Discursive Construction Of New Oriental's Enterprise Image In Official Introductions

The corpus of this thesis mainly comes from the official website of New Oriental Education and Technology Group,and the official website is divided into nine parts:“About New Oriental”,“Development Process”,“Corporate Culture”,“Management Team”,“Business System”,“Affiliated Website”,“Social Responsibility”,“Education and Cultural Industry Fund” and “Investor Relations”.In order to make the corpus relatively sufficient,part of the data in “About New Oriental”,“Development Process” and “Social Responsibility” come from New Oriental Recruitment website as a supplement.Based on the official introduction of New Oriental,with the analytical method of discourse-historical approach(henceforth DHA)and Systemic Functional Grammar(henceforth SFG),the thesis attempts to analyze the multiple images of New Oriental from the perspective of Critical Discourse Analysis(henceforth CDA).The thesis adopts the means of discursive strategies(nomination,predication,argumentation,intensification/mitigation)under discourse-historical approach and transitivity(material process and relational process)under Systemic Functional Grammar,focusing on the discursive strategies and grammatical traits embedded in the official introduction text.Through concrete analysis and discussion,this author of the thesis finds that the official introduction constructs multiple images of New Oriental:(1)New Oriental is a non-stop marcher.Since its establishment,it has experienced a rapid and dynamic development process.This is realized through New Oriental's action state analysis under predication and the analysis of the action state change in material process under transitivity.(2)New Oriental is the carrier of responsibility and humanistic care.This is achieved through predication used to analyze the enterprise culture of New Oriental and the services provide by it.Besides,this image is realized via the topoi of“responsibility” under argumentation.(3)New Oriental is a leader in the field of private education and training.This is supported by predication(adjectives,extreme adjectives,prepositional phrases),nomination(rhetorical device,nomination of team members),argumentation(the topoi of “responsibility”)and transitivity(material process and relational process),demonstrating New Oriental's industry leading position in terms of professional level,technological level,material basis,team strength,etc.The research significance of the thesis includes theoretical significance and practical significance.As for the theoretical significance,this thesis integrates the method of DHA and SFG to analyze discourse from the third world,making up for the closure(Blommaert,2005)of CDA to specific theory and that to the third world.In addition,the integration of the two analytical methods enhances the operability of the DHA to a certain extent.In terms of practical significance,first of all,the study makes the public have a relatively clear and specific recognition of New Oriental,helping to win the identification of the public and thus it is conducive to expanding its market share.Besides,the image construction of private education and training institution helps to enrich the existing research on image construction to a certain extent.Finally,in addition to manifesting New Oriental's marketing strategies in the analysis,this research also focuses on the analysis of its enterprise culture which reflects its social responsibility and humanistic care for the public,enriching the research on marketing discourse of New Oriental to a certain extent.