网络商务语境下不礼貌现象的语用分析
广东外语外贸大学, 英语语言文化学院, 广东广州 510420
| 摘 要： | 不礼貌现象是语用学研究中的重要议题，以计算机为媒介的交际(computer-mediated communication, CMC) 或以网络为媒介的交际 (internet-mediated communication, IMC)的普及与发展使得网络语境下的不礼貌现象在语用学研究中愈发占据重要地位。然而以往关于不礼貌现象的语用研究多聚焦在传统议题上，网络商务语境下的不礼貌现象还有较大研究空间。因此，本文旨在探究网络商务语境下商业行为主体所采取的不礼貌策略及其呈现的特征，以期为当代不礼貌研究提供新进路。本文以我国电子商务平台淘宝上商家与消费者的对话为语料，采用质性分析的方法，基于Culpeper和Bousfield的不礼貌观，分析了网络商务语境下不礼貌策略的选择，以及不礼貌现象的特征。研究发现，网络商务语境下不礼貌策略的选择具有多样化，包括直接不礼貌、正面不礼貌（否定对方，有意不合作以及詈骂）、负面不礼貌（威胁）、虚假礼貌和打断/回避；除此之外，说话人还采取非言语不礼貌策略，如重复使用标点符号以及使用表情符号，其中前者以感叹号等表达强烈感情色彩的标点符号居多。基于以上语料分析，本文认为网络商务语境下不礼貌现象呈现三个突出特征：时空的异步性加剧不礼貌现象；语气的虚拟性强化不礼貌现象；以及对话双方倾向于使用多重不礼貌策略，包括同一种不礼貌策略的重复使用及多种不礼貌策略的结合使用。本研究为网络语境下的不礼貌研究提供了一个新视野，充实了网络商务语境下不礼貌现象的研究内容，进一步推动了网络语用学的发展。 |
| 关 键 词： | 网络商务; 不礼貌观; 不礼貌策略; 语用特征 |
| DOI： | 10.57237/j.cll.2022.01.004 |
View:
Downloads:
收稿日期: 2022-09-24
接受日期: 2022-10-28
在线出版日期: 2022-11-01
Pragmatic Analysis of Impoliteness in the Context of Online Business
Faculty of English Language and Culture, Guangdong University of Foreign Studies, Guangzhou 510420, China
| Abstract: | Impoliteness is an important research issue in pragmatics. The popularity and development of computer-mediated communication (CMC) or internet-mediated communication (IMC) makes the impoliteness phenomena in the online context play an increasingly important role in the pragmatic studies. However, the previous pragmatic studies on impoliteness phenomena mainly focus on traditional issues, and there is still a large room for research on impoliteness phenomena in the context of online business. Therefore, this paper aims to explore the adoption of impoliteness strategies by subjects of commercial activities in the context of online business and its characteristics, in order to provide a new way for the contemporary study of impoliteness phenomena. Using the dialogue between merchants and consumers on the Chinese e-commerce platform Taobao as linguistic data and adopting the qualitative analysis method, this paper analyzes the selection of impoliteness strategies and its characteristics in online business context based on Culpeper and Bousfield’s theories of impoliteness. It was found that the choice of impoliteness strategies in online business contexts is diverse, including direct impoliteness, positive impoliteness (negation of the other party and intentional non-cooperation; insults), negative impoliteness (threats), mock politeness, and interruption/avoidance; in addition, speakers also adopt non-verbal impoliteness strategies, such as repeated use of punctuation marks and emojis, with the former predominating with punctuation marks that express strong emotions, such as exclamation marks. Based on the analysis of linguistic data above, this paper proposes that there emerge three obvious characteristics of impoliteness in online business contexts: the asynchronous