国内以消费者为终端电商修辞人格建构对比分析——以淘宝、天猫、微商为例

An Analysis and A Contrast of The Ethos Projection Methods of China’s B2C and 2P-commerce——Taking Taobao, T-mall and Wechat Salespersons as Examples

电子商务是一种基于互联网的修辞行为,电子商务卖家建立可信的修辞人格对其产品销售具有重要的意义。在借鉴Todd S. Frobish修辞人格模型的基础上,按照修辞人格要素内在的逻辑框架为线索,结合修辞人格经典理论,特别是亚里士多德、西塞罗、坎贝尔、伯克等人有关于修辞人格的学说,以淘宝、天猫、微商为例,对我国国内B2C及P2P两种主要类型的电商平台修辞人格表现方式进行分析,并比较其异同。研究发现:B2C电商和P2P电商都通过彰显美德、善意、知识、实践智慧等修辞人格要素,并通过认同策略及援引外部权威源来凸显修辞人格,但是他们的呈现方式却因其媒体特性、受众属性、约束机制而各自显示出不同的特点,并各具优势和劣势。

E-commerce makes itself as kind of rhetoric and the projection of convincing ethos has an im. portant bearing upon the transaction. This essay, referencing to Todd S. Frobish’s ethos model and classical ethos theories, especially those of Aristotle, Cicero, Campbell and Burk, attempts to research into the demon. stration strategies of ethos, as shown by sellers from B2C and P2P E-commerce platforms in China. The differ. entiation of how either party projects its ethos are also revealed in this essay. Our study shows that both B2C business and PCP business construct their ethos by the manifestation of such ethos components as good will, virtue, knowledge and practical wisdom. However, subject to medium features, audience and administrative mechanism, they have their own peculiar characteristics, advantages and disadvantages in projecting their ethos.