Critical Discourse Analysis and Public Discourses:Dating Advertisements

科技信息人文社科Critical Discourse Analysisand Public Discourses:Dating Advertisements金華職業(yè)技術(shù)學(xué)院陳紅光of discursive aspecs of marketization of public discourse, secifially in dating advertisements. Is body consists of two parts: a condensed the-oretical account of critical discourse analysis(CDA)and analysis of samples of dating discourse in China nnd westerm countries.In the end, thepaper points out that CDA is of great value in research work of all kinds, e.g. social scientific rsearch.[Key words] CDA discourses discusive change intertexuality promotional culure dating advetisementCritical Discourse Analysis is a way of carrying out social research with aofa textfocus on‘discourse'- on language and other semiotic forms. It picks up re-INTERDISCURSIVITY the constiution of a text from diverse discoursescent theories of‘discourse' in social science, but pushes them towardsdswhatand gearesthey generally lack in the hands of sociologists etc.- rdetailed language analy-ORDER OF DISCOURSE totality of discursive practices of an institu- -sis.( Fairclough, 2002 ). The paper tends to elaborate several concepts con-tion, and relationships between themceming CDA by virtue of sample analysis. Here, dating advertisements are2. Public Dating Discourse-- -Dating Advertisementchoen 8 objects for analysis. The first section provides a condensed theoreti-In this section, I refer to a particular case and speific texts in order to il-cal account of CDA. The second section is a sample-based analysis of dis-ustrate the theoretical position set out in the first section and make more con-courses with particular reference to dating advertisemnents which help readerscrete the rather abstract account of the concepts. The case I shall focus upon isbetter understand the rather abstract account in the first section. The paperthe marketization of discursive practices in dating and marriage which play aconcludes with a discussion of the value of CDA, as a method to be used a-crucial part in almost everyone's life. The material I choose is made up of fourlongside others in social scientific research on social and cultural change.dating advetisements. Sample 1 appeared in天津大公報in June26,1902,1. A Relatively Brief Theoretical Support of CDAand was said to the eardiest of is kind in China. Saumple 2 is in the form ofaMany linguists use discourse to refer primarily to spoken or witen lan-pasage. Sarmple 3 is comparatively short and concise. This kind of dating ad-guage use. Fairclough (1993) extends it to include semiotic practice in othervertisements appears more often in newspapers and magazines. Sample 4 issemiotic modalities such as potography and non verbal (e.g gestural) com-from westermn countries. By means of analyzing their diferences, I'd like tomunication. It is advisable to investigate discourse in a social theoretically in-make the above- mentioned concepts clearer and easier to understand forformed way a a form of social practice. Viewing language use as social prac- -readers.tice implies that it is socially shaped and also socially shaping or constitutive.Firstly, diferent discourses manifest themselves in the four samples. ItLanguage use is