网络道歉语及道歉策略选择研究——基于美团外卖语料分析

Research on Internet Apology and the Selection of Apology Strategies—Based on the Corpus Analysis of Meituan Takeout

随着网络媒体的发展,人们的线上互动和交流日趋频繁。在此背景下,网络道歉语言和道歉策略研究逐渐成为社会语言学的焦点。网络道歉策略与线下有所不同,主要因为网络环境的匿名性和距离感。本文从研究网络道歉语的特点及道歉策略出发,基于300条美团外卖客户的差评、商家回复和用户追评,从搜集到的语料进行归类分析,发现网络道歉语的特点包括:称谓升级,商家拟人化,以及道歉语中感叹号的大量使用。此外,通过数据分析发现,取得较为积极的道歉效果的策略为“程式性道歉表达 + 提供弥补”道歉策略;取得较为消极道歉效果的策略为“程式性道歉表达 + 辩解解释”道歉策略。网络道歉语言与策略作为新兴的研究领域,与传统的道歉策略存在相似性,但也有其独特性。在数字化时代,理解这些差异及其背后的动因对于提高在线互动的质量具有重要意义。

With the development of online media, people’s online interaction and exchanges are becoming more frequent. In this context, the study of online apology and apology strategy has gradually be-come the focus of social linguistics. The internet apology strategy is different from offline, mainly because of the anonymity and distance of the network environment. This article starts from the characteristics of internet apology and apology strategies. Based on collected 300 Meituan takeout customer reviews, merchant replies and user follow-up comments, through corpus analysis, it is found that the internet apology has the following characteristics: upgrading appellations, an-thropo-morphizing merchants, and the extensive use of exclamation marks in apologies. In addition, through data analysis, it is found that the strategy of obtaining a more positive apology effect is the “explicit illocutionary force indicating device + an offer of repair” apology strategy;the strategy that achieves a relatively negative apology effect is the “explicit illocutionary force indicating device + an explanation or account of the cause which brought about the offence” apology strategy. As an emerging field of research, internet apology language and strategy are similar to traditional apology strategies, but they are also unique. In the era of digitalization, understanding these differences and the cause behind them are of great significance to improving the quality of internet interaction.