热线问政答复话语中的形象管理研究

Image management in officials*radio-mediated responses to call-in complaints

现有研究政府形象的研究多为政府管理学及媒体学视角下的宏观考察,鲜有基于话语分析开展政府形象管理的微观探究。本研究以热线问政节目为语料来源,借鉴社会心理学有关自我呈现的相关观点,采用Spencer-Oatey提出的关系管理话语实践框架,分析政务人员在进行热线问政答复过程中表现出的形象管理类型以及话语实践方式。研究发现,政务人员既有建构亲和、负责等积极形象的获取型管理,也有解构消极形象的保护型管理,采用的话语实践方式主要包括为言语行为、特定文体选择以及强化观众参与度的话语标记,体现了新时代政府官员顺应民众期待的积极努力。

Existing studies on government image are basically macroscopic, adopting the perspectives of management and media, yet scant microscopic discussion adopting discourse analysis has been directed to government image management.This study, targeted at government officials’ radio-mediated responses to call-in complaints, attempts to examine the types and discursive practices of their image management by reference to social psychological views on self-presentation and the framework of discursive practices of rapport management proposed by Spencer-Oatey. It is found that government officials make acquisitive image management to construct positive(e. g., amiable, responsible) images, and protective image management to deconstruct negative images;discursive practices such as illocutionary acts, certain stylistic choices, and markers of caller engagement are adopted. All these manifest the government officials’ positive effort to adapt to public expectations in the new era.