Key Opinion Leader's Character And Pragmatic Identity Construction In The Short Video

Identity has always been an important topic in the field of Humanities and Social Sciences.As academic thoughts have evolved from Essentialism to Constructivism,research on identity construction has become the "Central Stage of Social Science.”The factors that define identity are diverse,which involve both the orientation of self-identity and the identity given by society.Among them,language,as the most important communication tool of human beings,plays an important role in the reflection of identity Information.From the perspective of pragmatics,identity is a pragmatic resource available to both sides of the communication.In order to achieve a certain communicative purpose,the communicator can allocate this resource and dynamically construct it through language symbols and other means.Based on this assertion,Chen Xinren(2004)put forward the concept of"Pragmatic Identity"on the basis of adaptation theory,that is,the contextualized identity,which refers to the self or mutual identity the language user intentionally or unintentionally chooses,and the third-party identity of the individuals or groups the speaker or author mentions in the discourse.It is the pragmaticization of communicative identity,one of the important topics in the field of pragmatics research.With the continuous enrichment of network discourse in the Internet context,in order to compete for the"Flow Distribution Right"of the online market,short videos and other fields have formed KOL(Key Opinion Leaders)by using multimodal means such as text,image and video.Thus a new discourse system with distinctive identity is established,and a virtual character with an impression tag is fabricated.This kind of subjectively shaped,easily recognizable and iconic image is called"Personal Design".From the perspective of linguistics,its essence is the construction of the Pragmatic Identity of the subject.This study will use the 110 short videos content of the"TikTok"funny KOL"Duo Yu and Mao Mao Jie"as the source,and build a corpus with the NLPIR-ICTCLAS Chinese word segmentation system.It conducts a quantitative analysis of the"Personal Design"of the account and its construction mechanism under the framework of discourse practice.At the same time,based on Chen Xinren's Pragmatic Identity Construction Theory,the four dimensions of dynamic adaptation of Pragmatic Identity are used to qualitatively study the construction mode and universal law of the"Personal Design".This paper attempts to provide a correct guidance for the"Personality Consumption"of the Internet market.By studying the construction of identity under the pragmatic dimension,it guides KOL to play a suitable role in the conversation,and finally achieves the purpose of the transaction and realizes the monetary value of its content.