隐藏或凸显:电子商务语境中店主宏观社会身份的建构情况研究  

Concealing or Highlighting:A Study on the Construction of Shop Owners Macro Social Identities in E-commerce Context

作　　者：何荷 袁周敏[2] He He;Yuan Zhoumin

机构地区：[1]西南大学 [2]南京邮电大学

出　　处：《外国语文研究（辑刊）》2019年第1期70-81,共12页

基　　金：“中央高校基本科研业务费专项资金资助”(项目编号:SWU1709637)的阶段性成果。

摘　　要：随着电子商务的普及率越来越高,网络销售交际已逐渐成为一种重要的日常交际。尤斯(Yus,2011)认为,在真实世界中,宏观的社会既得品质,如种族、性别、国籍等与话语的关联最为显著,但在虚拟世界中则变得最为微弱。受该观点启发,本研究吸收学界将身份看作一种语用资源的观点,基于第一手语料,考察了淘宝商品描述中店主建构的宏观社会身份,其话语实践方式以及建构特点。结果显示,店主在宏观社会层面为自己建构了地域、年龄和性别身份。其中,地域身份通过直接界定和方言的使用建构,年龄和性别身份的话语实践均体现为直接界定和称呼语的使用。此外,研究还发现,店主宏观层面的身份建构具有低建构率、分裂化、地域局限性和产品依赖性等特点。With the popularization of e-commerce,online shopping contact has been gradually evolving as a widespread social interaction in recent years.Yus(2011)holds that the macro-social aspects of discursive identity(including race,gender,nationality,etc.),the most notable dimensions in the physical world,undergo a process of minimization in the virtual world.In light of this,and on the basis of the view that identity is one of the pragmatic resources,this study sets out to investigate the macro-social identities that Taobao shop owners construct in the merchandise descriptions,as well as their linguistic realizations and characteristics.The findings show that regional,gender and age identities are constructed through direct naming,using specific address terms and dialects.In addition,the results also reveal low frequency,fragmentation,regional limitation and merchandise reliance of identity construction.

关 键 词：电子商务语境 宏观社会身份 身份建构 

分 类 号：F713.36[经济管理—产业经济] H030[语言文字—语言学]