道德秩序视角下商务抱怨的语用研究

A Pragmatic Study of Business Complaints from the Perspective of Moral Order

商务语境下的抱怨、投诉、调解及其他不满行为往往与面子关照、关系管理、情绪管控等方面的人际语用问题有着紧密的联系,然而商务抱怨也可能涉及道德秩序及其违反。本研究针对网络电子商务中的客服交际,以“怎么”特指问句为话语线索,从道德秩序的视角探究商务抱怨实施的语用理据,以及商务抱怨的内在评价基础。研究发现,“怎么”特指问句话语常被用来表达负面情绪和态度,同时暗示被抱怨一方违反知识秩序、道义秩序等道德秩序,从而显示抱怨实施的合理性。这有助于深入了解抱怨的引发机制与评价基础,为网络语境下的商务话语和网络交际的语用学研究提供新视角。

Complaint,dissatisfaction,mediation and other disapproving behaviors in business contexts are often closely related to interpersonal pragmatic issues of face attentiveness,rapport management,and emotion management.However,business complaints can also involve moral order and its violations.Focusing on service encounters in online shopping setting,this study explores the pragmatic rationale for launching business complaints by means of“how-initiated”interrogatives from the perspective of moral order,and the underlying basis of business complaints as well.The result indicates that“how-initiated”interrogatives are frequently used to express negative emotions and attitudes,implicating that the complainee violates epistemic order,deontic order,or other types of moral order,thus justifying the complaint formulation.This study adds to our understanding of the launching mechanism and the evaluating rationale for complaints,and provides a new perspective for the study of business discourse and online interaction.