从趋近化视角看中国青年网购消费倾向的转变——以外媒“618购物节”相关报道为例

Changes of Chinese Youth's Online Shopping Tendency from Perspective of Proximization Theory Taking Foreign Media's“618 Shopping Festival”Reports

以外媒“618购物节”相关报道为研究对象,借助趋近化理论,从空间、时间和价值趋近化三个角度进行批评话语分析,挖掘趋近化策略隐含的意义建构,揭示外媒对中国青年热衷网购国潮商品的消费转变所持的态度。研究发现,外媒在报道中多使用空间和时间趋近化策略,凸显外媒对于中国品牌崛起,特别是对中国品牌广泛采用社交软件和电商平台联合营销的新手段感到威胁;在价值趋近化方面,外媒却传递出对这种营销手段的不认可。

Based on foreign media's“China 618 Shopping Festival”reports,the paper conducts a critical discourse analysis from spatial-temporal-axiological perspective in proximization theory and explores the implied meaning of the foreign media via proximation strategy,so as to reveal foreign media's attitude towards the changes of Chinese youth's enthusiasm for online shopping of China-Chic products.It is found that foreign media often use spatial and temporal proximization strategies in their reports,which highlight their feelings of being threatened by the emerging Chinese brands,especially by the frequent new collaboration of social apps and e-commerce platforms in promoting sales.From the axiological aspect,the reports convey disapproval of the promotion strategies.