新媒体语境下科普话语亲和力建构研究

A Study on Affinity Construction in the Popularization Discourse in NewMedia Contexts

中文关键词: 新媒体 微信公众号 科普话语 亲和力

英文关键词: new media  WeChat public accounts  popularization discourse  affinity

中文摘要:

      本研究以三个微信公众号中关于转基因的科普话语为研究对象，从知识导向和读者导向两方面分 析了科普话语中亲和力的建构。研究发现，微信公众号中的科普话语在词汇语法层和语义层体现了话语的 编码取向：互动性。这种编码取向不仅有利于话语亲和力的建构，而且也能体现作者的立场。

英文摘要:

      This article analyzes popularization discourse about GM on three WeChat public accounts in an attempt to identify the knowledge-oriented and reader-oriented discursive strategies for the construction of affinity. It is found that the coding of the popularization discourse is characterized by interactivity on the lexicogrammatical and semantic levels. Such a coding orientation plays an important role in the construction of affinity and the realization of the writer’s stances.