An Interpersonal Pragmatics Study of Identity Construction in New Media Advocacy in Higher Education

This study takes the tweets of the official WeChat public number of Nanjing Tech University as the corpus, and based on identity theory and relational management theory, it explores the identity construction and the implementation of interpersonal management function in the publicity of new media in colleges and universities. It is found that the publisher of the university public number constructs the identities of honourer, campus life recorder, information sharer, talent recruiter, spiritual and cultural communicator, announcement notifier and safety reminder by using the three dimensions of the discursive domain, discourse domain, and the relationship management strategy of the speech-acting domain, in order to carry out the corresponding interpersonal management functions, including shaping the positive face of the institution, protecting the fairness and contact rights of the audience, and realizing the construction of university publicity and harmonious relationship. In order to achieve the interactive goals of university publicity and harmonious relationship building, the publisher of the public number dynamically constructs discursive identities to shape a good image of the university, which improves the effectiveness of information dissemination, enhances the interaction between teachers and students, and promotes the construction of campus culture.