| With the rapid development of the Internet, blog has become an important meansof communication and an essential way to establish and maintain social relationships.Because of its convenient and interactive features, blog has also become a vital part ofInternet media. Since the first government blog, The First Public Security Blog ofChina, was built up in2005, more and more public security departments began toestablish and run blogs of their own. They have formed a blogosphere and receivedwide attention from the public. This thesis takes public security blogs as its data andattempts to analyze how promotional intentions are realized in blog discourses.Under the influence of promotional and consumer culture, promotion hasbecome an important feature of contemporary society. Promotional discourse,especially advertising, began to invade and colonize other discourses. Somediscourses whose original communicative purpose is informing also started tomanifest an obvious promotional intention. Blog writers provide the audience withinformation and interact with them. At the same time, they implicitly promotethemselves and transmit their ideas and culture.This thesis, through integrating Bhatia s (2004) multi-perspective model andFairclough s (1992) conceptualization of intertextuality, puts forward a new modelthat suits the present study. By applying this new model, the thesis performs theanalysis in three spaces. In the textual space, it explores how promotion is realizedthrough lexico-grammatical features and visual images. In the mediating discursivespace, it analyzes the manifest intertextuality and interdiscursivity in blog discourses.Finally, in the social space, it explains the socio-cultural background of promotionalintentions in blogs, and tries to connect these intentions with three contemporarydiscursive tendencies, so as to achieve a comprehensive understanding of thisphenomenon. |
