公共事件语境下微博媒体话语的关系管理研究

The rapport management in Weibo media discourse in public events

现有研究揭示了公共事件微博媒体话语的宏观、微观及多维度互动话语特征,但公共事件语境下微博媒体与网友互动中的关系维度却被学界忽视。本研究以关系管理理论为指导,运用话语分析和Python情感分析方法,探讨了公共事件语境下微博媒体与网友互动中的关系管理。研究发现,微博媒体通过凸显参与、同情准则及赞扬行为,在情绪维度实施积极的关系管理。微博媒体话语中转换话题、违反合作原则等策略则会阻碍交际目标的实现,在交际目标维度反映了消极的关系管理。网友则通过评价话语表达人际情感,对微博媒体积极或消极的关系管理进行人际评价。

Previous studies reveal the macro-and micro-discursive features of Weibo discourse in the context of public events as well as their multiple-dimensional interaction.However,little research explores the dimension of rapport between media and Internet users.Under the guidance of rapport management theory,this study combines discourse analysis and Python sentiment analysis in the discussion of rapport management in the interaction between media and Internet users in the context of public events.It is found that media builds positive rapport with regard to emotion through strategies such as highlighting involvement,observing Sympathy Maxim,and Giving praises.On the other hand,strategies including switching the topic and violating Cooperating Principle to hinder interactional goals,indicating negative rapport with respect to interactional goals.Finally,Internet users make interpersonal evaluation towards the Weibo media’s positive or negative rapport management by expressing interpersonal emotions using evaluative discourse.