人文社科类学术期刊微信公众号中论文标题语用策略的顺应性分析

A Study on the Pragmatic Strategies of the WeChat Paper Titles of Humanities and Social Science Academic Periodicals from the Perspective of the Linguistic Adaptation Theory

随着网络技术的迅猛发展,学术期刊微信公众号已成为传统纸质学术期刊运用数字媒体的一种新尝试。本文以CSSCI (2017—2018)来源期刊的微信公众号在2018年4月推送的论文标题为语料,从对物理世界、心理世界以及社交世界的顺应性角度出发,探讨了这些标题所使用的语用策略。研究发现,人文社科类学术期刊微信公众号为了扩大潜在读者群,进而形成自身鲜明的学术特色,通常会在标题设计时单一或综合运用如下语用策略:精练语言、前置主题,并采用多模态以顺应物理时空需求;跟踪热点、设置悬念以顺应读者求新求异的心理需求;适度采用大众流行语、利用共有知识以顺应社交互动需求。

With the rapid development of network technology, WeChat public account of academic periodicals has become a new attempt of traditional academic periodicals. By analyzing the titles of CSSCI(2017-2018) WeChat academic papers from April 1st to 30th, 2018, this paper discusses the pragmatic strategies employed in these titles, and their adaptation to the physical world, the mental world and the social world. The results show that in order to expand the potential readers and to form its own pragmatic features, WeChat paper titles of academic periodicals adopt the following strategies: the strategies of using concise expression, thematic fronting and multimodality adapt to the physical world of Wechat;the strategies of choosing hot topics and setting suspension meet the psychological demands of readers;the strategies of using buzzwords and common knowledge fulfill the requirement of social interaction.