教育话语的篇际互文性研究--从招生简章看教育话语的商品化趋势

篇际互文性是语篇的基本特征，它是语篇中不同体裁、话语和风格的混合交融。在市场竞争环境下，国家进行高校的招生改革，高校招生简章采用广告话语的促销手段和策略，以促销为特色的广告话语和传统的教育话语相互交融，构成篇际互文性，招生简章的功能由原来的“传递信息”转变为“传递信息—促销自我”。广告话语对教育话语的蚕食和殖民，导致教育话语的商品化趋势。这种趋势是商品经济扩张和教育市场竞争激烈的必然结果，它反映了商品经济在社会生活中的霸权地位，以及商业话语在话语秩序中的霸权地位和对其他话语的“殖民”趋势。

Interdisoursivity of Educational Discourse: Commercialization of Educational Discourse in Enrollment Prospectus

As a basic feature of discourse ,interdiscoursivity is a mixture of different genres ,discourses and styles .Under the impact of market competition and under the background of enrollment reform , many universities now employ promotional method and strategy in their enrollment prospectus . Hence ,promotional‐oriented advertising discourse is imbedded into information‐providing educational discourse , forming interdiscoursivity . And the function of enrollment prospectus changes from“information transfer” to “information transfer and self promotion” . Advertising discourse ’ s encroachment and colonization in education field lead to the commercialization of educational discourse .This trend is the inevitable result of the expansion of commercial economy and fierce competition in education filed ,and it reflects the hegemony of commercial economy in the society ,the hegemony of commercial discourse in discourse order and its colonization to other discourses .