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
谢群 1王晓涵2
作者信息
- 1. 黑龙江大学,哈尔滨 150080
- 2. 北京邮电大学世纪学院,北京 102101
- 折叠
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.
Abstract
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 professional-practice dimension,businesses'response integrates explanatory discourse,enabling discourse,suggestion discourse,argumenta-tive discourse,social discourse,and commitment discourse,presenting a bend in the crisis public relations and advertising pro-motion genres of enterprises;(3)there are diverse kinds of integrated modes in businesses'response,either in the move or be-tween the moves.This paper can provide reference for online merchants to effectively manage negative comments and conduct en-terprise 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Key words
online businesses'response/discourse type/genre structure/communicative purpose/online negative review引用本文复制引用
基金项目
黑龙江省本科高校基本科研业务费项目(2023-KYYWF-E024)
黑龙江大学杰出青年基金项目(JC2021W5)
黑龙江省教育教学改革项目(SJGY20220215)
出版年
2024
NETL
NSTL
万方数据