电商直播语言变体的性别对比分析  

Gender Comparative Analysis of the Language Variant of E-Commerce Livestreaming

作　　者：刘翔宇 

机构地区：[1]上海海事大学外国语学院,上海

出　　处：《现代语言学》2023年第4期1624-1629,共6页Modern Linguistics

摘　　要：本文选取了不同性别主播的8个直播回放视频的片段,收集其中的主播话语作为语料,对电商直播语言变体的性别对比进行分析。研究分为主播性别与直播产品使用者性别两个性别维度,通过对四个因素交叉影响的直播语言研究得出,在电商直播的独特语场下,性别差异必然会导致主播们在语言使用上有着某些差异,但同时因为处于同一语场,又具有某些共同之处。这些语言策略值得主播们学习以此扩大直播受众群体,提高直播带货从业者的业务能力,并使得直播语言规范化、合理化。This paper selects eight clips of live playback videos of female and male anchors and collects their discourse as a corpus to analyze the effect of gender on the language variant of e-commerce livestreaming. The study is divided into two gender dimensions: the gender of anchors and the gender of users of live broadcast products. Through the study of the language variant influenced by the intersection of four factors, it concludes that in the unique language field of e-commerce livestreaming, gender differences will inevitably lead to some differences in the language use of the anchors, but at the same language field they also have some common features. These language strategies are worth learning for anchors to expand reach of e-commerce livestreaming, improve the business ability of live-streaming anchors, and standardize and rationalize the language variation of e-commerce livestreaming.

关 键 词：电商直播 语言变体 性别差异 

分 类 号：G63[文化科学—教育学]