摘要
直播带货是一种新兴的销售方式,更是一种特殊的会话交流方式,需要掌握特定的会话技巧。由新东方转型的东方甄选直播间,主播带货话语信息过量策略突出,其中董宇辉运用该策略的效果更为典型。该文基于顺应理论,以董宇辉直播话语为语料,对解释性和扩展性信息过量类型进行细化,以期能够阐明该主播信息过量的生成机制和语用效果。研究发现,董宇辉的信息过量策略主要为两种类型:提供产品百科知识和情感价值。通过高度顺应心理世界、物理世界和社交世界等语境因素,达到了延长消费者驻守时间、维持活跃的直播间气氛、提高消费者再返机率、增强及提高产品的可信度和吸引力、树立教师型直播带货者的个人形象语用效果。
The live streaming with product promotion is an emerging sales method and a distinctive form of conversational communication,requiring mastery of specific conversational skills.The Oriental Selection live room,transformed from New Oriental,emphasizes a strategy of information overload in the discourse,with Dong Yuhui being a particularly illustrative example of its application.Drawing on Relevance Theory,this study refines the types of interpretive and elaborative information overload based on Dong Yuhui's live streaming discourse.The aim is to elucidate the mechanisms behind the generation of information overload by this host and its pragmatic effects.The research reveals that Dong Yuhui employs two primary types of overinformativeness strategy:providing encyclopedic knowledge about products and conveying emotional value.By closely aligning with psychological,physical,and social contextual factors,he achieves pragmatic effects such as prolonging consumer engagement time,maintaining an active live streaming atmosphere,increasing the likelihood of consumer return visits,enhancing product credibility and attractiveness,and establishing the image of an authoritative live streamer in the field of educational product promotion.
作者
范丽群
彭雨媚
FAN Liqun;PENG Yumei(School of Humanities and Foreign Languages,Hunan Agricultural University,Changsha Hunan,410000,China)
出处
《文化创新比较研究》
2023年第35期52-57,共6页
Comparative Study of Cultural Innovation
关键词
顺应性
信息过量
东方甄选
直播带货
语用效果
董宇辉
Adaptation
Overinformativeness
East Buy Holding Limited
Live commerce sales
Pragmatic effect
Dong Yuhui
