制造“身份”:电商平台消费者交际中的礼貌互认

Crafting "Identity":Mutual Recognition of Politeness in Consumer Interaction on E-commerce Platforms

语用身份作为网络会话中重要的交际资源,影响交际双方话语的策略性选择。在匿名、平等的网络语境基础上,电子商务平台为消费者开拓了场景性的交际场域,消费者在电商平台中制造的多元身份展现了数字时代网络群体对交际规约的价值共识在实践层面的话语表征。基于和谐取向的文化规约,交际双方通过使用与语用距离适切的礼貌表达互认身份,共建合作关系,或利用关系语境建构身份塑造礼貌评价以促进交际目标的实现。消费者建构的临时的、流动的语用身份替代固有身份属性成为虚拟语境下影响人际传播效果的关键因素,在互动机制与数字足迹的双重作用下,礼貌从交际资源转变为形象塑造的道德标准,制约着交际者的话语选择,凸显了交际者身份建构的元语用意识。然而,电商平台中消费者之间的互动交际属于“表面亲密”的人际互动,模糊的关系结构边界加速了网络社群的建立,也削弱了传统关系结构的稳定性。

Pragmatic identity functions as a vital communicative tool in online dialogues,shaping the strategic discourse choices of participants.Amid the landscape of anonymity and equality online,e-commerce platforms have created dynamic communication arenas for consumers.The array of identities cultivated by consumers on these platforms reflects the practical representation of shared communicative norms in the digital era.Guided by cultural norms promoting harmony,communicators employ polite expressions tailored to the context,facilitating mutual recognition of identities,fostering collaborative relationships,and leveraging relational dynamics to construct identity through courteous evaluations,thus advancing communicative objectives.Fluid and time-bound pragmatic identities crafted by consumers often supersede inherent identity traits,significantly influencing the effectiveness of interpersonal communication in virtual environments.With the interplay of interactive mechanisms and digital traces,politeness transcends its role as a communicative tool,evolving into a moral benchmark for shaping one's image,thereby shaping the discourse decisions of communicators and underscoring the metapragmatic awareness of identity construction.Nevertheless,interactive exchanges among consumers on e-commerce platforms are characterized by a level of "surface intimacy" in interpersonal interactions,wherein blurred relational boundaries accelerate the formation of online communities,albeit at the expense of traditional relationship stability.