1、ShanghaiJiaoTongUniversityM.A.Thesis1Chapter1AnIntroduction1.1ThesignificanceoftheresearchMuchprogresshasbeenachievedintheinternationalizationofhighereducationinstitutions(HEIs)inChinasincetheimplementationoftheeconomicr

2、efmpolicyhighereducationrefmsinthecontextofglobalization.Intermsofenrolledfeignstudents2009marksamilestoneintheinternationalizationprocessasthenumberoffeignstudentshitanewrecdhighofmethan2300001accdingtotheMinistryofEduc

3、ation(MOE)a6.57%increasefrom2008.AtpresentthetopthreecountrieswithstudentsstudyinginChinaareKeaAmericaJapanwithAmericasurpassingJapanlastyear.MeanwhilejointcooperationexchangeprogramsbetweenChineseHEIsfeigninstitutionalp

4、artnershavebecomeanimptantcomponentawelcomesupplementtotheChina’shighereducationsect.ItisfeseeablethatthenumberoffeignstudentsseekingeducationinChinawillcontinuetogrowasaresultoftheChinesegovernment’sfavablepolicies.Sinc

5、ethefirststepistogettoknowauniversityitiscommonfthosefeignstudentsotherprospectivestudentstoturntotheEnglishhomepageofChineseuniversitiestoobtaininfmationtheyneedasitisthemostconvenientmediumfacilitatedbytoday’sglobalint

6、er.TherefeEnglishhomepagesserveasawindowthroughwhichChineseuniversitiesareknowntothewld.UsuallyanEnglishhomepageistranslatedfromtheChineseversionbutisslightlydifferentfromtheChineseonebecausesomeinfmationisabridgedsomeot

7、herisaddedtoaccommodatethespecificexpectationsoffeignstudents.NeverthelessEnglishhomepagesofdifferentChineseuniversitiesinvariablycontainobligatypartsincludinganintroductiontotheuniversityitsschoolsdepartmentsadmission1教

8、育部：2009年全國來華留學生人數(shù)首次突破23萬retrievedOctober152010fromgzdt20100322content_1562026.htm.ShanghaiJiaoTongUniversityM.A.Thesis3improvethewritingofitbyChineseuniversities.Thelastthreedecadeshaswitnessedtheflourishingdevelopmentof

9、thegenreanalysistheiesbothinacademicsettings(Swales19902004)professionalsettings(Bhatia1993).AlthoughthegenrePresident’sWelcomeiswritteninanacademicsetting(university)obviouspromotionalintentionscanbefoundinthemessagewhi

10、chaccdingtoBhatia(1997)isamanifestationofgenremixing.Sofartherehavenotbeenmanyresearchesonuniversitypublicdiscourses.Tworelevantstudiesareintroducedbelowwhichshedlightonthepresentresearch.Inhiswidelyquotedarticle“Critica

11、ldiscourseanalysistheMarketizationofpublicdiscourse:theuniversities”Fairclough(1993)conductedanilluminatingdiscourseanalysisoffourtypesofuniversityrelatedtext:pressadvertisementsfacademicpostsprogrammaterialsfanacademicc

12、onferenceanacademiccurriculumvitaeentriesinundergraduateprospectuses.Hisstudycontextisthat“contemparyculturehasbeenacterizedas‘promotional’‘consumer’culture”.hegoesontoexplainthattheconceptofpromotionalculturecanbeunders

13、toodindiscursivetermsasthegeneralizationofpromotionasacommunicativefunction—discourseasavehiclef“selling”goodsservicesganizationideaspeople—acrossdersofdiscourse.Undertheinfluenceofthisdominantpromotionalculturethesefour

14、typesofgenreshaveundergonenotablechangesemergingas“newhybridpartlypromotionalgenres”asaresultofthecolonizationbythegenreofconsumeradvertising.Hisanalysisidentifiesthreemainshiftsinauthityrelationsinselfidentitywithingani

15、zationsthemostimptantonebeingthedeclineofstableinstitutionalidentitieswhichcouldbetakenfgrantedamuchgreaterinvestmentofefftintotheconstructionofmeentrepreneurialinstitutionalidentities.Inanotherstudyontheuniversityrelate

16、ddiscourseOsman(2006)reptsonaninvestigationofapromotionalgenreuniversitybrochures.Hecarriedoutastructuralanalysistoidentifytherheticalstructurethecommunicativepurposesofuniversitybrochuresaswellasatextualanalysistoexamin