网络软文的体裁分析——以中国门户网站为例  

The Genre Analysis of Internet Advertorial in Portal Websites

作　　者：孙涵[1] 

机构地区：[1]中山大学南方学院,广东广州510970

出　　处：《考试与评价》2020年第1期101-105,共5页TESTING AND EVALUATION

摘　　要：网络软文是最新的一种以新闻社论形式出现的广告策略。本文采用ESP的理论框架,以中国门户网站的网络软文为研究对象,在腾讯、新浪、凤凰、搜狐、网易五大新闻门户网站中随机选择30篇软文,对其体裁结构进行定性定量分析并找出主要结果。研究发现,网络软文体裁结构分四部分,分别是:导入、文章主体、延伸阅读和交互。通过该体裁形式以实现给予信息、劝导消费及增加互动的交际目的。立足门户网站的研究,顺应文本市场化的趋势,本文对新兴文本体裁及网络语言的研究有一定意义。Internet Advertorial is one recent emerging strategy to advertise in the format of news or editorials appearing online. By using ESP school’s theories and approaches, this study investigates the generic and linguistic features of IA. A corpus of 30 samples is collected from the five Chinese Portal websites as the data of this study, including Sina, Sohu, Phoenix, Tencent,and Netease. From the result, four moves can be identified in IA, including introduction, the body text, further reading and interaction. To offer information, persuading online viewer, and increasing the interaction are the communicative purposes of IA.With the marketization of discourse practice, this paper provides some clues for the study of hybridized genres and enriches the linguistic studies of the Internet.

关 键 词：体裁研究 网络语 ESP 软文 

分 类 号：G63[文化科学—教育学]