always simultaneously constitutive of問(wèn)) social identies, (i)seems that the newspapers and the matchmaking service are presenting theirsocial relations and (ii) sy8tems of knowledge and belief.views and information about men or women, but in fact, it is discourse whoAnother concept which deserves mention is discursive change. It isspeaks it. In the first dating advertisement, there are such words as“天足,通losely in il and cultural曉中西學(xué)術(shù)門(mén)徑,盡除中國舊有之陋俗" etc, which sharply represents thein accordance with the dialectie between orders of discourse and discursiveideas and ways of thinking of people in the early 1900s in China. At that time,practice or the discursive event. We need to understand processes of change aChina was undergoing a radical transformation in life style, thoughts and gov- -they occur in discursive events, and how the processes afet orders of dis-ermments 8s well. Consequently, many people attached much importance tocourse.new ideas and the abolishment of conventions and traditions. Many of newIn addition, I'd like to mention the term‘"intertexuality' , which was a.ideas were introduced from the west. These characteristics can find expres-significant element in Foucault analyses of discourse. This term was coined bysions in Sample 1. Then let's come to Sample 3. In this dating advertisemen,Kristeva in the late 1960% in th“年薪四萬(wàn)以.上,有私車(chē),多處住宅”are really eye- ceatching These wordsaudiences of the work of Bakhtin. Kristeva oberves that intertexuality impliesshow that the marriage- seker is possessed with many advantages. In fact,the insertion of history (society) into a text and of this text into history, whiohthese words, to a great extent, are representations of the ideas of people nowa-means that texts absorb and are built out of texts from the past and texts r吧days. Many people tend 10 think that an ideal and qualified husband should bespond to past texts, in s0 doing helping to make history and contributing torich enough to have houses and cars, while an ideal and qualifed wife shouldprocesses of change and shaping subsequent tert. French discourse analystsbe pretty, gentle and capable of reading others' minds.draw a distinction between manifest andonstitive nterexulity.Last but not the least, I'd like to call readers ' attention to the phe-lation to social and cultural chanige or differences. We can see great differ-nomenon that contemporary culture has been characterized as promotional orences between Sample 2 and Sample 3. In Sample 2, the man wanted a girlconsumer culture, which has ffcted contemporary orders of discourse in awho commanded a wide knowledge and got rid of bad habits. He laid stress onsignificant way. The concept of promotional culture can be understood in dis-the inner quality of future wife. However, in Sample 3, the gid should be abovecursive terms as the generalization of promotion a a communicative func-all beautiful and sweel. The differences emerge as a result of social and cul-tion -discourse as a vehicle for slling goods, services, organiztions, idceas ortural change in China. We can also have a look at Sample 4. In this dating ad-people- acroes orders of discourse.vertisement,‘ share home in the red woods”shows that the man