A Study On The Language Of E-commerce Live Streaming From The Perspective Of Discourse Analysi

In 2020,due to the impact of the epidemic,the e-commerce live broadcasting field has undergone earth-shaking changes,and its development potential is huge.The boom of the head anchor and so on reflects the broad prospects of the e-commerce live broadcast industry.It has become a key link in the Internet industry.Therefore,the research on the e-commerce live broadcast language is particularly important.The research object of this paper is e-commerce live language.Based on the live broadcast clips of typical anchors on Taobao,Tiktok and other live broadcast platforms,this paper analyzes and studies the language characteristics and pragmatics of e-commerce anchors in live broadcast delivery from the perspective of discourse analysis.The research content of this paper is mainly divided into three aspects:first,define the live broadcast language of e-commerce,and summarize its nature and classification.Secondly,from the three aspects of pronunciation,vocabulary and grammar,the characteristics of e-commerce live broadcast language are summarized as a whole.Thirdly,from the perspective of conversational implicature theory and context manipulation theory,this paper analyzes the pragmatic characteristics and pragmatic strategies of the live broadcast language of e-commerce,and explores the reasons for its success.The full text is divided into four chapters.In the introduction,we have described the current research situation of e-commerce live broadcasting language.Looking at the research of domestic scholars on e-commerce live broadcasting in recent years,we find that it mainly focuses on the two aspects of news communication and economic marketing,and mostly starts from a macro perspective.The research on the discourse analysis of e-commerce live broadcasting language is rarely involved.In the first chapter,we define the concept of live broadcast language of e-commerce and distinguish it from the language of physical promotion,advertising and TV shopping in detail.In the second chapter,we analyze and summarize the characteristics of e-commerce live broadcast language from three aspects:pronunciation,vocabulary and grammar.In the third chapter,we analyze the context manipulation strategies used by e-commerce live broadcast language from three aspects:deixis manipulation,pragmatic presupposition manipulation and pragmatic ambiguity manipulation.In the fourth chapter,we analyze the conversational meaning of the live broadcast language of e-commerce from the aspects of conversational cooperation and conversational politeness principle,and summarize the pragmatic strategies used.This paper aims to find out the relationship between the two and explore the language factors for the success of e-commerce live broadcasting by analyzing the characteristics of e-commerce live broadcasting language and the pragmatic strategies used.On the one hand,starting from the language itself,help people understand the essence of e-commerce live broadcasting;On the other hand,from the perspective of language norms,we will provide some valuable theoretical and empirical samples to jointly create a healthy and civilized live language environment.