Investigating Interdiscursive Performance In Microblog Marketing Discourse From The Perspective Of GGA

With the emergence of new media,marketing activities are becoming more diversified,and the corresponding marketing strategies are also increased.Among them,microblog marketing has attracted extensive attention due to its large number of users and tremendous page views.It has also spawned a large number of fast fashion microblog marketing discourses which have attracted the attention of academia.In view of this,this thesis selects 275 posts from UNIQLO and H&M,the two representative foreign fast fashion clothing brands on microblog,as its research data,and adopts critical genre analysis with a topic introduction as the starting point.The aim of the thesis is to explore the interdiscursive performance of these posts so as to discover the business mechanism of how to achieve pragmatic success on microblog marketing.First,the thesis is based on Bhatia's(2017)critical genre analysis theory,Wu's(2010,2012)illustration of the classification and mechanism of interdiscursivity,and Sernovitz's(2006)5T word-of-mouth marketing model,so as to construct an analytical framework suitable for analyzing microblog marketing discourse.The thesis uses this framework to analyze the posts of these two clothing brands on their microblog from three dimensions: text-genre,professional practice,and professional culture.In the dimension of text-genre,it attempts to summarize the characteristics of generic structures and analyze the appropriation of generic resources;in the dimension of professional practice,it explores how marketing practice in posts is combined with other professional practices so as to promote the innovation of the professional practice in marketing discourse;also,in the dimension of professional culture,it investigates how marketing culture is intertwined with other professional cultures in the small but diverse social context of the microblog,thereby realizing the continuous renewal of professional culture in marketing discourse.There are three major findings in the present thesis.Firstly,in the dimension of text-genre,microblog marketing discourse mainly includes three types of interdiscursive performances,such as promoting products,establishing brands,and maintaining customer relations.The steps of posts for promoting products are diversified,which demonstrates their various product marketing strategies;the steps of establishing brands are relatively fixed,which implies that the brand building strategies are also relatively fixed;the steps of maintaining customer relations include more interactive elements,which shows that the ways they interact with customers are more active.Secondly,through four kinds of interdiscursivity,professional practices in different fields,such as character profiles,interviews,and fashion magazine guides,are absorbed into microblog's marketing practices,which obscures the appearance of marketing practice and makes its form more diversified,so that it's easier for readers to read through and thus achieve success in marketing practice.Thirdly,under the influence of four kinds of interdiscursivity,cultural tendencies such as localization,popularization,and equalization are intertwined with marketing culture on microblog,which promotes the development of marketing culture and achieves the pragmatic success of marketing discourse.The present thesis provides a new application case for critical discourse analysis.At the same time,to a certain extent,it broadens the study of interdiscursivity in the field of new media.In addition,this thesis provides some references to the improvement of marketing on new media,and it is hoped that it would be helpful for microblog users to extract useful information from the complicated world of marketing information.