社交媒体语境下营销话语的语用身份研究——以广州新兴餐饮品牌为例

A Study on the Pragmatic Identity of Marketing Discourse in the Context of Social Media:Taking Guangzhou Emerging Catering Brand as an Example

语用身份是以社会身份为基础的,顺应交际目的和语境特征而建构的某一种或多种动态的交际身份。构建多样化的营销者语用身份是品牌利用社交媒体平台进行营销的重要话语手段。以广州本土新兴餐饮品牌为例,通过自建企业社交媒体营销话语小型语料库,系统考察新兴餐饮品牌的语用身份构建类型、特点;对千禧一代消费者展开问卷调查和访谈,得出其青睐的语用身份类型并基于话语实践类型理论给予相应策略。

Pragmatic identities are constructed by one or more dynamic communicative identities derived from social identities,conforming to certain communicative purposes and contexts.Constructing diverse pragmatic identities of a marketer in a marketing discourse is an important means of marketing on social media platform for brands of almost every kind.Taking the emerging catering brands in Guangzhou as an example,this paper investigates the types and characteristics of the pragmatic identity construction of thriving catering brands by establishing a mini-corpus of marketing discourse on social media,supported by a questionnaire survey and interviews with millennial consumers to find out preferred pragmatic identity types and offer writing strategies based on the theory of discourse practice types.