语码转换在自媒体短视频营销中的结构特征与功能探析--以自媒体博主李佳琦的营销语言为例

Features and Functions of Code-switching in WE Media Marketing--Taking Li Jiaqi's Marketing Language as An Example

文章以李佳琦的营销短视频为例,探究语码转换在自媒体短视频营销中的语言特征和功能。语码转换在自媒体营销短视频中以句内转换为主,在句间语码转换中语言岛结构占嵌入语主要部分,在句内转换中词汇结构占主要部分。在两种转换中李佳琦营销短视频的整体语言结构都呈现出单一、重复和匮乏的特点,但这样的语言特征有利于塑造鲜明的个人风格,并得出语码转换在自媒体短视频营销中的功能:形成语言风格,吸引平台流量;利用语言地位,提高整体格调;减弱否定声音,化解产品不认同尴尬;主动创造语梗,营造幽默氛围;进行语言重复,增强心理暗示等。

Intra-sentential switching is relatively important in code-swtiching of WE Media marketing.In inter sentential switching,embedded vocabulary is the main part.In intra-sentential part,embedded language island is the main part.The embedded language shows simplicity,duplication and lack of vocabulary.It is conducive to shaping a distinctive personal style.The functions of code-switching include forming language style to attract internet users,using language status to improve overall style,weakening negative voice to avoid offending brands;creating humorous atmosphere,carrying out language repetition and arousing people's desire to buy.