Critical Discourse Analysis and Public Discourses:Dating Advertisements

科技信息人文社科Critical Discourse Analysisand Public Discourses:Dating Advertisements金华职业技术学院陈红光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天津大公报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问) 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晓中西学术门径,尽除中国旧有之陋俗" 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“年薪四万以.上,有私车,多处住宅”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,中国煤化工Chinese dating discourseconcepts.in a practiDISCOURSE (abstract noun) language use cnceved as social practieThiY台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“她说"，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, (下转第 153页)- .151-科技信息人文社科昔”、“胆子太小- -略输文采”、“不得不抄一稍逊风骚"等等。识解中,视手机短信在人们的生活和交际中扮演着重要角色，手机短信的大角指的是人们描述事物的角度。人们的观察角度不同，词语的选择就相量发送和其幽默效果不可分离。手机短信自身的翻屏阅读和文本多样应变化。由于视角的变化，这则短信中考生使用的考试词语和表达英雄等特点进一步增强了幽默效果。本文运用关联-识解模式,对手机短信气概的词语转换，更能体现这则短信的幽默。接收者在阅读短信的时候中的幽默短信进行分析解读，进一步找出幽默的生成和理解机制。这一就顺应当代考试制度和作弊现象这样的认知语境，结合毛主席诗词的模式综合关联理论和识解方式的优点，分别从幽默的理解机制和产生背景，调侃了当代的考试制度,博人一笑。机制对幽默进行研究，发现手机短信的幽默机制和手机自身特点密不(3)a6esw hw 6w peaJ s! 6ld eo po6 hw yO本年度最佳短信,把你的可分,手机的翻屏阅读和文本多样性进-一步 促进幽默的产生。限于语料手机倒过来看就会有惊喜!收集和笔者水平的不足，本文仅从认知语用的角度对手机短信及其幽Oh, my god! 0 a pig is reading my mesage! (倒过来的文字)。默进行探讨，当然,对其研究可以从不同的视角进行,有待对其感兴趣例3属于手机短信比较典型的利用手机文本的多样和手机的小巧的学者进一步研究。设计的幽默短信。关联理论认为“任何明示性交际活动都意味着本活动有最佳的关联性" (Sperber & Wilson, 1986:158)。在关联理论的指导参考文献下,接收者付出很多心力找出这份“惊喜" ,等到看到倒过来的文字之[1]Langacker,Ronald w Grammar and conceptralization [M].Berlin;后,才发现此“惊喜”非預想的惊喜。发送者运用“最佳短信'和“惊喜”的New York: Mouton de Gruyer1999.文字铺垫就创造了“这则短信很好”这样一个的背景(基体),故意误导[2 ]Sperber, Dan & Deirdre Wibon. Relevance: Communication and接收者以为惊喜是突显部分,结果并非所愿,有惊无喜，而达到发送者Cognition[ M.].oxford:Basil Bakll.1986.的目的。这则短信和接收者的英语水平有关，如果对英语-无所知,幽[3]爱切生.徐家祯译.《语言的变化:进步还是退化? )[M]北京:语默效果就难以达到。类似短信的传播范围与上述短信相比稍窄。文出版社,1997.(4)即使有一千人从我身上踏过,我也依然能够轻松地认出你来，[4]毛力群.“拇指文化”演绎语 言新时尚-手机短信的语体分析[].因为其中999个人踏着的是我的身体，而你踏着的却是我的心。浙江师范大学学报(社会科学版)第5期70-4.2004.例4是利用语言的模糊性制造的幽獸短信。对事物描写的不同详[5]柴静浅谈手机短信语言的特点[].西北成人教育学报,第2期,略程度形成不同的识解。这则短信运用了“从身上踏过”这样-一个含义34-36,2005.不清晰的短语,才会因为后面的“其中999个人踏着的是我的身体,而[6]崔芸短信小喜刷的修辞艺术[J]湖北社会科学,第6期,53-你踏着的却是我的心“产生独特的幽默效果。不仅如此这则幽默如果是54,2004.发给心仪已久的爱慕对象的话,就会起到幽默的示爱效果，由于关联理[7]陈金凤试论手机短信修辞手法的运用[J].语言新探索,第2期，论认为交际肯定是有目的的活动,通过“你"和“我”人称的使用,接收者58-60.2005.心理上先形成- -个模式,这是两 个人之间的事情,所以对于后来的幽默[8]付义荣丰富多彩的手机短信[].语文学刊,第3期,100 -102,求爱可能很容易接受。2004.(5)10分想念你,9别的人，让短信8,7望传达:别让幸福6走,让平[9]何玉兰. 实用修辞在手机短信中的运用[]河北工程技术职业安54不在你身边,3水不能阻隔心愿,那2块钱你又拖了1年,快还吧!学院学报,第6卷第2期33-35,2004.例5是-则结合数字谐音的短信,谐音之后是:“十分想念你,久别[10]刘景秀. 手机短信语言研究[MA]华中师范大学硕士论文,的人，让短信发期望传达:别让幸福溜走,让平安无时不在你身边，山2005.水不能阻隔心愿,那两块钱你又拖了一年,快还吧"。假如将这则短信改[11]黄春飞手机短信修辞文本建构的独特方式[].平顶山师专学为后一一版本,也可以表达幽默,但是缺乏了数字谐音和从10到1这样报第19卷第4期,70-72,2004.数字排列的效果。两个版本尽管突显的都是“还钱”,但是各自的基体不[12]黄昭艳.手机短信语用拙谈[]钦周师范高等专科学校学报，同,一个是以数字谐音加上设歧，另外一个是设歧，因此效果就差别很第20卷第2期93-96.2005.多。接收者在重建认知语境之后,顺应的幽默理解程度不同。[13]孟建安.手机短信话语 文本的语体学分析[].修辞学习,第4(6)手机和电话结婚,生个孩子叫小灵通,长得丑,信号又差,为了期,37-40,2004.弄明白.手机和电话帶小灵通去作了DNA测试,结果大吃- -惊:乖乖![14]王桂华.手机短信的语言艺术特色[J].语言研究,第6期，原来它爹是对讲机!11,2005.例6属于运用拟人手法的幽默短信,对小灵通进行调侃。认知城是[15]王红.浅析手 机短信中的设歧[]柳州职业技术学院学报,第4人们认知事物的背景或基体(王寅200:34)。这则幽默短信的产生和卷第2期55-59.2004.理解离不开认知域，在这则短信中体现为:小灵通信号差这-背景知[16]王寅《认知语法概论>[M].四川外语学院教材,2004.识。根据这-语境,很容易理解这则幽默短信。[17]席淑丽.手机短信的语用研究[MA]太原理工大学硕士论文,上述分析说明关联-识解 模式适用于幽默的产生机制和理解机制2008.的研究,发现手机短信中的设歧使用较其他修辞手法使用更多,这和手[18]尹丽丽.大学生短信语言的性别差异[MA].北京林业大学硕士机翻屏阅读方式不可分离，手机短信的独特之处使得幽默效果更加突论文,2008.出和强烈。[19]郑晓曦,武汉地区大学生手机短信语言变异研究[MA].武汉理四、结语工大学硕士论文2008.(上接第151页) 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(寻找一颗真诚的心). 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中国煤化工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-