新媒体语境下安徽文化宣传话语中的语用身份建构和顺应

Construction and Adaptation of Pragmatic Identity in Anhui Culture Spreading Discourse in the New Media Context

在新媒体语境下,文化类机构公众号的发布者通过话语动态建构语用身份,以实现提升区域文化影响力和促进全民参与文化宣传的交际目标。以“安徽博物院”公众号最近一年发布的247篇推送为语料,根据话语内容及特征、称呼语和言语行为三种话语策略,从语用身份的视角分析发布者建构的历史文化宣传者、活动组织者、服务信息提供者、文创产品推销者和朋友的语用身份。基于Verschueren的顺应论,研究指出发布者语用身份的动态选择和话语建构反映了其对交际语境中物理世界、社交世界和心理世界的交互顺应,显示了文化类机构话语权威性与亲民化并重的语用走向。

In the context of new media,the owners of the WeChat official accounts set by cultural institutions construct the dynamic pragmatical identities through discourse,so as to achieve the purpose of enhancing regional cultural influence and promoting the participation of all people in cultural transmission.Taking the 247 articles posted on the WeChat platform of Anhui Museum in the recent one year as the corpus,according to three discursive strategies of discourse contents and features,address forms and speech acts,this study analyzes the pragmatic identities of historical and cultural propagandist,activity organizer,service information provider,friend,cultural and creative product salesman constructed by the owner of Anhui Museum official account.Based on Verschueren's adaptation theory,the study points out that the dynamic selection and discursive construction of these pragmatic identities reflect the author's interactive adaptation to the physical world,social world and psychological world in the communicative context,showing the pragmatic trend of paying equal attention to the authority and affinity of discourse in cultural institutions.