nature of time and space exacerbates impoliteness; the virtual nature of tone reinforces impoliteness; and the conversational subjects tend to use multiple impoliteness strategies, including the repeated use of the same impoliteness strategy and the combination of multiple impoliteness strategies. This study sheds new light on the study of impoliteness in online contexts, enriches the study of impoliteness phenomena and further promotes the development of internet pragmatics. |
| Keywords: | Online Business; Impoliteness; Impoliteness Strategy; Pragmatic Characteristics |
基金
| 1. | 广东外语外贸大学研究生科研创新项目《英汉路径位移构式的认知对比研究》 (22GWCXXM－005) |
参考文献
| [1] | 冉永平等. 语用学十讲 [M]. 上海:上海外语教育出版社, 2021. |
| [2] | Locher, M. Introduction: Politeness and impoliteness in computer-mediated communication [J]. Journal of Politeness Research, 2010, (6): 1-5. |
| [3] | 冉永平，宫丽丽 & 杨青. 从“现实世界中的语用学”看研究的前沿态势 [J]. 外语教学与研究, 2018, 50(1): 133-141. |
| [4] | Verschueren, J. Understanding pragmatics [M]. Oxford: Oxford University Press, 1999. |
| [5] | 杨子 & 于国栋. 汉语言语不礼貌的顺应性研究 [J]. 中国外语, 2007, (04): 23-28. |
| [6] | 王传奔. 不礼貌言语行为的顺应性研究 [J]. 安徽理工大学学报(社会科学版), 2009, (01): 64-68. |
| [7] | 赖小玉. 家庭冲突中强势反对的不礼貌研究 [J]. 现代外语, 2014, (01): 42-51+145. |
| [8] | 王地利. 不礼貌言语的积极功能研究 [D]. 湘潭: 湖南科技大学, 2011. |
| [9] | 陈倩 & 冉永平. 有意不礼貌环境下身份构建的和谐-挑战语用取向 [J]. 外语与外语教学, 2013, (06): 15-18+28. |
| [10] | 张玮 & 谢朝群. 网络语境下不礼貌语用与身份建构分析——以微博研究为例 [J]. 当代外语研究, 2015, (05): 23-28+34+76. |
| [11] | 张玮 & 谢朝群. 驾校冲突话语中的规约化不礼貌程式与身份建构 [J]. 中国外语, 2016, (06): 45-52. |
| [12] | 周树江. 机构性网络抱怨语中的不礼貌现象分析 [J]. 西安外国语大学学报, 2016, (03): 56-60. |
| [13] | 陈倩 & 冉永平. 网络冒犯的人际不礼貌及其负面语用取效[J]. 外语与外语教学, 2019, (06): 48-56+146. |
| [14] | 郑欣蕾. 网络语境的不礼貌语言现象语用分析——以淘宝差评为例 [J]. 海外英语, 2018, (16): 237-238. |
| [15] | Feng, W., & Ren, W. Impoliteness in negative online consumer reviews: A cross-language and cross-sector comparison [J]. Intercultural Pragmatics, 2020, 17 (1): 1-25. |
| [16] | Culpeper, J., Bousfield, D., & Wichmann, A. Impoliteness revisited: with special reference to dynamic and prosodic aspects [J]. Journal of Pragmatics, 2003, 35 (10-11): 1545-1579. |
| [17] | Culpeper, J. Towards an anatomy of impoliteness [J]. Journal of pragmatics, 1996, 25 (3): 349-367. |
| [18] | Brown, P., & Levinson, S. C. Universals in language usage: Politeness phenomena. In E.N.Goody (ed.) Questions and politeness: Strategies in social interaction [C]. Cambridge: Cambridge University Press, 1978: 56-311. |
| [19] | Leech, G. Principals of Pragmatics [M]. London: Longman, 1983. |
| [20] | Bousfield, D. Impoliteness in interaction [M]. Amsterdam / Philadelphia: John Benjamins Publishing Company: 2008. |
| [21] | Lachenicht, L. G. Aggravating language: a study of abusive and insulting language [J]. Research on Language & Social Interaction, 1980, 13 (4): 607-687. |
| [22] | 陶乐心. 网络会话非言语礼貌策略研究 [D]. 北京: 北京大学, 2013. |
