The University Discourse – Mask and Reality Cover Image

Les universités roumaines face aux enjeux de la communication. Le discours de l’université – masques et réalités
The University Discourse – Mask and Reality

Author(s): Florinela Şerbănică, Adela Drăgan
Subject(s): General Reference Works
Published by: Universitatea »Babes Bolyai« Cluj - Facultatea de St. Economice si Gestiunea Afacerilor
Keywords: communication; face; mask; politeness; informative-argumentative.

Summary/Abstract: The competition among universities, also determined by financial constraints, influences the university discourse as identifiable in the Rector's address, published online, or in the discourse uttered in various contexts, such as the inauguration of the academic year or the graduation ceremony. The discourse in question undergoes various alterations, in the sense of a lack of balance in the valuation of the institution or the potential candidates, the university face being thus unavoidably threatened. Given the high stakes of attracting candidates, it is obvious that there are consequences on the relation generated, which replaces the formal style (as a classical form) by a more informal one (as a contextual form).The present analysis makes use of Goffman's theory of face and the informative-argumentative aspects of discourse, applied on the corpus provided by the Rector's address or other official addresses of Romanian universities, published on their respective sites.

  • Issue Year: XVI/2017
  • Issue No: 2
  • Page Range: 123-136
  • Page Count: 14
  • Language: French