话语策略“工具箱”:中外合作大学声誉塑造的个案研究  

“Toolkit”of Discourse Strategies:A Case Study of the Reputation Building of Sino-foreign Universities

作　　者：赵彬 刘水云 ZHAO Bin;LIU Shuiyun(Shantou University,Shantou 515063,Guangdong,China;Beijing Normal University,Beijing 100875,China)

机构地区：[1]汕头大学,广东汕头515063 [2]北京师范大学,北京100875

出　　处：《扬州大学学报（高教研究版）》2023年第6期32-42,共11页Journal of Yangzhou University（Higher Education Study Edition）

基　　金：汕头大学科研启动项目(STF21016);广东省教育厅2022年度教育科学规划课题(高等教育专项)“新时代省域来华留学教育质量提升路径研究”(2022GXJK194);广东省社科规划2022年度常规项目“来华留学研究生教育质量保障机制优化研究——以广东省为例”(GD22YJY06);教育部人文社会科学研究规划基金项目“后疫情时代来华留学教育质量保障问题研究”(22YJA880030)。

摘　　要：中外合作办学是我国高等教育国际化体系的重要组成部分,囿于办学时间较短等因素,中外合作大学尚未获得足够的社会认可,亟需对其声誉进行维护管理,社交媒介平台为塑造和传播大学声誉提供了便捷条件。基于极端性标准选择个案,对某中外合作大学官方微信公众号推文进行质性内容分析发现,组织作为具有能动性的行动元,围绕商品话语、素养话语、知识话语以及国家话语建构了话语策略“工具箱”用以塑造大学声誉,而隐匿于话语景观背后的家长主义、科技至上主义、国家主义等意识形态是更为深层的源动力。因此,理解中外合作大学的发展应进一步丰富研究对象和内容并考虑社会嵌入性,同时注意教育组织目标的多重性问题。Sino-foreign university is an important part of the internationalization system of Chinese higher education.Due to multiple factors such as the short history,Sino-foreign universities have not yet received adequate social recognition.Thus,it is urgent to maintain and manage their reputation.Social media platforms provide convenient conditions for the construction and dissemination of university reputation.Based on an extreme case,the qualitative analysis of the tweets on a Sino-foreign university official WeChat account reveals that the organization,as an initiative agent,has built a“toolkit”of discourse strategies in terms of commodity discourse,literacy discourse,knowledge discourse and national discourse to shape its reputation,and hidden behind it are the ideologies of paternalism,technology supremacy,nationalism and others as the underlying source drive.Therefore,research scope and content should be further expanded and enriched as well as engaging social embeddedness in order to better understand the development of Sino-foreign universities.In the meanwhile,importance should be attached to the multiple objectives of educational organizations.

关 键 词：中外合作大学 大学声誉 大学宣传 大学声誉管理 

分 类 号：G513.3[文化科学—教育学]