批评性体裁分析视角下网购商家反馈语的话语类型模式分析  

A Generic Study on the Discourse Types of Online Businesses'Responses

作　　者：谢群[1] 王晓涵 Xie Qun;Wang Xiao-han(Heilongjiang University,Harbin 150080,China;Century College,Beijing University of Posts and Telecommunications,Beijing 102101,China)

机构地区：[1]黑龙江大学,哈尔滨150080 [2]北京邮电大学世纪学院,北京102101

出　　处：《外语学刊》2024年第3期48-55,共8页Foreign Language Research

基　　金：黑龙江省本科高校基本科研业务费项目“互联网视阈下的商家反馈语语用策略研究”(2023-KYYWF-E024);黑龙江大学杰出青年基金项目“多方交际中的和谐管理策略研究”(JC2021W5);黑龙江省教育教学改革项目“外国语言文学学科硕士研究生学术规范意识培养与能力评价研究”(SJGY20220215)的阶段性成果。

摘　　要：在网络购物中,商家反馈语是商家补救失误、挽回声誉的主要方式。商家基于这一功能实现其交际目的的话语为商家反馈语。本研究以404条成功的商家反馈语为研究对象,开展批评性体裁结构分析。研究发现,在文本-体裁维度中,商家反馈语共分为5个语步,每个语步中包含不同的步骤,且在不同的语步同现关系下有多种不同的组合模式;在专业实践维度中,商家反馈语融合阐释类话语、使能类话语、建议类话语、论辩类话语、社交类话语和承诺类话语,呈现出对企业危机公关体裁和广告促销体裁的弯折;在话语类型混合模式方面,商家有效调用话语类型资源,通过不同维度的多样组合,实现挽回信誉的交际目的。本文有助于为网络商家有效管理在线负面评论、开展企业培训提供借鉴,也有助于消费者规避潜在购物风险、提高网络购物的有效性。In online shopping,for the merchants,businesses'response is the main means to remedy mistakes.Based on 404 feedback messages from merchants,this paper conducts a critical genre structure analysis on successful merchant feedback messages.It is found that:(1)in the text-genre dimension,businesses’response is divided into five language moves,each containing different steps,and there are multiple different combination patterns under different co-occurrence relationships;(2)in the professionalpractice dimension,businesses'response integrates explanatory discourse,enabling discourse,suggestion discourse,argumentative discourse,social discourse,and commitment discourse,presenting a bend in the crisis public relations and advertising promotion genres of enterprises;(3)there are diverse kinds of integrated modes in businesses'response,either in the move or between the moves.This paper can provide reference for online merchants to effectively manage negative comments and conduct enterprise training,as well as help consumers avoid potential shopping risks and improve the effectiveness of online shopping.

关 键 词：商家反馈语 话语类型 体裁结构 交际目的 在线负面评论 

分 类 号：H030[语言文字—语言学]