历史社交语用学家强调话语、交际者身份以及历史社交语境之间的相互关系:话语建构交际者身份,同时话语和交际者身份建构都受到历史社交语境的影响和制约,随历史社交语境的变化而变迁。本研究基于历史社交语用学视角下的话语-身份-语境观,以上世纪80年代至今的商业广告语篇为例,结合定量统计和定性分析,追踪国内报纸广告中交际者的身份建构及其话语策略的历时变迁情况,并结合不同时期的历史社交语境的变化阐释话语和身份建构的语境制约性。
Historical socio-pragmatic scholars emphasize the following relation between discourse, interlocutors’ identities and historical socio-context: interlocutors’ identities are constructed discursively, and both identity construction and discursive strategies are constrained by historical socio-context and changes with the contextual development. Based on such a view, the present study attempts to conduct a diachronic analysis of advertisers’ identity construction from the 1980s to the 2000s, focusing on the diachronic changes of identity types and discursive strategies. Besides, the paper illustrates the context sensitivity of identity construction through the analysis of the influence of social cultures and values on identity construction.
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