)。Globalisation and higher education restructuring in Hong Kong Taiwan and Mainland China。Higher Education Research & Development,22(2),117-129。  new window
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。  new window
30.Hyland, Ken(2005)。Stance and Engagement: a Model of Interaction in Academic Discourse。Discourse Studies,7(2),173-192。  new window
會議論文
1.Fairclough, N.(2008)。Global capitalism and change in higher education。the BAAL Annual Conference。London:Scitsiugnil Press。131-140。  new window
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。  new window
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。  new window
圖書
1.Hunston, S.、Thompson, G.(2000)。Evaluation in texts: Authorial stance and the construction of discourse。New York:Oxford University Press。  new window
2.Hyland, K.(2012)。Disciplinary identities: Individuality and community in academic discourse。Cambridge University Press。  new window
3.Martin, J. P.、White, P. P. R.(2005)。The language of evaluation: Appraisal in English。Basingstoke:Palgrave。  new window
4.Scott, M.(2008)。WordSmith Tools。Liverpool:Lexical Analysis Software。  new window
5.Scott, M.、Tribble, C.(2006)。Textual patterns: Keywords and corpus analysis in language education。Amsterdam:John Benjamins。  new window
6.Wernick, A.(1991)。Promotional culture。London:Sage。  new window
7.Featherstone, Mike(1991)。Consumer culture and postmodernism。Sage Publications。  new window
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。  new window
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。  new window
3.Goi, M. T.(2013)。Rebranding and impact toward brand equity,http://www.wbiconpro.com/501-Goi.pdf, 2013/01/29。  new window
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。  new window
2.Bhatia, V. K.(2005)。Generic patterns in promotional discourse。Persuasion across genres: A linguistic approach。Amsterdam:John Benjamins。  new window
3.Bondi, M.(2010)。Perspectives on keywords and keyness: An introduction。Keyness in texts。Amsterdam:John Benjamins。  new window
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。  new window
5.Groom, N.(2010)。Closed-class keywords and corpus-driven discourse analysis。Keyness in texts。Amsterdam:John Benjamins。  new window
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。  new window
7.Rayson, P.(2012)。Corpus analysis of key words。The Encyclopaedia of Applied Linguistics。  new window
 
 
 
 
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