评价理论视角下文化对外传播效果的和谐话语分析——以YouTube平台国外网友英文评论为例

Harmonious Discourse Analysis of the Effect of Cultural Communication from the Perspective of Appraisal Theory—Taking the English Comments on YouTube as an Example

相对于传统的传媒途径,如今国家形象可以以互联网、手机媒体等数字媒体为传播途径,对外传播的主体变得越来越多元化,其中包括网红这一新兴群体,借助视频平台,该群体的文化传播影响力在全国乃是全世界日益发展壮大。本文选取YouTube平台李子柒的热门视频,自建视频评论英语语料库。在研究中,使用评价理论框架下的态度子系统为理论视角,同时结合和谐话语分析方法,借助UAM Corpus Tool、AntConc等工具研究语料中的特征和规律。研究发现,中国文化对外传播的反馈多使用积极态度,遵循和谐话语分析的“以人为本”假定和“良知”、“亲近”、“制约”三原则。本文认为,李子柒作品的海外评论反映出的态度遵循和谐话语分析的一个假定和三个原则,对中国传统文化对外传播、世界文化互通交流起到正面促进作用。

Compared with traditional media channels, the national image can now be spread through digital media such as the Internet and mobile phone media. The main body of external communication is becoming more and more diversified, including the emerging group of Internet celebrities. With the help of video platforms, the cultural communication influence of this group is growing in the country and the world. Based on the YouTube platform, this paper selects the popular videos of Liziqi and self-builds an English corpus of video comments. From the theoretical perspective of attitude system under the framework of Appraisal Theory, combined with the method of Harmonious Discourse Analysis, this paper uses UAM Corpus Tool, AntConc and other tools to study the rules and characteristics of corpus. It is found that the feedback of Chinese culture communication to the outside world mostly uses a positive attitude, following the “people-oriented” assumption of harmonious discourse analysis and the three principles of “conscience”, “closeness” and “restriction”. This paper holds that the attitude reflected in the overseas criticism of Liziqi’s works follows one assumption and three principles of Harmonious Discourse Analysis and plays a positive role in promoting the dissemination of Chinese traditional culture and the world cultural exchange.