An Analysis Of Identity Construction Of Public School And Education Training Institution's Official Website Discourse From The Intertextual Perspective

The concept of intertextuality has attracted attention from the circles of linguistics,translation,literary theory and comparative literature since it was put forward by Bulgarian French semiotician Kristiva in 1986.Researches on intertextuality mainly focus on politics,news or official documents,which are viewed as "factual" discourses.Few scholars take the discourse on the homepage of the official website of the school as research objects.Combining Fairclough's Three-Dimensional Model and Xin Bin's classification of intertextuality,the present thesis offers a concise description of the intertextual discourse strategies used on the homepages of New Oriental(a representative of the education training institution)and NNU(a representative of public school),aiming to address the following three research questions:1.What are the intertextual discourse strategies of the two selected websites?2.What ideologies do these intertextual discourse strategies reflect?3.What school identities have been constructed through these intertextual discourse strategies?According to the research questions,the author adopts the comparative analysis and the method of qualitative analysis,and summarizes the specific and generic intertextual discourse strategies used on the homepages of New Oriental and NNU,and further discusses their ideologies and identities through these intertextual discourse strategies.After analyzing,major findings are stated as follows:1.Homepages of New Oriental and NNU are filled with a lot of intertextual discourse strategies,which can be divided into two types:specific intertextuality and generic intertextuality.New Oriental mainly applies reference and parody,while NNU mainly uses reference,quotation and literary allusion.And the intertextuality of genre,discourse and styles can also be found on both websites.These discourse practices,on the one hand,are influenced by social structure,on the other hand also actively construct school identities.2.Both websites aim to build themselves into the optimal option for people.While delivering information,these intertextual discourse strategies also achieve advertising and persuasion functions simultaneously.3.The biggest difference is that New Oriental bears the dual role of education manager and product promoter,thus the commercialization trend of education is more obvious on its website.However,NNU constructs itself into a double-top university with glorious and long history and significant influence in academic circles with intertextual discourse strategies.This thesis applies intertextuality approach to the qualitative analysis of discourse of both websites,which widens the position of intertextuality in discourse analysis both at theoretical and practical level.Besides,this comparative study has practical significance in the sustainable development of public schools and education training institutions.Another strength of this thesis is that it provides new lenses on reading and mode of discourse analysis for readers.Thus,theoretical and practical guidance is supplied to readers to improve their critical thinking,on how to see the essence through the appearance of language and make proper choices for themselves.