基于体裁分析的中美网络征婚广告对比研究

发布时间：2018-06-06 11:45

本文选题：网络征婚广告 + 语步分析　；参考：《山西师范大学》2012年硕士论文

【摘要】：近年来，随着网络技术的发展和普及，越来越多的单身者开始选择在征婚网站上发布征婚启事，期望通过这个新颖的途径寻觅到自己理想的伴侣。相比较报刊、杂志等传统纸质媒介，网络征婚具有其不可替代的优势，比如说更加方便快捷、受众更广等。网络征婚的根本目的就是吸引感兴趣并符合条件的读者主动与征婚者取得联系。为实现这一目的，征婚者通常会在征婚广告的结构、行文、内容上步步为营、颇费心思，以使其更加引人注意。因此，网络征婚广告在结构和内容上逐渐独具特色。究竟网络征婚者们是如何组织自己的文本从而实现其交际目的，这是本次研究所要解决的第一个问题。同时，作为一种社会行为，网络征婚必然会受到其所属社区的文化、社会价值观以及思维模式等因素的影响。因此，中英文网络征婚广告虽属同一体裁，却由于发布者不同的择偶观和婚恋观而在内容上有所不同。本文试图探究其中差异，并从社会文化角度给予合理解释，这是本次研究所要解决的第二个问题。本文作者从中国和美国的著名征婚网站“世纪佳缘”和“默契网”上随机抽取了各50篇征婚广告作为研究对象，运用Swales和Bhatia提出的语步分析理论模式，对这一百篇语料进行了详细的分析。研究结果表明，网络征婚广告是一种特殊的广告体裁，共由七个语步构成，其中语步3和语步4又各自包含14个和11个子语步。中美征婚者采用基本相似的语步结构，只有语步3的第1个和第14个子语步未在中文征婚广告中出现。在七个语步中，只有语步3是必选语步，其余六个均为可选。而语步3、4、5可被看作是网络征婚广告的核心语步，因其出现频次最高。相比传统的纸质征婚广告，网络征婚广告享有更大的发挥空间，因而体现出更加复杂和多样化的语步组合模式。此外，通过对每个语步和子语步的详细分析，本研究发现中国男性、中国女性、美国男性和美国女性这四个群体所发布的征婚广告在内容上各有差异，作者从以下几个方面对造成这些差异产生的原因进行了阐释：婚恋观和家庭观、择偶标准和对两性在未来关系中角色分担的期望。本研究旨在将语步分析理论的应用拓展到学术论文和商业广告以外的更加多样的体裁中，为了解当代人的择偶观和婚恋观提供一些有价值的信息，并且对中美文化在这些方面存在的差异进行探讨，以促进跨文化交际的顺利进行。此外，本文在体裁分析领域的探索还希望能够为英语课堂中阅读和写作的教学提供一些有意义的启示。
[Abstract]:In recent years, with the development and popularization of the network technology, more and more single people begin to choose to publish the advertisement on the website, hoping to find their ideal partner through this new way. Compared with traditional paper media, such as newspapers and magazines, online marriage solicitation has irreplaceable advantages, such as more convenient and faster, wider audience and so on. The basic purpose of online marriage is to attract interested and eligible readers to contact the applicant. In order to achieve this goal, the recruiter usually takes steps in the structure, writing and content of the advertisement in order to make it more attractive. Therefore, the network ad for marriage in the structure and content gradually unique. How to organize their own texts to achieve their communicative purpose is the first problem to be solved in this study. At the same time, as a kind of social behavior, online marriage is bound to be influenced by the culture, social values and thinking patterns of the community to which it belongs. Therefore, although Chinese and English online marriage advertisements belong to the same genre, they differ in content because of their different views on mate selection and love and marriage. This paper attempts to explore the differences and give a reasonable explanation from the perspective of social culture, which is the second problem to be solved. In this paper, 50 ads for marriage are randomly selected from Jiayuan and tacit Web sites in China and the United States, and the theoretical model of step analysis proposed by Swales and Bhatia is used. The 100 articles are analyzed in detail. The results show that online ad for marriage is a special type of advertising, which consists of seven steps, of which step 3 and step 4 contain 14 and 11 substeps, respectively. Chinese and American marriage recruiters adopt similar stride structure, only the first and 14th substep of step 3 are not found in Chinese marriage advertisement. Of the seven steps, only step 3 is optional, while the other six are optional. The third step can be regarded as the core step of online marriage advertisement because of its highest frequency. Compared with the traditional paper advertisement, the online marriage advertisement has more space to play, so it reflects a more complex and diversified combination of language and step. In addition, through the detailed analysis of each step and sub-step, this study finds that there are differences in the content of the advertisement published by the four groups: Chinese male, Chinese female, American male and American female. The author explains the causes of these differences from the following aspects: the concept of marriage and family, the criteria of choosing a spouse and the expectation of the sharing of roles between the two sexes in the future relationship. The purpose of this study is to extend the application of the theory of step analysis to more diverse genres beyond academic papers and commercial advertisements, and to provide valuable information for understanding the contemporary people's views on spouse selection and love and marriage. The differences between Chinese and American cultures in these aspects are discussed in order to promote the smooth progress of cross-cultural communication. In addition, this paper hopes to provide some meaningful enlightenment for the teaching of reading and writing in the field of genre analysis.
【学位授予单位】：山西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152;H315

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