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研究生:廖真慧
研究生(外文):Chen-HuiLiao
論文名稱:閩南語第一人稱複數包含式代名詞‘咱’於電台賣藥廣告語用功能之言談分析
論文名稱(外文):A Discourse Analysis of the Inclusive Pronoun ‘We/Lan2’ in Taiwan Southern Min: Its Pragmatic Functions in Radio Dietary Supplement Advertisements
指導教授:蔡美慧蔡美慧引用關係
指導教授(外文):Mei-Hui Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:外國語文學系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:103
中文關鍵詞:閩南語第一人稱複數包含式代名詞電台賣藥廣告語用言談分析
外文關鍵詞:Taiwan Southern MinFirst Person Plural Inclusive PronounRadio ProgramDietary Supplement AdvertisementsPragmaticsDiscourse Analysis
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本研究以台灣南部三位男性閩南語電台節目主持人的保健藥品廣告為語料,我們分析第一人稱複數包含式代名詞‘咱’於「敘述世界」與「真實世界」的指涉範圍與扮演之論旨角色,探究其語用功能。主要發現如下:主持人透過‘咱’將自己納入聽眾群的言談模式通常出現於廣告文本的「負面健康描述」情境(55%)與主持人鼓勵「聽眾採取治療行為」的情境(29%),前者將主持人形塑為聽眾健康問題之「共同經歷者」(74%);後者將之形塑為採取治療行為的「共同主事者」(64%)。據此我們推論出‘咱’的「危難分擔」之語用功能。我們進一步根據與‘咱’共現的其他言談模式進一步論證‘咱’的二個語用意涵:拉近與聽眾的社會距離,降低對聽眾的面子威脅。而主持人透過‘咱’將聽眾納入主持人及其工作團隊的言談模式則通常出現於廣告文本的「產品銷售資訊」(63%)與主持人對「產品正面描述」的情境(30%),前者將聽眾形塑為產品的「共同擁有者」(70%)及產品製作的「共同主事者」(27%);後者將之形塑為產品的「共同擁有者」(45%)及產品效用的「共同受事者」(37%)。具此我們推論出‘咱’的「功勞共享」之語用功能。我們進一步根據其他言談模式論證‘咱’的二個語用意涵:表示主持人對產品宣稱療效的謙虛,分散主持人的言談責任。
電台賣藥廣告非屬大眾求醫之主流途徑,然其普遍受到南台灣以閩南語為主要溝通語言之老年族群之歡迎,主持人之言談策略為關鍵之一。是以,上述言談模式應用於閩南語醫療互動(例如醫師與老年病人之溝通)之啟發為:醫療專業人員若能善用‘咱’在負面健康議題的討論,可展現與病人「危難分擔」之同理心,有助於與病患建立良好關係,也能以「功勞共享」的方式鼓勵病人採取積極的治療行動、提高其改善健康的意願。
This study examines the pragmatic functions of the Taiwan Southern Min first person plural inclusive pronoun‘lan2/we (including the addressee)’ used by three male radio program hosts in dietary supplement advertisements. By analyzing the semantic referent of lan2 in the hosts’ narrative world versus that in the real world and the thematic role lan2 plays in the discourse context it occurs, we observed the following patterns. The hosts’ use of lan2 which recruits himself as one of the audience member occurs in two typical contexts: ‘negative health situation’ (55%) and ‘action for preventive health measures’ (29%). Such usages portray the hosts as a partner who experiences the same health problem (i.e., the thematic role of ‘EXPERIENCER’ 74%) and takes therapeutic or preventative measurements for better health (i.e., the thematic role of ‘AGENT’ 64%). These two patterns lead to our first argument that lan2 in Taiwan Southern Min dietary supplement advertisements functions as ‘problem sharing’ since it designates the speaker as ‘a stakeholder in negative health situations’. The above findings demonstrate two pragmatic implications of lan2: ‘shortening the social distance with the audience’ and ‘reducing face-threatening effects on the audience’.
