Research On The Discourse Strategies Of E-commerce Anchors From The Perspective Of Pragmatics

With the rapid development of my country’s "Internet +" model and the digital economy of big data,cloud computing,and 5G artificial intelligence,especially since the new crown pneumonia epidemic,my country’s new media has moved towards the development of all media,which has accelerated the pace of deep media integration.Under such an era background,it has promoted the vigorous development of my country’s "Internet + live broadcast e-commerce" industry and also spawned a large number of emerging professions.Internet marketers,that is,e-commerce anchors have become live broadcast e-commerce in the all-media era and the key to the three elements of "people,goods,and field".2019 is the first year of live broadcast e-commerce.The cross-border public welfare live broadcast jointly carried out by CCTV anchor Zhu Guangquan and e-commerce anchor Austin Li has played an important role in leading enterprises to resume work and production in my country’s "post-epidemic" era and promoting the recovery of the national economy.It has promoted the rapid development of my country’s live broadcast e-commerce industry.Today,in the face of the new pattern of Internet media,my country’s live broadcast e-commerce has blossomed with unprecedented vitality and entered the era of "all-people live broadcast".The development model of "live broadcast + e-commerce" provides audiences with a convenient way to obtain information and meets people’s current self-demand for differentiated consumption.The influence of live e-commerce is not only reflected in the economic and consumption aspects,but also in the communication aspects such as the new public opinion discourse environment of my country’s mainstream media and the reshaping of new discourse forms under the Internet language environment.Under the interaction of social media,new media context,pragmatic subjects and language means of social e-commerce,the network language generated from the Internet media era is a network language based on network communication,with flexibility,interactivity,Fragmentation,etc.The language of e-commerce anchors bringing goods belongs to a spoken style different from the written style.In addition to abandoning the traditional mode of expression of the host’s "serious and eloquent",their language status,language characteristics and styles have turned to civilian expressions and diversity characteristics.In the selection and use of discourse strategies such as pronunciation,grammar,vocabulary,and rhetorical means,it shows unique pragmatic meaning and pragmatic value.This paper takes the knowledge of pragmatics as the starting point,takes the e-commerce Austin Li’s delivery language as the corpus,and uses the Grice’s cooperation principle and Leach’s politeness principle as the framework to explain how the e-commerce Austin Li follows the cooperation principle.A macro analysis of how to deliberately violate some of the principles of the cooperation principle to generate special conversational meanings will help to further promote the in-depth analysis of the pragmatic strategies of e-commerce anchors.In a specific context,the implicit meaning produced by the speaker’s direct and indirect language is the key content of pragmatic strategy and pragmatic conversational implicature analysis.It is worth thinking about what pragmatic strategies the e-commerce anchors in the Internet context use to allow the listeners to receive and understand the meaning of their words,so as to achieve the speaker’s communicative purpose and influence the listeners.Therefore,it is necessary to study the direct pragmatic strategies,indirect pragmatic strategies and non-audio language paralinguistic strategies of e-commerce anchors in verbal communication from a micro perspective.The study of pragmatics cannot be separated from the context,and the research on the discourse strategy of e-commerce anchors must rely on the context.How to use the live e-commerce platform to give full play to the language advantages,use pragmatic strategies to improve the communication effect and finally complete the purpose of verbal communication.Today,the live broadcast e-commerce industry under the boom of live streaming is full of problems,and the level of e-commerce anchors in new media and social media is even more uneven,and problems such as live broadcast "overturning" and discourse anomie occur frequently.Therefore,in the face of the cold thinking of the live broadcast e-commerce industry,on the one hand,we should put forward suggestions on improving external factors such as the media discourse environment,and on the other hand,considering internal issues such as the discourse norms of e-commerce anchors,hoping to cultivate high-quality,A composite e-commerce anchor,build a healthy and upward ecosystem of the live broadcast delivery industry,and make its own contribution to the sustainable development of the live broadcast delivery industry.At the same time,it also promotes the deep integration and development of traditional media and new media for the academic community to enter the live broadcast e-commerce industry,the construction of the discourse image of online e-commerce anchors and new media anchor groups on the Internet platform,and the development of e-commerce anchors’ discourse strategies.The related research on pragmatic function and value can provide some reference or guiding significance.This paper uses qualitative text analysis,cross-disciplinary analysis,case analysis and self-established corpus research methods to study the discourse strategies of e-commerce anchors from the perspective of pragmatics in a multi-dimensional and all-round way.It should be emphasized that the corpus studied in this paper is based on bottom-up qualitative research.In order to ensure the accuracy of the corpus,machine transcription is not adopted,but the selected discourse corpus for each period of delivery is manually transcribed.The frequency of use of each language strategy in the text was counted by quantitative research.