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
方强1
作者信息
- 1. 燕山大学外国语学院,河北秦皇岛 066000
- 折叠
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.
Abstract
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Key words
bilingual live-streaming/TAM(Technology Acceptance Model)/communicative purpose/Oriental Selection引用本文复制引用
基金项目
北京市社会科学基金研究基地重点项目(17JDYYA003)
出版年
2024
NETL
NSTL
万方数据