中德網路評論之跨文化讚美言語行為對比

Abstract

讚美是日常生活中經常出現的言語行為。過往以讚美言語行為為主題的研究大多皆聚焦於面對面溝通，較少以網路溝通中的讚美言語行為作為研究主題。此外，在跨文化語用學研究中，讚美行為對比的文獻中多數以英文對比其他語言為主，對比中德讚美言語行為之研究仍為少數。本研究欲藉由網路語境中之真實語料，對比中德讚美言語行為，探討其中異同之處，因此本研究以在臺灣與德國皆具代表性的旅遊評論網站《Booking.com》作為語料來源，蒐集中、德語料共1200筆，語料發表時間介於2018至2021之間，本研究的分析重點為中文與德文使用者實施讚美行為策略時，所採取的主體策略、輔助策略以及策略結構組合。研究結果顯示，中、德偏好的兩大主體策略皆為肯定策略與表願策略。策略的結構上，兩者皆以兩種主體策略結構為主，單一主體策略為輔。中文偏好同時搭配單一輔助策略來實施讚美行為，而德文語料則以不使用任何輔助策略為主。至於輔助策略，中文使用者的首選為自述策略，德文則是釋因策略。本研究試圖以高／低語境、集體／個人主義文化以及單任務型／反應型文化來解釋研究結果，本研究認為德文網路讚美語料反映出德國的文化標準，而中文網路的讚美行為比起面對面溝通更為直接。根據研究結果，本研究設計出一份華語讚美言語行為教案，並提供四種練習題型供教師參考，希望能藉此提升學習者在中文語境裡恰當使用讚美策略的語用能力。Praise is a common speech act in daily life. Most previous studies on the speech act of compliment focused on face-to-face communication, while relatively few had the speech act of compliment in online communication as the research topic. In addition, in the literature on cross-cultural pragmatics research, most articles focus on the comparison of compliment acts between English and other languages, while there continue to be few studies on the comparison of the speech act of compliment between Chinese and German. This study aims to compare the speech act of compliment between Chinese and German and explore the similarities and differences using real corpus in an online context. Therefore, this study used Booking.com, a representative tourism review website in both Taiwan and Germany, as the corpus source and collected 1,200 entries of corpus in Chinese and German published from 2018 to 2021. The analysis in this study focused on the main strategies, auxiliary strategies, and strategy structure combinations adopted by Chinese and German users when employing compliment act strategies.The results showed that the two main strategies preferred by Chinese and German users were the affirmation strategy and wish expression strategy. In terms of the structure of strategies, both Chinese and German users mainly adopted a structure of two main strategies and a single main strategy as the auxiliary strategy. Chinese users preferred to simultaneously use a single auxiliary strategy to implement the praise act, while German corpus mostly did not use an auxiliary strategy. For auxiliary strategies, the first choice for Chinese users was the self-report strategy, while for German users, it was the cause interpretation strategy. This study attempts to explain the results in terms of high/low context, collective/individualistic culture, and single-task/reactive culture. It holds that the German online praise corpus reflects the cultural standards in Germany, while the Chinese online praise act is more direct than face-to-face communication.According to the research results, this study designed a teaching plan for the Chinese speech act of compliment and provided four types of practice exercises for teachers’ reference in the hope of improving learners’ pragmatic ability to use praise strategies appropriately, in the Chinese context.