基于技术接受模型的双语直播带货中英汉语使用研究:以东方甄选为例  

The Use of English and Chinese in Bilingual Live-streaming:The Case of Oriental Selection

作　　者：方强 FANG Qiang(School of Foreign Studies,Yanshan University,Qinghuangdao 066000,China)

机构地区：[1]燕山大学外国语学院,河北秦皇岛066000

出　　处：《湖州师范学院学报》2024年第3期98-105,共8页Journal of Huzhou University

基　　金：北京市社科基金研究基地重点项目“认知语法视角下补语事件表征的跨语言研究”(17JDYYA003)。

摘　　要：应用技术接受模型分析东方甄选双语直播间英汉语在时长、频率、编码的信息类型和语境等方面的异同。研究发现:英汉语均可用于编码技术信息模型中的商品信息介绍、信息接受和直播趣味性提高等方面,而场景信息和商品背景信息一般只编码为汉语。直播初期和直播火爆后,直播的交际目的不同。直播初期,直播目的是提升直播间和主播的信任度,故而英语是重要的人气提升手段;直播火爆后,商品销售(信息接受)是直播的目的,英语的使用量、地位和作用等明显降低。The Technology Acceptance Model is adopted to analyze the differences of English and Chinese in bilingual live streaming Oriental Selection in terms of length,frequency,information content and contexts.Both English and Chinese are used to encode product information,propose selling and enhance the enjoyment of the live streaming,while only Chinese is used to encode situational and background information.The communicative purposes are different in early days and popular days of the live streaming.In early days,its communicative purpose is to gain credibility for the live streaming room and the streamers,so English is an important means for its popularity;after the live streaming room becomes popular,its communicative purpose is to sell products,so the length,status and influence of English are significantly reduced.

关 键 词：双语直播 技术接受模型 交际目的 东方甄选 

分 类 号：H15[语言文字—汉语] H315