The hosts’ use of lan2 which recruits the audience as their team members occurs in two typical contexts: ‘product information’ (63%) and ‘positive description of products’ (30%). In the former context, the hosts portray the audience as a partner who possesses the product (‘POSSESSOR’, 70%) and a colleague who produces the product (‘AGENT’, 27%). While in the latter context, the hosts not only portray the audience as a partner who possesses the product (‘POSSESSOR’, 45%) but recruit the audience as the one who benefits from the product (‘PATIENT’, 37%). The patterns above lead to our second argument that lan2 functions as ‘credit sharing’ because it designates the audience as a solution provider who shares the achievements accomplished by the host and his team members. The above findings demonstrate two pragmatic implications of lan2: ‘showing modesty to the hosts’ self-claimed healing effects’ and ‘sharing the discourse responsibility with the audience’.
Although, seeking help for health problems via the dietary supplement advertisements in radio programs is not regarded as the mainstream approach and is even regarded as an inappropriate or harmful approach to users’ health, its popularity among the Southern Min elderly speakers in Southern Taiwan in some ways proves the hosts’ effective discourse strategy. Thus, it is possible to apply the above findings to the healthcare context involving Taiwan Southern Min elderly speakers in the following way. Appropriate use of lan2 may be helpful for health professionals to embody their role as a partner who shares the suffering of the patients (i.e., ‘empathy’) and the agent who help patients work out their health predicaments (i.e., the healer).
TABLE OF CONTENTS
ABSTRACT (CHINESE) i
ABSTRACT (ENGLISH) iii
ACKNOWLEDGEMENTS vi
TABLE OF CONTENTS vii
LIST OF TABLES ix
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Purpose of the Present Study 5
1.3 Research Questions 8
1.4 Preview of the Following Chapters 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 The Pragmatic Functions of FPPI Pronouns in Advertising Discourse 10
2.2 The Pragmatic Functions of FPPI Pronouns in Political Discourse 13
2.3 The Pragmatic Functions of FPPI Pronouns in Academic Discourse 16
2.4 The Pragmatic Functions of FPPI Pronouns in Other Discourse Genres 18
2.5 Summary 21
CHAPTER THREE METHODOLOGY 23
3.1 Data Collection 23
3.2 Data Analysis 26
3.2.1 Topic-Comment Construction 26
3.2.2 The Context and the Stage of Advertisement in Which lan2 Occurs 28
3.2.3 The Categories and Definitions of the Thematic Roles lan2 plays 38
3.2.4 The Semantic References of lan2 40
CHAPTER FOUR RESULTS 44
4.1 The Semantic References Designated by lan2 44
4.2 The Thematic Roles lan2 Plays 45
CHAPTER FIVE DISCUSSION 49
5.1 Problem Sharing 49
5.1.1 Shortening the Social Distance with the Audience 51
5.1.1.1 The Hosts Include Themselves in the Possible Roles to Achieve Cross-Role Alignment 52
5.1.1.2 The Hosts Include Themselves in the Impossible Roles to Achieve Cross-Gender Alignment 57
5.1.1.3 The Hosts’ Social Status Downgrading 62
5.1.2 Reducing Face-Threatening Effects on the Audience 66
5.1.2.1 The Choice and Switch of Personal Pronouns 67
5.1.2.2 The Use of Probability Words 74
5.1.2.3 Avoiding Accusing the Audience as the Agent of Poor Health Behavior 76
5.2 Credit Sharing 77
5.2.1 Showing Modesty to the Hosts’ Self-Claimed Healing Effects 79
5.2.2 Sharing the Discourse Responsibility with the Audience 81
CHAPTER SIX CONCLUSION AND IMPLICATIONS 84
6.1 Summary of the Main Findings 84
6.2 Implications of the Present Study 86
6.3 Limitation of the Present Study 90
6.4 Suggestions for Further Studies 90
6.5 Contributions 91
REFERENCES 95
English References 95
Chinese References 103
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