商务语篇修辞互文的语用功能

Pragmatic Functions of Intertextual Rhetorical Devices in Business Discourse

本研究以2011年以来华为年报为例,分析商务语篇修辞互文对企业身份的建构作用。研究从话语形式层面修辞互文资源识别入手,纵向深入话语体系层面探讨互文话语趋势,而后横向拓展到语用功能层面解读互文语用功能,提出集互文资源识别、话语趋势分析和语用功能解读于一体的商务语篇修辞互文社会语用分析模式。研究发现,用典互文和指代互文彰显话语商业化趋势,仿拟互文彰显话语民主化趋势。运用用典互文,宣传企业并劝诱读者,发挥营销说服功能建构企业营销身份;运用指代互文,组织语篇并教化读者,发挥舆理功能建构企业权威身份;运用仿拟互文,口语化语篇并亲近读者,发挥舆情功能建构企业亲民身份。

Using Huawei annual reports as data,this study analyzes rhetorical intertextuality in business discourse for the construction of corporate identity and proposes a socio-pragmatic framework for analyzing such intertextuality.The research identifies such rhetorical intertextual resources as allusion,reference and parody,and then examines the tendencies of discourse that these resources reveal.Finally,the study explores their constructive functions.The results conclude that allusion and reference demonstrate the discursive tendency of commodification while parody highlights the discursive tendency of democratization.In addition,allusion is with promotional and persuasive intent,constructing the corporation as a marketer;reference is used for reasoning and justifying,as well as constructing the corporation as a professional authority;and parody is undertaken for reader identification,constructing the affability of the corporation.