公益电商直播互动中多声源转述的人际结盟共建研究  

Co-Construction of Alliance Through Polyphonic Reported Speech in ChineseE-Commerce Live-Streaming Discourse for Public Welfare

作　　者：刘平 杨璘璘 LIU Ping;YANG Linlin

机构地区：[1]广东外语外贸大学外国语言学及应用语言学研究中心,广东广州510420 [2]广东外语外贸大学国际商务英语学院,广东广州510420

出　　处：《外语与外语教学》2023年第5期21-31,145,共12页Foreign Languages and Their Teaching

基　　金：国家社科基金重点项目“社会-语用共同体视域下网络和谐话语体系建构及引导机制研究”(项目编号:21AYY011);广东省普通高校创新团队项目“商务话语研究创新团队”(项目编号:2021WCXTD007)的阶段性成果。

摘　　要：本研究基于中央电视台的公益电商直播节目,从人际语用学的视角探究交际者的多声源转述特征、立场协同及实现的人际结盟共建。研究揭示了直播互动中完全协同和部分协同两种结盟模式。完全协同结盟模式通过塑造积极企业身份、保护消费者权益、提升消费者群体面子以及引发消费者情感共鸣等方式,加强关系结盟;部分协同结盟模式则通过维护消费者权益、调整立场以及关照消费者情感等行为,缓解立场趋异的潜在人际威胁,促进了人际结盟的修复。本研究揭示了机构话语和网络交际中人际关系结盟的语用机制,同时为直播经济时代构建和谐社会关系提供实践启示。Based on a corpus of Chinese live-streaming shopping for public welfare organized by China Central Television(CCTV),this study investigates the features of polyphonic reported speech,stance alignment,and co-construction of alliance from the interpersonal pragmatics perspective.The study identifies two modes of alliance construction in the interactive context of live-streaming:complete alignment and partial alignment.In complete alignment,the alliance is strengthened by constructing a positive corporate identity,protecting consumer rights,enhancing the face and identity of the consumer group,and eliciting emotional resonance among consumers.The partial alignment,on the other hand,mitigates potential interpersonal threats arising from divergent stances by safeguarding consumer rights,calibrating stances,and attending to consumer emotions,thereby facilitating the repair of alliance.This study uncovers the pragmatic mechanisms of alliance co-construction in institutional discourse and online communication.It also provides practical insights for fostering harmonious social relationships in the era of the livestreaming economy.

关 键 词：电商直播 结盟关系 多声源转述 人际语用学 

分 类 号：H0[语言文字—语言学]