语域理论视阈下直播带货主播的话语表达分析与重构  

Discourse Analysis and Reconstruction of Live-streamers from the Perspective of Register Theory

作　　者：王宁[1] WANG Ning(School of Foreign Languages,Kaifeng University,Kaifeng 475004,Henan)

机构地区：[1]开封大学外国语学院,河南开封475004

出　　处：《开封大学学报》2022年第2期38-43,共6页Journal of Kaifeng University

摘　　要：从语域理论视角看,我们认为,在网络直播带货语场中,主播以夸张化、日常化与戏剧化的话语表达方式,建构了一个大众狂欢式视觉消费场景,实现了产生感官刺激、激发购买欲望、维系亲密关系和建构身份认同的话语表达意旨。从另外一个角度看,主播的直播带货活动也产生了一些负面社会影响,比如诱导购物者进行非理性消费等。受其影响的购物者的消费行为属于被诱导的消费、闭环式消费,购物者容易掉入消费陷阱。对此,应当深入分析这种负面影响产生的原因,在研究探讨直播带货主播的话语表达分类和特征的基础上,从语旨(即话语表达的内容、目的和功能)和语式(即话语表达方式)两个方面出发,采用合理的对策,重构网络直播带货主播的话语表达范式,促使网络直播带货活动朝着良性、健康的方向不断发展。From the perspective of register theory,live-streamers construct the visual consumption scene of mass carnival by means of exaggerated,daily and dramatic discourse style in the field of live streaming e-commerce to realize the discourse tenor of inducing sensory stimulation,stimulating purchasing desires,maintaining intimate relationship and constructing identity.Meanwhile it causes a series of negative social problems such as induced behaviors of consumption,closed-loop consumption activity and irrational consumption trap.The author advocates that adopting reasonable countermeasures and constructing the discourse of live streaming e-commerce starting from the tenor(content,purpose and function of the utterances)and mode(style of the utterances)can promote the live streaming e-commerce towards the benignant and healthy development by analyzing the classification,characteristics and the causes of its negative influence of discourse of live-streamers.

关 键 词：语域理论 直播带货 话语表达诱发 

分 类 号：H0[语言文字—语言学]