文旅新媒体宣传中身份建构的人际语用研究

An Interpersonal Pragmatic Account of Identity Construction in New Media Publicity of Culture and Tourism Institution

基于语用身份论和关系管理理论,本研究以山东省文化和旅游厅公众号“好客山东之声”推文为语料,根据话语域、语体域和以言行事域三个维度的关系管理策略,探究推文中的语用身份建构和人际管理功能实施。研究发现,公众号发布者运用关系管理策略建构了美景展示者、美食分享者、产品推广者、朋友、历史文化宣传者和信息提供者的语用身份,以实施相应的人际管理功能,包括塑造积极的机构面子,维护受众的公平权和联络权,实现文旅宣传与和谐关系构建的交互目标;发布者通过动态建构语用身份以塑造良好的旅游目的地形象,提升区域软实力,推动文旅融合发展。

Based on the pragmatic identity theory and rapport management theory,this study analyzed data from the posts of“Voice of Friendly Shandong”,the public account of Shandong Provincial Department of Culture and Tourism,with the purpose of exploring the construction of pragmatic identities and the implementation of interpersonal functions in the posts according to strategies in the discourse,stylistic and illocutionary domains.It was found that the poster used rapport management strategies to construct the identities of scenery exhibitor,food sharer,product promoter,readers' friend,advocate of history and culture,and information provider,so as to realize the corresponding interpersonal functions,such as shaping a positive face of the institution,maintaining readers' right of equity and association,and achieving the interactional goals of cultural tourism publicity and the building of harmonious relationship.By means of the dynamic construction of pragmatic identities,the poster managed to shape a good image of the tourist destination,improve regional soft power,as well as promote the integrated development of culture and tourism.