wants to find aIn the above, I make a simiple introduction of discourse, discursivegirl who share interests with him. So we can conclude that many westemerschange, intertexuality, and the development in contemporary discursive prac-pay more atention to common interests when seeking wife or husband insteadtices, ie. promotional culture respectively. It may be helpful to readers to haveof material wealth. Of course, with the globalization and international comu-available a summary of some of the main terms related to the above- -mentionednication,中國煤化工Chinese dating discourseconcepts.in a practiDISCOURSE (abstract noun) language use cnceved as social practieThiY臺C N M H Gertexualiy. ht is a ltle di-DISCOURSES (count noun) way of signifying experience from a particu-ferent fromrouners n tme usual lorm. ine imuormanon in the passage is abtainedlar perspectivethrough face to- face interview. In this pasage, there is a phrase“她說(shuō)"，TEXT the witen or spoken language produced in a discursive eventwhich is identified in discourse practice的reporting clause. It helps incorpo-DISCOURSE PRACTICE the production, distribution and consumptionrate parts of other texts into a text: Apart from this, (下轉第 153頁(yè))- .151-科技信息人文社科昔”、“膽子太小- -略輸文采”、“不得不抄一稍遜風(fēng)騷"等等。識解中,視手機短信在人們的生活和交際中扮演著(zhù)重要角色，手機短信的大角指的是人們描述事物的角度。人們的觀(guān)察角度不同，詞語(yǔ)的選擇就相量發(fā)送和其幽默效果不可分離。手機短信自身的翻屏閱讀和文本多樣應變化。由于視角的變化，這則短信中考生使用的考試詞語(yǔ)和表達英雄等特點(diǎn)進(jìn)一步增強了幽默效果。本文運用關(guān)聯(lián)-識解模式,對手機短信氣概的詞語(yǔ)轉換，更能體現這則短信的幽默。接收者在閱讀短信的時(shí)候中的幽默短信進(jìn)行分析解讀，進(jìn)一步找出幽默的生成和理解機制。這一就順應當代考試制度和作弊現象這樣的認知語(yǔ)境，結合毛主席詩(shī)詞的模式綜合關(guān)聯(lián)理論和識解方式的優(yōu)點(diǎn)，分別從幽默的理解機制和產(chǎn)生背景，調侃了當代的考試制度,博人一笑。機制對幽默進(jìn)行研究，發(fā)現手機短信的幽默機制和手機自身特點(diǎn)密不(3)a6esw hw 6w peaJ s! 6ld eo po6 hw yO本年度最佳短信,把你的可分,手機的翻屏閱讀和文本多樣性進(jìn)-一步 促進(jìn)幽默的產(chǎn)生。限于語(yǔ)料手機倒過(guò)來(lái)看就會(huì )有驚喜!收集和筆者水平的不足，本文僅從認知語(yǔ)用的角度對手機短信及其幽Oh, my god! 0 a pig is reading my mesage! (倒過(guò)來(lái)的文字)。默進(jìn)行探討，當然,對其研究可以從不同的視角進(jìn)行,有待對其感興趣例3屬于手機短信比較典型的利用手機文本的多樣和手機的小巧的學(xué)者進(jìn)一步研究。設計的幽默短信。關(guān)聯(lián)理論認為“任何明示性交際活動(dòng)都意味著(zhù)本活動(dòng)有最佳的關(guān)聯(lián)性" (Sperber & Wilson, 1986:158)。在關(guān)聯(lián)理論的指導參考文獻下,接收者付出很多心力找出這份“驚喜" ,等到看到倒過(guò)來(lái)的文字之[1]Langacker,Ronald w Grammar and conceptralization [M].Berlin;后,才發(fā)現此“驚喜”非預想的驚喜。發(fā)送者運用“最佳短信'和“驚喜”的New York: Mouton de Gruyer1999.文字鋪墊就創(chuàng )造了“這則短信很好”這樣一個(gè)的背景(基體),故意誤導[2 ]Sperber, Dan & Deirdre Wibon. Relevance: Communication and接收者以為驚喜是突顯部分,結果并非所愿,有驚無(wú)喜，而達到發(fā)送者Cognition[ M.].oxford:Basil Bakll.1986.的目的。這則短信和接收者的英語(yǔ)水平有關(guān)，如果對英語(yǔ)-無(wú)所知,幽[3]愛(ài)切生.徐家禎譯.《語(yǔ)言的變化:進(jìn)步還是退化? )[M]北京:語(yǔ)默效果就難以達到。類(lèi)似短信的傳播范圍與上述短信相比稍窄。文出版社,1997.(4)即使有一千人從我身上踏過(guò),我也依然能夠輕松地認出你來(lái)，[4]毛力群.“拇指文化”演繹語(yǔ) 言新時(shí)尚-手機短信的語(yǔ)體分析[].因為其中999個(gè)人踏著(zhù)的是我的身體，而你踏著(zhù)的卻是我的心。浙江師范大學(xué)學(xué)報(社會(huì )科學(xué)版)第5期70-4.2004.例4是利用語(yǔ)言的模糊性制造的幽獸短信。對事物描寫(xiě)的不同詳[5]柴靜淺談手機短信語(yǔ)言的特點(diǎn)[].西北成人教育學(xué)報,第2期,略程度形成不同的識解。這則短信運用了“從身上踏過(guò)”這樣-一個(gè)含義34-36,2005.不清晰的短語(yǔ),才會(huì )因為后面的“其中999個(gè)人踏著(zhù)的是我的身體,而[6]崔蕓短信小喜刷的修辭藝術(shù)[J]湖北社會(huì )科學(xué),第6期,53-你踏著(zhù)的卻是我的心“產(chǎn)生獨特的幽默效果。不僅如此這則幽默如果是54,2004.發(fā)給心儀已久的愛(ài)慕對象的話(huà),就會(huì )起到幽默的示愛(ài)效果，由于關(guān)聯(lián)理[7]陳金鳳試論手機短信修辭手法的運用[J].