新媒体商务话语中的多模态体裁互文:语域类型学视角  

Multimodal interdiscursivity in new media business discourse from the perspective of register typology

作　　者：徐燕[1] 冯德正[2] Xu Yan;Feng Dezheng

机构地区：[1]浙江工商大学外国语学院,浙江杭州310018 [2]香港理工大学英文系,香港999077

出　　处：《外语教学》2020年第3期23-28,共6页Foreign Language Education

基　　金：2019年度浙江工商大学浙江省“外国语言文学”一流学科(A类)建设高层次项目“新媒体商务话语的多模态体裁研究”(项目编号:2019YLZS04)的阶段性研究成果。

摘　　要：本文指出新媒体商务话语的两个显著特征,即体裁互文性与多模态化,并根据语域类型理论提出系统的分析框架。该框架通过确定语篇中的社会符号活动类型(语域类型)准确描述体裁互文的实现方式,并通过考察体裁的多模态表征将体裁互文的概念从语言文字扩展到图文多模态语篇。本文通过对大量企业微博真实语料的分析,发现六种典型的语域混合模式,讨论了每种模式下多模态体裁的互文结构与交际目的,并总结出新媒体商务话语的五大特点,即杂糅性、推销性、会话性、情感化和娱乐化。This paper argues that new media business discourse is characterized by interdiscursivity and multimodality.From the perspective of register typology,asystematic analytical framework is put forward to explicate the realization of interdiscursivity,which can be clearly described by identifying socio-semiotic activities in the discourse.The concept of interdiscursivity is expanded to cover visual resources as well as linguistic resources by investigating multimodal features of genres.By analyzing a corpus of corporate posts collected from Sina Weibo,six typical modes of register hybridity are identified,and for each mode how multimodal genres are interdiscursively constituted and their communicative purposes are fully discussed.Based on the discussion,five characteristics of new media business discourse are summarized,that is,hybridization,promotionalization,conversationalization,emotionalization and recreationalization.

关 键 词：体裁互文性 多模态体裁 新媒体商务话语 语域类型学 

分 类 号：H030[语言文字—语言学]