伯克同一理论视角下对马云英语演讲的研究

发布时间：2018-06-17 04:19

本文选题：同一理论 + 马云　；参考：《广西大学》2016年硕士论文

【摘要】：根据2014年8月28日福布斯(BBI)排行旁公布的排名,阿里巴巴集团(Alibaba)创始人马云荣登中国首富。同年12月,马云超越李嘉诚,成为亚洲首富。2014年9月19日,阿里巴巴在美国纽约上市,以每股68美元的发行价成为美国融资额最大的IPO(首次公开募股)。由此,白手起家的马云被福布斯称为“中国的拿破仑”。马云的全球知名度不仅是因为他成为中国首富,更是因为他幽默诙谐的演讲给人们留下深刻的印象。作为电子商务的龙头企业,阿里巴巴一直被国内外关注着。随着阿里巴巴走向成功,马云也被陆续邀请到世界各地做演讲。马云以幽默且富有感染力的英文演讲一次次征服了在场的听众,成功地博得在场观众的热烈掌声。本文试图从伯克同一理论的角度探讨马云的英文演讲,分析他是如何使用修辞策略来达到演讲的目的。以往对演讲的修辞研究,大多基于修辞格和亚里士多德的三种修辞诉诸,较难取得新意。伯克的同一理论则为演讲修辞的研究提供新的视角。同一理论作为20世纪新修辞学的理论代表,已经日趋成熟。在研究方法上,本文采用定性与定量的结合,搜集马云从2008年到2015年在国内外的八篇英语演讲作为研究的数据进行分析。首先从修辞情境的角度分析马云的演讲目的和分歧等因素,然后从修辞形式和修辞内容的两大角度分析马云在英语演讲中所使用的修辞策略,分析马云是如何利用这些策略现实与听众的同一、达到演讲的目的。最后,本文还对马云使用的修辞策略频率进行统计,试图找出马云演讲的修辞策略偏好。因此,本文通过对马云英语演讲的分析,试图回答下列三个问题：(1)马云的英语演讲处于什么修辞情境下?；(2)马云在演讲中使用了什么修辞策略?；(3)马云是如何利用这些策略实现与听众的同一并达到他的演讲目的?在分析马云演讲的修辞情境中,本文主要从三个角度出发：演讲的紧迫性、演讲者和听众之间的分歧,以及演讲者的目的。通过分析,作者发现马云英语演讲的修辞情境决定了运用同一策略的必要性和重要性。为了达到修辞效果,马云从修辞内容和修辞形式两个方面出发,主要采用了同情认同、对立认同、误同,以及规约形式、重复形式、前进形式和修辞格形式等修辞策略。在同情认同中,马云从三个方面实现：寻求共同价值观、传播共同情感状态、展现演讲者的高尚品质。对立认同主要是用于号召听众共同面对经济困难、加强合作等方面的话题。误同主要是采用第一人称形式和模糊语来缩短与听众的距离。所选的八篇演讲稿几乎都采用了规约形式。重复形式主要是用来强调某些事情或某些观点的重要性。在马云的演讲中,他主要采用了隐喻、排比、对比和仿拟等修辞格手段。最后,本文通过定量统计,马云在七种修辞策略中较为偏爱使用同情认同策略和修辞格策略,分别占76%和55%。通过本研究,人们可以更好地了解马云的英语演讲风格,同时也拓宽了伯克同一理论的研究范围,有效检验了该理论的运用。该研究在英语演讲、写作等相关教学学习也有一定的借鉴意义。
[Abstract]:According to the August 28, 2014 ranking of Forbes (BBI), the Alibaba group (Alibaba) founder Ma Yun was the richest man in China. In December of the same year, Ma Yun surpassed Li Jiacheng, the richest man in Asia in September 19th, the Alibaba was listed in New York, America, and the largest us financing IPO (first public) for $68 per share. As a result, Ma Yun is called "China's Napoleon" by Forbes. Ma Yun's global popularity is not only because he has become the richest man in China, but also because of his humorous speech. As a leading enterprise in e-commerce, Alibaba has always been concerned at home and abroad. Ma Yun has been successfully invited to make speeches all over the world. Ma Yun conquered the audience with humorous and infectious English speeches and succeeded in gaining a warm applause from the audience. This article tries to discuss Burke's English speech from the perspective of the same theory and analyze how he uses rhetorical strategies. To achieve the purpose of speech, the previous study of speech rhetoric, mostly based on three rhetorical figures of rhetoric and Aristotle's rhetorical appeal, is more difficult to obtain new ideas. Burke's same theory provides a new perspective for the study of speech rhetoric. The same theory, as the theoretical generation of the new rhetoric in twentieth Century, has matured. Using the combination of qualitative and quantitative, this paper analyzes Ma Yun's eight English speeches from 2008 to 2015 as the data of the study. Firstly, it analyzes the purpose and differences of Ma Yun's speech from the perspective of rhetorical situation, and then analyzes the use of Ma Yun in English speech from the two angles of rhetorical form and rhetorical content. The rhetorical strategy analyses how Ma Yun makes use of these strategies and the same audience as the audience to achieve the purpose of the speech. Finally, this paper also tries to find out the rhetorical strategy preference of Ma Yun's speech by statistics on the rhetorical strategy frequency used by Ma Yun. Therefore, this paper tries to answer the following three questions through the analysis of Ma Yun's English speech: (1) horse In what rhetorical context of cloud's English speech? (2) what rhetorical strategies did Ma Yun use in his speech? (3) how did Ma Yun use these strategies to achieve the same purpose with the audience? In the analysis of the rhetorical situation of Ma Yun's speech, this article will start from three perspectives: the urgency of the speech, the speaker and the hearing Through analysis, the author finds that the rhetorical situation of Ma Yun's English speech determines the necessity and importance of using the same strategy. In order to achieve rhetorical effect, Ma Yun mainly adopts the two aspects of rhetorical content and rhetorical form, which mainly adopt sympathy identification, antagonism identity, error identity, and statute shape. In the sympathy identification, Ma Yun is realized from three aspects: seeking common values, spreading the common emotional state and showing the noble quality of the speaker. The opposition identity is mainly used to call on the audience to face the economic difficulties and strengthen cooperation. The first person form and the vague language are used to shorten the distance from the audience. The eight selected speeches are almost used in the form of the statute. The repetition is mainly used to emphasize the importance of some things or some points of view. In Ma Yun's speech, he mainly used metaphor, parallelism, contrast and imitation. In the seven rhetorical strategies, Ma Yun prefers to use sympathy and rhetorical strategies in the seven rhetorical strategies, accounting for 76% and 55%. through this study. People can better understand Ma Yun's English speaking style, but also broaden the scope of Burke's same theory and effectively test the application of the theory. Speaking, writing and other related teaching and learning can also be used for reference.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H315

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