"You Don't Have Time to Think Up There. If You Think You're Dead" – A Corpus-assisted Study of Discursive Strategies to Engage Readers in Corporate Blogs

Q2 Arts and Humanities Research in Language Pub Date : 2020-03-30 DOI:10.18778/1731-7533.18.1.05

S. Goźdź-Roszkowski, Katarzyna Fronczak

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Abstract

This study investigates recurrent language resources employed in corporate blogs to connect with readers and (to a lesser extent) express authorial positions. It is based on the premise that constructing identity and enhancing image underpins most, if not all, corporate discourse and blogs are no exception. Based on a corpus of 500 different posts (totalling 318,296 words) from the Business Process Outsourcing and Information Technology sectors, we use standard Corpus Linguistics (Partington et al. 2013) techniques (keywords, cluster analysis, concordancing) to identify linguistic features associated with the expression of engagement: reader pronouns and their co-occurrence with selected modal verbs, questions, adverbs marking shared knowledge and directives. These are then interpreted in in terms of a model of textual interactions proposed in Hyland (2005). We argue that the communication found in this relatively new and underresearched genre is essentially effected one-way establishing a pseudo-dialogue, with virtually no or very low level of interactivity between blog writers and blog readers.

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“你没有时间在上面思考。如果你认为你已经死了”——一个语料库辅助研究的话语策略，以吸引读者在企业博客

本研究调查了企业博客中用于与读者联系和（在较小程度上）表达作者立场的重复语言资源。这是基于这样一个前提，即构建身份和提升形象是大多数（如果不是全部的话）企业话语的基础，博客也不例外。基于来自业务流程外包和信息技术部门的500个不同帖子（共318296个单词）的语料库，我们使用标准语料库语言学（Partington et al.2013）技术（关键词、聚类分析、一致性）来识别与参与表达相关的语言特征：读者代词及其与所选情态动词的共现，问题、标记共享知识和指令的副词。然后根据Hyland（2005）提出的文本交互模型对这些进行解释。我们认为，在这种相对较新且研究不足的类型中发现的交流本质上是单向的，建立了一种伪对话，博客作者和博客读者之间几乎没有互动或互动水平很低。

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来源期刊

Research in Language Arts and Humanities-Language and Linguistics

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0.40

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0.00%

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期刊介绍： Research in Language (RiL) is an international journal committed to publishing excellent studies in the area of linguistics and related disciplines focused on human communication. Language studies, as other scholarly disciplines, undergo two seemingly counteracting processes: the process of diversification of the field into narrow specialized domains and the process of convergence, strengthened by interdisciplinarity. It is the latter perspective that RiL editors invite for the journal, whose aim is to present language in its entirety, meshing traditional modular compartments, such as phonetics, phonology, morphology, syntax, semantics, and pragmatics, and offer a multidimensional perspective which exposes varied but relevant aspects of language, e.g. the cognitive, the psychological, the institutional aspect, as well as the social shaping of linguistic convention and creativity.