专家简介：

张艺琼博士广东外语外贸大学英语教育学院副教授、广东外语外贸大学外国语言文学博士后科研流动站博士后研究员、教育部人文社会科学重点研究基地广东外语外贸大学外国语言学及应用语言学研究中心兼职研究员。2002年毕业于西安交通大学科技英语专业， 2005年获西安交通大学文学硕士学位，2013年获新加坡国立大学哲学博士学位。曾获西安交通大学“唐文治特别优秀研究生奖学金”和“广东省海外高层次留学人才”称号。主要研究领域为多模态语篇分析、多元识读、跨文化对比研究；以科普、学术及广告等语篇为主要研究对象，从共时和历时的角度探索网络媒体的超链接、图片及颜色等符号资源对语篇呈现形式的影响。研究成果主要发表在Semiotica, Critical Discourse Studies, Discourse & Communication等国际期刊。

讲座题目：The invisible campus wall: Decoding the multimodal construction of institutional identity on university homepages

内容提要： We are all aware of campus walls in Chinese universities. Very few of us, however, have come to realize that the physical wall has been mapped onto the virtual world of university website. In this lecture, I shall explore together with you how the Chinese wall culture has been multimodally constructed through university websites. The homepage of Tsinghua University and National University of Singapore are analyzed and compared with tools and frameworksfrom Systemic Functional Multimodal Discourse Studies (SF-MDA). I will show you how hypermodal resources (e.g., text, image, hyperlinks) integrate on two university homepages to simultaneously create an official gateway and an institutional identity. Tsinghua University adopts a university-centric position in its homepage design by presenting its identity as a traditional and authoritative institution that keeps its distance from society at large through the impersonal nature of the images and linguistic texts, and the repetitive hierarchical navigation styles. While the homepage of National University of Singapore foregrounds and promotes its identity as a vibrant community that is global and welcoming by appealing images, interpersonally-orientated linguistic choices, rich navigation content, and various navigation styles. These semiotic choices are interpreted from a socio-cultural perspective to reveal the relations between hypermodal analytics and higher-level cultural and ideological meanings.
讲座安排在本周四下午四点10分，地点放在912会议室

时 间： 2014年3月20日（周四）下午16：10
地 点： 逸夫外文楼B座912会议室
主办单位：西安交通大学外国语学院