A three-dimensional critical discourse analysis of publicity discourse on local youth role models: A case study of official propaganda texts in Zhuhai
地方青年榜样宣传话语的三维批评话语分析——以珠海官方宣传文本为例

摘要

在多元价值的新时代，地方青年榜样宣传存在诸多问题，比如受众认同不足，传播效率低等问题。本文以费尔克劳夫三维批评话语分析为研究框架，选取珠海文明网、“文明珠海”微信公众号66篇宣传文本为语料，从体裁分析、评价理论态度子系统之判断、LDA主题建模等角度，分别回答其在文本、话语实践和社会实践三个层面的宣传话语特征。研究结果表明：在文本层面，形成“人物介绍-事迹叙事-价值升华”固化体裁，判断资源过度集中于实干类品质；在话语实践层面，主要有两个叙事群：公益和基层发展，但是在宣传策略方面，过于注重事实，缺少个人情感表达；在社会实践层面，围绕敬业奉献、见义勇为、为民服务和创新创业四大价值。然而，宣传话语叙事统一，比较模板化，缺少青年视角，难以引起大众的共情。因此，本文提出了优化路径，为地方青年榜样宣传话语创新提供思路。

Abstract

In the new era of diverse values, the publicity of local youth role models is confronted with various challenges including insufficient audience recognition and low communication efficiency. Taking Fairclough’s three-dimensional critical discourse analysis as the research framework, this paper selects 66 publicity texts from Zhuhai Civilization Network and the official WeChat account “Civilized Zhuhai” as the corpus. From the perspectives of genre analysis, the judgment subsystem of the attitude system in appraisal theory, and LDA topic modeling, it explores the discourse characteristics of relevant publicity at three levels: text, discursive practice and social practice. The results reveal that at the textual level, a fixed genre of “character introduction-deed narration-value sublimation” has taken shape, with judgment resources overly concentrated on pragmatic qualities. At the discursive practice level, two major narrative clusters are identified: public welfare and community development. Nevertheless, the publicity strategies overemphasize factual presentation while lacking personal emotional expression. At the social practice level, the discourse centers on four core values: dedication to work, courage to act bravely for justice, commitment to public service, and innovation and entrepreneurship. Although the publicity discourse boasts unified narration, it suffers from excessive templatization, a lack of youth-oriented perspectives, and limited capacity to arouse public empathy. Accordingly, this paper proposes optimization approaches to provide references for the discourse innovation of local youth role model publicity.