淘宝网店名的社会语言学分析

发布时间：2018-06-08 06:29

  本文选题：网店名称 + 结构类型　； 参考：《南昌大学》2013年硕士论文

【摘要】：世界网络化已成为一种发展趋势,网络是一种改变社会观念、培育新文明的巨大力量。在我国,网络也已经深入人们的生活,逐渐改变着人们固有的生活方式,通过网络购物成为一种新的选择,被越来越多的人所接受。 而网络商店的店名也成为一种新的语言现象,既有传统模式的保留,又有变异模式的创新。本文以淘宝网店铺街的店铺名称作为研究语料,试图分析出网店名称基本的结构类型特征及语言特征,并在分析过程中贯穿与传统实体店店名的比较,然后再以系统功能语言学的语境理论为支撑对网店名称的语境进行研究探讨,找出网店名称变化的原因,为其提供一定的理论依据。 从结构类型方面来看,网店店名分为传统类型和变异类型两大部分,并且,变异类型所占比例更高,形式更多变,内容也更丰富。从语言特征方面来看,一是网店店名的文字形式多样,且纯汉字的网店店名偏向“奇数化”,其音节数普遍多于传统店名,以七、八、九音节为优。二是网店店名的语词来源比传统店名更宽泛,更具创造性,部分店名甚至颠倒了词义的褒贬性。三是网店店名中使用的修辞手法也相对较多,较灵活。从语境方面来看,分为情景语境与文化语境两部分,其中,情景语境包括网络环境、经营者与消费者的关系和交际方式等,文化语境包括传统文化、网络文化和消费文化三方面,通过对语境特征的研究,可知网店名称的变化是与当前语境相互顺应的结果。
[Abstract]:The network of the world has become a trend of development. The network is a great force to change the social concept and cultivate the new civilization. In our country, the network has also deepened the people's life, gradually changing the people's natural way of life, and it has become a new choice through the Internet shopping, which is accepted by more and more people.
The store name of the network store has also become a new language phenomenon, not only the traditional mode of reservation, but also the innovation of the variant mode. This article takes the shop name of the Taobao Street shop street as the research corpus, and tries to analyze the basic structure type and language characteristics of the name of the net shop, and through the analysis process, it runs through the traditional entity store name. Compared with the context theory of the system functional linguistics, the context of the name of the net shop is studied, and the reasons for the change of the name of the net shop are found out so as to provide some theoretical basis for it.
In terms of the structure type, the name of the shop shop is divided into two parts: the traditional type and the variant type, and the proportion of the variant types is higher, the form is more variable and the content is more abundant. In the traditional store name, seven, eight, nine syllables are excellent. Two is the name of the shop name is more broad and more creative than the traditional store name, and some store names even reverse the commendatory and derogatory characters. Three the rhetorical devices used in the shop name are relatively more and more flexible. From the context side, the context and cultural context are divided into two parts of context and cultural context, which are divided into context and cultural context. The context of the situation includes the network environment, the relationship between the operator and the consumer and the way of communication. The cultural context includes three aspects of the traditional culture, the network culture and the consumption culture. Through the study of the context characteristics, we can see that the change of the name of the net shop is the result of mutual compliance with the current context.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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