摘要
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.
作者
邱晋
苏欣
QIU Jin;SU Xin(School of Foreign Languages, Chongqing Jiaotong University, Chongqing 400074, China)
出处
《重庆交通大学学报(社会科学版)》
2022年第3期105-112,共8页
Journal of Chongqing Jiaotong University:Social Sciences Edition
基金
重庆市社会科学规划外语专项项目“基于多模态语篇分析的‘一带一路’欧洲媒体视角中国形象研究”(2019WYZX22)。
关键词
趋近化理论
外国媒体
“618购物节”
国潮
网购
proximization theory
foreign media
“618 shopping festival”
China-Chic products
online shopping