Crafting"Identity":Mutual Recognition of Politeness in Consumer Interaction on E-commerce Platforms
Pragmatic identity functions as a vital communicative tool in online dialogues,shaping the strategic discourse choices of participants.Amid the landscape of anonymity and equality online,e-commerce platforms have created dynamic communication arenas for consumers.The array of identities cultivated by consumers on these platforms reflects the practical representation of shared communicative norms in the digital era.Guided by cultural norms promoting harmony,communicators employ polite expressions tailored to the context,facilitating mutual recognition of identities,fostering collaborative relationships,and leveraging relational dynamics to construct identity through courteous evaluations,thus advancing communicative objectives.Fluid and time-bound pragmatic identities crafted by consumers often supersede inherent identity traits,significantly influencing the effectiveness of interpersonal communication in virtual environments.With the interplay of interactive mechanisms and digital traces,politeness transcends its role as a communicative tool,evolving into a moral benchmark for shaping one's image,thereby shaping the discourse decisions of communicators and underscoring the metapragmatic awareness of identity construction.Nevertheless,interactive exchanges among consumers on e-commerce platforms are characterized by a level of"surface intimacy"in interpersonal interactions,wherein blurred relational boundaries accelerate the formation of online communities,albeit at the expense of traditional relationship stability.