Identity Construction Of The Anchors In Live Streaming Programs From The Perspective Of Pragmatics

People play different identity roles in daily life,identity and identity construction have always been one of the hot topics in various disciplines.In recent years,domestic and foreign scholars have conducted research on identity construction from different perspectives such as linguistics,pragmatics,systemic functional linguistics,and critical discourse analysis.With the continuous development of e-commerce platforms,live streaming has gradually become a research hotspot in academia,and live streaming shows have become a very common way of shopping in people’s daily life.People have injected more interest and research into live broadcasting,but there is little research on the identity construction of anchors in live streaming programs.This thesis,based on the analysis and reference of previous studies,selecting 5different anchor live streaming programs from Tik Tok APP as the research corpus,and dividing it into 50 Chinese segments according to the content,using the qualitative combined with quantitative research methods,employs Tracy’s(2013)identity theory,combing the core of adaptation theory to make an analysis of process of the anchors’ constructing identity in live streaming shows.This research mainly explores the following three questions:(1)What identities do the anchors construct in the live streaming programs?(2)What language strategies do these anchors use to construct these identities?(3)Why do the anchors construct these identities in the live streaming programs?The research results show that through anchors using some effective language strategies to mainly construct the following five identities in live streaming programs:namely host identity,expert identity,seller identity and customer identity.When constructing their identities,the anchors mainly adopt these language strategies,such as questioning,controlling topics,lexical choices,rhetoric,address forms,personal deixis,etc..At the same time,this thesis points out that these identities constructed by the anchors are dynamic.In this process,the anchors use different language strategies to switch their identities according to different contexts.And the main reasons for the anchors’ constructing different identities in live streaming programs are as follows:adapting to social convention,adapting to virtual environment,and adapting to audiences’ psychological world.This research has important theoretical and practical significance.Theoretically,this research uses Tracy’s identity theory to analyze in detail the pragmatic identity construction of anchors in live streaming program,enriching the relative research on identity.At the same time,it also provides a new research perspective for the anchors’ research in live streaming program.Practically,this research has important practical guiding significance for how the anchors in live streaming program use language strategies to construct their identities and shape their image,so as to win the trust of consumers and promote successful communication.