語(yǔ)言新探索,第2期，論認為交際肯定是有目的的活動(dòng),通過(guò)“你"和“我”人稱(chēng)的使用,接收者58-60.2005.心理上先形成- -個(gè)模式,這是兩 個(gè)人之間的事情,所以對于后來(lái)的幽默[8]付義榮豐富多彩的手機短信[].語(yǔ)文學(xué)刊,第3期,100 -102,求愛(ài)可能很容易接受。2004.(5)10分想念你,9別的人，讓短信8,7望傳達:別讓幸福6走,讓平[9]何玉蘭. 實(shí)用修辭在手機短信中的運用[]河北工程技術(shù)職業(yè)安54不在你身邊,3水不能阻隔心愿,那2塊錢(qián)你又拖了1年,快還吧!學(xué)院學(xué)報,第6卷第2期33-35,2004.例5是-則結合數字諧音的短信,諧音之后是:“十分想念你,久別[10]劉景秀. 手機短信語(yǔ)言研究[MA]華中師范大學(xué)碩士論文,的人，讓短信發(fā)期望傳達:別讓幸福溜走,讓平安無(wú)時(shí)不在你身邊，山2005.水不能阻隔心愿,那兩塊錢(qián)你又拖了一年,快還吧"。假如將這則短信改[11]黃春飛手機短信修辭文本建構的獨特方式[].平頂山師專(zhuān)學(xué)為后一一版本,也可以表達幽默,但是缺乏了數字諧音和從10到1這樣報第19卷第4期,70-72,2004.數字排列的效果。兩個(gè)版本盡管突顯的都是“還錢(qián)”,但是各自的基體不[12]黃昭艷.手機短信語(yǔ)用拙談[]欽周師范高等專(zhuān)科學(xué)校學(xué)報，同,一個(gè)是以數字諧音加上設歧，另外一個(gè)是設歧，因此效果就差別很第20卷第2期93-96.2005.多。接收者在重建認知語(yǔ)境之后,順應的幽默理解程度不同。[13]孟建安.手機短信話(huà)語(yǔ) 文本的語(yǔ)體學(xué)分析[].修辭學(xué)習,第4(6)手機和電話(huà)結婚,生個(gè)孩子叫小靈通,長(cháng)得丑,信號又差,為了期,37-40,2004.弄明白.手機和電話(huà)帶小靈通去作了DNA測試,結果大吃- -驚:乖乖![14]王桂華.手機短信的語(yǔ)言藝術(shù)特色[J].語(yǔ)言研究,第6期，原來(lái)它爹是對講機!11,2005.例6屬于運用擬人手法的幽默短信,對小靈通進(jìn)行調侃。認知城是[15]王紅.淺析手 機短信中的設歧[]柳州職業(yè)技術(shù)學(xué)院學(xué)報,第4人們認知事物的背景或基體(王寅200:34)。這則幽默短信的產(chǎn)生和卷第2期55-59.2004.理解離不開(kāi)認知域，在這則短信中體現為:小靈通信號差這-背景知[16]王寅《認知語(yǔ)法概論>[M].四川外語(yǔ)學(xué)院教材,2004.識。根據這-語(yǔ)境,很容易理解這則幽默短信。[17]席淑麗.手機短信的語(yǔ)用研究[MA]太原理工大學(xué)碩士論文,上述分析說(shuō)明關(guān)聯(lián)-識解 模式適用于幽默的產(chǎn)生機制和理解機制2008.的研究,發(fā)現手機短信中的設歧使用較其他修辭手法使用更多,這和手[18]尹麗麗.大學(xué)生短信語(yǔ)言的性別差異[MA].北京林業(yè)大學(xué)碩士機翻屏閱讀方式不可分離，手機短信的獨特之處使得幽默效果更加突論文,2008.出和強烈。[19]鄭曉曦,武漢地區大學(xué)生手機短信語(yǔ)言變異研究[MA].武漢理四、結語(yǔ)工大學(xué)碩士論文2008.(上接第151頁(yè)) Sarmple 1 articulates a variety of genres and discoures,and cultural change afecting cotemporary organizations. It is an importantincluding elements of advertising realized textually in the“ calchy" headlinethough relatively neglected regource for such research. For many people, it is a(尋找一顆真誠的心). Therefore, we can know that this passage is character -course hard to understand. But once masterred, it will be of great help to socialized by intertexuality.research. .Fourthly, I'd like to make some words about promotional culture under-lying this discursive practice. The current society has become a promotionalsociety. The genre of consumer advertising has been colonizing professional[1 ]Fairclough,N.Discourse and Social Change.Cambridge:Polity Press,and public serice orders of discourse on a massive scale, generating manynew hybrid partly promotional discourses. The dating advertisement is a case[2]Fairclough,N.Crntica discourse analysis and the marketiztion ofin point. In the past, the Chinese were embarrassed to talk about marriage, andpublic discourse: the university. Discourse and Sociery, Vo,1993,14 (2)they have no right to choose espouses. But now great changes have taken1978中國煤化工New York: Random House,place. Many people regerd themselves s a conmodit, and el-proromotion isbecoming part- -and-parcel of self- identity.YHC N M H imigsThoyy and Mcthod.In the above, 1 tny to analyze the data in the order of discouses, discur- Londonsive change, intertexuality, promotional culture.[5 ]Hl,Stuart. Foucault: Power,Knowledge and Discourse,in Wetherell3. Conclusionet al Discourse Theory and Practice. London: Sage Publications, 1997Critical Analysis Discourse contributes greatly to the research of social- 153-