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研究生:邱郁婷
研究生(外文):Chiu, Yu-Ting
論文名稱:台美臉書粉絲專頁之互動策略及商務華語教學應用
論文名稱(外文):Interaction Strategies in Taiwanese and American Facebook Fan Pages and Pedagogical Application to Business Mandarin
指導教授:謝佳玲謝佳玲引用關係
指導教授(外文):Hsieh, Chia-Ling
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:華語文教學系
學門:人文學門
學類:中國語文學類
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:157
中文關鍵詞:社群媒體粉絲專頁互動策略後設論述商務華語
外文關鍵詞:social mediafan pagesinteraction strategymetadiscoursebusiness Mandarin
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因社群媒體之互動特質,許多企業開始於社群媒體上行銷,其中臉書(Facebook)的粉絲專頁能強化企業與客戶之連結和互動(Coursaris,Van Osch, & Balogh, 2013; Dorčák, Pollák, Mudrík, & Nastišin, 2014; Negri, 2018)。有鑑於此,本文將台灣、美國連鎖超市之粉絲專頁作為研究對象,根據Hyland(2005)後設論述架構分析、對比兩者之互動策略標記,統計五類互動策略之使用頻率,並探討溝通目的是否會影響互動策略標記之使用,最後將研究結果應用至商務華語教學。
本文之華語語料為台灣連鎖超市的粉絲專頁貼文,而英語語料則為美國連鎖超市的粉絲專頁貼文,華語語料和英語語料各收集300筆。此外,依溝通目的之不同,本文將貼文分為利益型以及非利益型貼文,華語語料中的利益型貼文較多,而英語語料則以非利益型貼文為多數。
本文研究結果顯示,台灣、美國連鎖超市都在粉絲專頁貼文中使用了豐富的互動策略標記,但華語語料之語言形式比英語語料更為多元;華語語料的平均標記數量和句子數量皆多於英語語料,但互動策略標記於句子內的分布密度比英語語料更低;在各類互動策略標記的使用上,華語和英語之趨勢相同,使用頻率由低至高皆為規避、增強、態度、自我、參與標記;與非利益型貼文相比,利益型貼文中的平均標記數、平均句數皆更多,但台灣連鎖超市傾向於非利益型貼文中更密集地使用互動策略標記,而美國連鎖超市則在利益型貼文中更密集地使用標記。
整體來看,不論華語或英語,且無論何種內容類型之貼文,參與標記中的祈使句皆是最常見的互動策略,且規避標記都是較少使用的。本文將研究結果應用於商務華語教學,希望培養學習者於社群媒體上使用華語與他人互動之能力。
Numerous companies have begun to use social media as a marketing tool due to the interactive nature of social media platforms. In particular, Facebook fan pages are one of the most helpful tools for strengthening connections and interactions between companies and its clients (Coursaris,Van Osch, & Balogh, 2013; Dorčák, Pollák, Mudrík, & Nastišin, 2014; Negri, 2018). This study employed the five kinds of markers found in Hyland’s (2005) model of metadiscourse to analyze the fan pages of Taiwanese and American supermarkets, comparing the interaction strategies used in Taiwanese and American fan pages, as well as the frequency with different markers they appear; explored whether communication purpose affects how interaction strategies are used; and applied these research results to business Mandarin pedagogy.
This study collected 300 Mandarin-language posts from the fan pages of Taiwanese supermarkets, and another 300 English-language posts from the fan pages of American supermarkets. Based on different communication purposes, these 600 posts were divided into two groups—beneficial & non-beneficial. Posts written in Mandarin tended to fall more under the category of beneficial posts, while posts written in English tended to be more non-beneficial.
The results of this research showed that both Taiwanese and American supermarkets used various interaction markers in their posts, but that more language forms could be observed in Mandarin posts. On average, each Mandarin post contained more interactional markers and more sentences than posts in English. Conversely, interactional markers for posts in Mandarin not as highly spread out between sentences as those in English posts. In terms of usage frequency for the five markers, Mandarin and English posts were found to have the similar tendencies. Engagement markers were the most common, followed by self-mentions, attitude markers, boosters, and finally hedges for both Mandarin and English-language content. Taiwanese and American supermarkets both tended to use more interactional markers and more sentences overall in beneficial posts, though the average density of interactional markers was higher in Mandarin non-beneficial posts and English beneficial posts, and lower in Mandarin beneficial posts and English non-beneficial posts.
In summary, the use of engagement markers was the most commonly employed interaction strategy in both Mandarin and English posts, particularly in the form of imperative sentences, while hedges saw relatively less use among the five markers. Based on these conclusions, this study applied research results to business Mandarin pedagogy, in hopes of assisting learners of Mandarin as a second language in interacting with others in Mandarin in a social media setting.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的與問題 5
第三節 名詞釋義 6
第四節 本文架構 8
第二章 文獻探討 11
第一節 社會文化與溝通特性 11
一、集體主義及個體主義 11
二、華英溝通特性對比 14
第二節 社群媒體的溝通特徵 16
一、社群媒體與臉書 17
二、粉絲專頁的語言特徵 20
第三節 後設論述的互動式標記 24
一、後設論述的定義與重要性 24
二、後設論述的分類 26
三、互動式標記的研究概況 34
第四節 小結 36
第三章 研究方法 39
第一節 研究實施步驟 39
第二節 語料來源 40
一、研究對象 41
二、語料收集方式 43
第三節 語料分析與統計 44
一、語料篩選與分類 45
二、語料標記與統計 50
第四節 小結 57
第四章 研究結果與討論 59
第一節 華、英語料質化分析結果 59
一、華、英互動策略標記之語言使用 59
二、華、英互動策略標記常見詞語整理 80
第二節 華、英語料量化統計結果 84
一、華、英各類互動策略標記之使用比例 86
二、內容類型對互動策略標記之影響 93
第三節 研究討論 99
第四節 小結 105
第五章 教學應用 107
第一節 教學對象與教學目標 107
一、教學對象 107
二、教學目標 108
第二節 教學材料與教學建議 110
一、教學材料 110
二、教學建議 115
第三節 參考教案 122
第四節 小結 127
第六章 結論 129
第一節 研究結論與貢獻 129
第二節 研究限制與未來展望 133
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