自媒体时代网络募捐语篇的语言学分析——以罗一笑事件为例  

Linguistic Analysis of Online Fundraising Discourse in theWe-Media Era: A Case study of “Luo Yixiao Event”

作　　者：胡延伟 申丹[2] HU Yanwei;SHEN Dan(School of Foreign Languages,China University of Petroleum-Beijing,Beijing 102249,China;School of Foreign Languages,Peking University,Beijing 100871,China)

机构地区：[1]中国石油大学(北京)外国语学院,北京102249 [2]北京大学外国语学院,北京100871

出　　处：《山东外语教学》2022年第6期20-29,共10页Shandong Foreign Language Teaching

基　　金：教育部人文社科规划基金项目“多模态能源舆情话语的认知批评研究”(项目编号:21YJA740055)的阶段性研究成果。

摘　　要：进入自媒体时代,微信朋友圈成为大众获取信息和传递信息的重要途径。个人网络募捐是借助微信朋友圈发展起来的新型募捐形式,同时也出现了不少诈捐事件。迄今为止,尚未见对网络募捐(遑论诈捐)这种新的言语交际类型展开语言学研究。本文尝试采用相关语言学理论,对一起网络诈捐事件“罗一笑事件”进行系统的语言学分析,揭示募捐文本《罗一笑,你给我站住》误导读者、实现感人效果的语言手段。研究发现,与传统意义上的募捐(即组织机构发起的募捐)不同,个人网络募捐注重的是通过特定语言选择表达情感诉求。募捐目标的实现不仅有赖于与读者的信息交流,而且更加有赖于通过语言与读者进行的情感交流。《罗一笑,你给我站住》不仅突出体现了如何通过语言手段来误导读者从而进行诈捐的特点,而且也很好地体现了个人网络募捐这一文类注重营造感人效果的语篇特点。本文旨在聚焦自媒体时代的新型言语交际类型,探索其语言学研究路径,同时也希望通过分析诈捐语言手段和涉及的情感交流,从一个新的角度丰富相关语用学和语篇人际功能方面的研究。As we enter into the we-media era,WeChat Moments has become an important channel for the public to obtain and transmit information.Individual online fundraising is a new form of fundraising that comes with the development of new media and that is noted for the frequent occurrence of fraudulent cases.Up to now,there has been no linguistic study on this new type of linguistic communication,let alone on fraudulent cases.Drawing on relevant linguistic theories,this paper makes a systematic linguistic analysis of an online fundraising fraud“Luo Yixiao Event.”It aims to reveal the linguistic means of misleading and moving readers adopted by the fundraising text“Luo Yixiao,hold on!”It is found that individual online fundraising differs from traditional fundraising as initiated by organizations and it lays more emphasis on emotional appeal.Whether it can achieve its goal depends on its communication of emotion as well as information with readers.“Luo Yixiao,hold on!”not only exemplifies how fraudulent fundraising texts manage to mislead readers through linguistic means,but also reflects the generic characteristics of individual online fundraising,which focuses on creating a moving effect.This paper aims to draw attention to this new type of linguistic communication that has emerged in the we-media era and explore the ways of investigating it.It also hopes to help enrich the relevant pragmatic research and text linguistic studies on interpersonal function by analyzing the linguistic means and emotional communication involved.

关 键 词：个人网络募捐 诈捐 信息交流 情感交流 语言手段 

分 类 号：H030[语言文字—语言学]