"Writing the prospective student in the text":On the interplay of monoglossic and heteroglossic elements in university websites

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61988987%3A17250%2F12%3AA1401801" target="_blank" >RIV/61988987:17250/12:A1401801 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
"Writing the prospective student in the text":On the interplay of monoglossic and heteroglossic elements in university websites
Original language description
The paper aims to provide an insight into the ways the prospective students website texts strive to target and attract the desired audience, and into the interplay of elements contributing to the interpersonal positioning in this advertising-like institutional discourse. The analysis is inspired by Iedema's exploration of the "shouldness" and enablement aspects of institutional discourse and applies Martin and White's classification of engagement features within the appraisal system. The study focuses on the use of modal verbs realizing the anticipatory aspect of the text in constructing the envisaged reader, and their correlation with the representation of the participants in the text and with particular stages or moves in the website generic structure. The research results also seem to support an argument that the heteroglossic or dialogic elements are recursive and may be identified beyond the level of proposition, on the level of genre staging and genre colony.
Czech name
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Czech description
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
"Writing the prospective student in the text":On the interplay of monoglossic and heteroglossic elements in university websites
ISBN
978-80-7464-179-4
Number of pages of the result
19
Pages from-to
154-173
Number of pages of the book
277
Publisher name
Filozofická fakulta Ostravské univerzity v Ostravě
Place of publication
Ostrava
UT code for WoS chapter
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