美国世界一流大学形象的多模态话语建构——基于三所大学官方网站的分析  

Multimodal Discourse Construction of the Images of American World-Class Universities--A Case Study Based on the Official Websites of Three Universities

作　　者：邱婉宁[1] QIU Wanning(Jilin University,Changchun Jilin,130012,China)

机构地区：[1]吉林大学,吉林长春130012

出　　处：《文化创新比较研究》2025年第10期173-176,共4页Comparative Study of Cultural Innovation

基　　金：吉林省教育科学“十四五”规划,2024年度一般课题“美国世界一流大学形象的多模态话语建构研究”(项目编号:GH24438)。

摘　　要：在当今全球化背景下,高等教育的国际竞争日趋激烈,为获得更好的全球资源,大学除了提升自身的办学和管理水平外,还致力于提升自身声誉、塑造和宣传良好的大学形象。大学官方网站作为公众了解大学最直接的窗口之一,不仅为公众提供了第一手资料,更重要的作用在于向公众展示大学的形象。该文以2025QS世界大学排名中位列全球前十位的三所美国大学——麻省理工学院、哈佛大学和斯坦福大学为例,以其官方网站中的文字和图像为语料,运用Wodak的话语策略与Hart的多模态理论,分析这三所世界一流大学形象的多模态话语建构。Under the current background of globalization,the international competition in higher education has become increasingly intense.To access better global resources,universities not only strive to enhance their educational quality and management standards but also commit to elevating their reputation while shaping and promoting a positive university image.As one of the most direct windows for public understanding of universities,official university websites not only provide first-hand information but more importantly serve to present the university's image to the public.This study takes three U.S.universities ranked in the top 10 of the 2025 QS World University Rankings—Massachusetts Institute of Technology(MIT),Harvard University,and Stanford University—as case studies.Using textual and visual materials from their official websites as the research corpus,it employs Wodak's discourse strategies and Hart's multimodal theory to analyze the multimodal discourse construction of the images of American world-class university.

关 键 词：世界一流大学 多模态 形象建构 话语策略 大学网站 大学排名 

分 类 号：H0-06[语言文字—语言学]