外宣话语的社会语境要素分析和功能意义解读——以中国进出口商品交易会为例

The Interpretation on Social Language Context Analysis and Functional Significance of the Global Communication Discourse——Taking the Trade Fair of Import and Export in China

展会是国家和地区经济发展的一面镜子,也是国家对外宣传的一个重要渠道。展会类外宣话语带有浓厚的政策指向性和文化亲和力,它是阶段性的,也是长期性的。本文选取近五年广交会外宣材料为语料,运用功能语言学的社会语境理论,分析展会类外宣话语撰写的特点和发展的趋势。结果表明,国家政策的变化、经济变幻的趋势、科技的日新月异、行业发展的动向、受众需求的变化、话语语义的多元化、话语模态的融合等要素均对外宣话语产生重要的影响。

As an important way of promoting a countryg image, exhibition is a mirror reflecting the economic development of a country and local society. Exhibition discourse of global communication, either short - termed or long - termed, is characterized by strong policy orientation and rich cultural traits. Based on the theory of social context from the perspective of functional grammar, this paper probes on the characteristics and the development trend of the exhibition discourse of global communication by analyzing the materials of global communication of Canton Fair in recent five years. The elements of social context such as the changes in the government policy, the tendency of the economy, the trend of the particular field, the upgrade of the technology, the alternations of the needs of the audience, the variety of meanings and modes of discourse ere, shed an important light on the exhibition discourse of global communication.