意向性视域下的“淘宝体”

Research on Taobao Style from the Perspective of Intentionality

淘宝体是近来流行的一种网络语体,最初只是出现在"淘宝网"的交易中,随后在朋友们的闲聊中也时有出现,最近甚至在教育、交通和政府部门的公文中也被采用。"淘宝体"的话语同其他任何话语一样,都是在话语主体的意识的意向性的统制下产生出来的。"淘宝体"的语言运用表现出一定程度的结构性"错误",具体体现在三个方面:交际主体的错位、交际环境的错置和交际话语的错序。但这三个"错"都不会对"淘宝体"的使用造成全局性的制约,"淘宝体"语言运用的基本特征表现为"错"与"不错"的糅合。"淘宝体"之所以流行,一方面是个人意向性转换为集体意向性的结果,另一方面是"淘宝体"作为一种语言范型,其规范性要求比较容易满足所致。

Taobao style is a new and popular internet language model which firstly used in the internet trade and then the chatting of friends, till now it is even adopted by some serious and conservative departments. More attention should be paid on it. Therefore, this article tries to perform a mental analysis from the perspective of intentionality for this language model. The research result has shown that there are structural ＂mistakes＂ emerging when Taohao style is used, namely, misplacement of communicational subject, malposition of communicationai environment and disorder of conversational logic. However, these three external ＂mistakes＂ won＇t influence the practice of Taobao style because of the existence of the internal logical relationship over the conversion. Generally speaking, Taobao style is accepted and it becomes popular because these so called ＂mistakes＂ show the correct logical relationship in a conversion, which shows the successful conversion from individual intentionality to collective intentionality on one hand and the low limited syntactical condition to form Taobao style on the other hand.