| In the era of Internet,the university web pages not only provide the essential information for exchange students and overseas students and sound platform for the transmissions of education,culture,customs and the like among countries.As the first interface of information presentation,typography,layout,color,sound and text of university homepages will often reflect the characteristics of the university in meaning-construction.During the influential environment of promoting the construction of world-class universities in China,the thesis takes the analysis of the similarities and differences in the design of domestic university homepages and world-class university homepages as the starting point,collects top 12 university homepages domestically(China university comprehensive strength ranking in Renmin website)and top 12 university homepages internationally(QS World University Rankings)as the analytical data and applies the GeM Model(The Genre and Multimodality Model)by Bateman to analyze the common points from the base layer,layout layer and rhetorical layer in each set of data,and then compares the sameness and distinctions of the two sets of data in these three layers respectively,and finally put forwards the suggestions to improve the design of university homepages in China from the viewpoint of linguistics.The study found that in the base layer,both use the same 10 symbols,only the ratios of text and icon are more than 10%,except line exceeding 10%in domestic data,the proportions of other symbols are less than 10%.And text,box and moving picture occupy the same positions in two groups,namely text first,box fourth and moving picture ninth.The difference is that the two types of data use different numbers in totality,and the positions of other symbols(except text and icons)in two groups are different.In the layout layer,each page in both groups is divided into upper,middle and bottom partitions with the largest space in the middle.Both of the data highlight the middle part by using blanks or boxes on both sides of the center in the page document.The difference is that information is arranged from top to bottom first and from left to right second domestically,and usually the mixture of both is preferable,sometimes only the former can be adopted.However,the information is managed either from top to bottom or from left to right internationally,and the former is superior to the latter in design.In the rhetorical level,both groups use the identical 11 rhetorical relations,only the proportions of elaboration and restatement surpass 10%.Apart from class-ascription in domestic designs and enablement in international designs,others remain less than 10%.The distinctions are that domestic designs place more emphasis on elaboration and are inclined to take class-ascription,while international designs tend to undertake enablement.With the exception of elaboration and restatement,other rhetorical relations stand different posts on both sides.The innovations of this thesis are as follows:first,the multi-layered GeM Model is applied to analyze the multimodality of university homepages and the built-in associations in the layers make the multimodality of document into an integrated whole.Second,the object of study and the research technique are original,and the use of GeM Model in the thesis to compare the university homepages in two kinds of data by summarizing the universality in each kind and then comparing the similarities and differences between the kinds is creative.The shortcomings of the thesis are as follows:first,the comparative analysis between the types of university homepages is conducted only from the perspective of linguistics to propose suggestions for domestic university homepage designers neglecting the factor of professional knowledge from webpage designers.Second,only 12 university homepages are included in each set of data,which shows the inadequacy in the samples. |
