商务语境下企业公开道歉的语用策略研究  

Pragmatic Strategies of Corporate Public Apologies in the Business Context

作　　者：胡佳蓓 杨娜[1] Hu Jiabei;Yang Na

机构地区：[1]浙江工商大学

出　　处：《外国语文研究（辑刊）》2020年第1期49-65,共17页

基　　金：国家社科基金一般项目资助,项目名称为“网络会话分析视角下的建议话语语用能力构建研究”(编号:18BYY221)。

摘　　要：企业公开道歉是商务语境下道歉者就冒犯行为做出解释、修护受损身份面子和社会权利的人际社交行为,涉及道歉双方的和谐关系管理。本文以47则跨国企业的社交媒体公开道歉声明原文为语料,探讨商务类公开道歉中的语用策略及其特点。研究发现,企业公开道歉以直接致歉、解释说明、修复策略为主,较少使用自我归责、承诺规避及表达意志等策略。策略分布表明企业道歉主要致力于维护自身正面面子和自我降责,其次致力于修复听话人身份面子和社会权利;企业具有修复企业、直接被冒犯顾客和公众群体三方和谐关系的语用意识。Corporate public apology is the interpersonal social practice by which apologizers explain for their offences,and repair the damaged identity face as well as social rights.It closely relates to the mutual rapport management in interaction.Based on an empirical study of 47 corporate apology statements,this paper focuses on the pragmatic strategies of apology given by multinational corporations via social media platforms.It is found that strategies of expression of an apology,explanation or accounting and offer of repair are mainly employed,with less usage of acknowledgement of responsibility,promise of forbearance and expressing willingness of development.The distribution of strategies shows that corporates hold a preference to protecting their own positive faces and minimizing their responsibility of offences,and less frequently to repairing the hearers identity faces and social rights.It is argued that the corporates have strong pragmatic consciousness in fixing the triple rapport problem among multi-parties:corporations,the offended party and the overhearing public.

关 键 词：公开道歉 语用策略 商务语境 关系管理 

分 类 号：H315[语言文字—英语]