本文是一篇英语语言学论文，本文基于陈新仁的人际元语用研究框架以及Spencer-Oatey的和谐关系管理理论，以东方甄选直播间主播的直播记录作为研究对象，抽样选取了108段主播和应对消费者抱怨的对话,首先分析主播采取的元语用策略，其次探讨主播如何通过元语用策略在互动中构建和谐人际关系，最后分析主播采取这些策略背后的语用动因。
Chapter One Introduction
1.1 Research Background
With the rapid development of Internet technology,online live streamingplatforms have become an emerging and important way of social interaction andentertainment in modern society.As a virtual space for instant interaction,the livestreaming room not only has entertainment and information dissemination functions,but also becomes an important place for real-time communication between anchorsand consumers.Live streaming platforms such as Taobao,Douyin,Kuaishou andXiao Hongshu have rapidly grown in popularity,attracting millions of consumersacross the country.These platforms are used for a variety of purposes,includinggaming,product demonstrations,social conversations,music performances andeducational content.Consumers can engage with anchors through real-timecomments,likes or virtual gifts,contributing to a highly interactive and dynamicenvironment.In this highly interactive process,anchors will inevitably face variousfeedback from consumers among which complaints are the most common form ofnegative feedback.How to effectively deal with consumers complaints has become akey factor for anchors to maintain their own image,enhance consumers stickinessand improve the quality of interaction in the live streaming room.
The booming development of the live streaming has made the professional rolesof anchors increasingly diversified and professional.Anchors not only need to haverich professional knowledge and excellent expression skills but also need to mastereffective communication skills especially when facing consumers complaints.Howto respond appropriately not only affects the anchor’s personal career developmentbut also has a profound impact on the user experience and overall operation of thelive streaming platform.
1.2 Research Objectives
The purpose of this study is to discuss the interpersonal metapragmatic strategiesused by anchors to deal with consumers complaints in the context of live steamingand to analyze the anchors’language choices to reveal how the anchors interact withthe consumers,alleviate the consumer’s emotions and establish a harmoniousinterpersonal relationship during the live streaming process.Chen(2022)proposedcorresponding metapragmatics based on Halliday’s three meta-functions of language:ideational metapragmatics,interpersonal metapragmatics and textual metapragmatics.Based on the interpersonal metapragmatic framework proposed by Chen(2022),thisstudy aims to comprehensively explore the interpersonal metapragmatic strategiesadopted by live streaming anchors when responding to consumer complaints.Thestudy will reveal the types of interpersonal metapragmatic strategies adopted byanchors when facing consumer complaints in the live streaming room.This includesidentifying and classifying different coping strategies,such as direct response,indirect response,topic change,humorous resolution,etc.and analyzing the impactof these interpersonal metaprgamtics strategies.By sorting out specific strategies,wecan have a clearer understanding of the common practices and selection basis ofanchors’language choice when dealing with negative feedback,thereby providingempirical support for enriching and expanding Chen’s interpersonal metapragmaticsframework.
The study will also explore the factors that affect strategy selection.The factorsthat anchors consider when choosing coping strategies may include the emotionalintensity of the consumer,the severity of the complaint content the anchor’s personalstyle and experience,etc.Exploring the factors behind the language selection canhave a better understanding of the mechanism of coping strategies used by anchors inthe context of live streaming.
Chapter Two Literature Review
2.1 Previous Studies of Live Streaming
Live streaming has become an emerging marketing model that has attractedmuch
