校外辅导机构广告的批评性话语分析  

A Critical Discourse Analysis of Tutoring Institutions’ Advertisements

作　　者：王文智 胡珊珊 Wang Wenzhi;Hu Shanshan(College of Education,Shanghai Normal University,Shanghai 200234)

机构地区：[1]上海师范大学教育学院,上海200234

出　　处：《教育发展研究》2020年第18期62-69,82,共9页Research in Educational Development

基　　金：全国教育科学规划2019年度青年课题“社会分层视角下我国家庭教育投入行为研究:影响效应和理性决策分析”(CFA190251)的部分成果。

摘　　要：校外辅导机构的广告是一类很常见的有关教育的文本,在进行推销的同时也扩散符合自身利益的话语模式,影响民众对教育的理解方式和想象空间。本文借助批评性话语分析揭示广告语如何以"竞争"为核心建构教育活动的意义,重塑教师、学生和家长等相关主体的身份。广告语对公共教育的片面解读误导了公众,加剧了教育焦虑。An advertisement for a tutoring institution are one of the most common educational texts. It diffuses the Discourse model that is in line with its own interests,and shapes the public’s ways of understanding and imagining education. Critical discourse analysis reveals how advertising discourses construct the meaning of educational activities with competition as its core,and reshape the identities of teachers,students and parents. The discourses provide an incomplete interpretation of Public Education,mislead the public and increase their educational anxiety.

关 键 词：影子教育 批评性话语分析 教育私事化 话语模式 

分 类 号：G522.72[文化科学—教育学] F713.8[文化科学—教育技术学]