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The use of multimodal interactional metadiscourse for CSR communication on Chinese companies’ corporate websites 多模态互动元话语在中国企业网站CSR传播中的应用
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-22 DOI: 10.1016/j.dcm.2025.100868
Wenjuan Xu , Xingsong Shi
This study aims to examine how multimodal interactional metadiscourse are used for CSR communication on Chinese companies’ websites. The corpus consists of 153 CSR webpages presented by 30 leading Chinese energy, metal, equipment, and chemistry companies on their English websites. The results indicate that the CSR webpages are rich in interactional metadiscourse devices, with engagement markers and attitude markers being the most salient ones. A variety of non-textual markers, such as pictures, videos, company logos, icons, facial expressions, interaction-initiating resources, are deployed along with textual markers to achieve the promotional and persuasive purposes of the genre. The results reveal the characteristics of employing digital media for business communication, adding more interactivity, visibility, and creativity in the construction of CSR discourse. The study may enrich business discourse literature by introducing a multimodal framework to explore interpersonal resources used in digital business genres.
本研究旨在探讨多模态互动元话语如何在中国企业网站上用于企业社会责任传播。该语料库收录了中国30家领先的能源、金属、设备和化工企业在其英文网站上发布的153个CSR网页。结果表明,企业社会责任网页具有丰富的交互性元话语装置,其中参与度标记和态度标记最为突出。各种各样的非文本标记,如图片、视频、公司标志、图标、面部表情、互动启动资源,与文本标记一起被部署,以达到该类型的宣传和说服目的。研究结果揭示了利用数字媒体进行企业传播的特点,在企业社会责任话语构建中增加了更多的互动性、可视性和创造性。通过引入多模态框架来探索数字商务体裁中使用的人际资源,本研究可以丰富商务语篇文献。
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引用次数: 0
How the nature of social media platforms supports faulty knowledge production by influencers: The case of nutrition guidance for mothers on Chinese social media 社交媒体平台的性质如何支持网红的错误知识生产:以中国社交媒体上的妈妈营养指导为例
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-21 DOI: 10.1016/j.dcm.2025.100866
David Machin , Per Ledin , Wenting Zhao
Using the case of nutrition influencers on Chinese Weibo, this paper considers how social media platforms shape knowledge production and the representation of expertise. It is known that members of the public now mainly obtain information about health, illness on social media, chiefly through social media influencers. This creates concern for health professionals, given that such information tends to be highly misleading. Here we use multimodal critical discourse analysis, to analyse a sample of Weibo hashtags, to learn more about, not so much how this knowledge is incorrect, but how social media platforms themselves foster forms of knowledge where accuracy and clarity of knowledge in relation to details of issues, objectives and causalities is not favoured. We find a form of faux-expertise, which is legitimized through vaguer small stories about everyday life where the solutions presented are absent of clear problem-identification and of causal connections. We ask what this means as social media platforms become colonized ways of sharing and engaging with all forms of knowledge in our societies.
本文以中国微博上的营养影响者为例,研究了社交媒体平台如何塑造知识生产和专业知识的表现。众所周知,公众现在主要通过社交媒体上的影响者获取有关健康、疾病的信息。这引起了卫生专业人员的关注,因为这类信息往往极具误导性。在这里,我们使用多模态批评话语分析来分析微博标签样本,更多地了解,不是这些知识是如何不正确的,而是社交媒体平台本身是如何培养知识形式的,在这些形式中,与问题、目标和因果关系的细节相关的知识的准确性和清晰度是不受欢迎的。我们发现了一种虚假的专业知识,它通过关于日常生活的模糊的小故事来合法化,其中提出的解决方案缺乏明确的问题识别和因果关系。我们想知道,随着社交媒体平台成为我们社会中分享和参与各种形式知识的殖民方式,这意味着什么。
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引用次数: 0
“Mocking people for stupid opinions is not fun. Also it’s bad for business.” From using humour for webcare to polarization “嘲笑别人愚蠢的观点一点都不好玩。而且这对生意也不好。”从利用幽默进行网络护理到两极分化
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-20 DOI: 10.1016/j.dcm.2025.100862
Ursula Lutzky , Mhairi Rundell
Today companies are encouraged to communicate with a sense of humour when interacting with stakeholders online, and they increasingly take sides on contested issues by engaging in corporate social advocacy. While both approaches to digital business discourse may have benefits, they may equally polarize. This study explores the use of a digital discourse strategy that combines using humour with taking part in socio-political debates to find out to what extent their combination fuels polarization and entails negative outcomes. Using a corpus linguistic methodology, this study explores a 4.5-million-word corpus of tweets posted by and addressed to the budget airline Ryanair between October 2020 and March 2023, when the airline increasingly used aggressive humour and took a stance on socio-political issues in its posts. The findings show that the topics Ryanair engaged with, often in a humorous manner, entailed heated discussions on Twitter, with several words pertaining to the respective topics being key in the corpus. At the same time, they resulted in dividing its client base, with some stakeholders explicitly expressing their appreciation of its discursive approach and others deploring it. While humour may thus enhance the polarizing effect of corporate social advocacy, it may also lead to increased user engagement with stakeholders frequently commenting on and talking about brand posts. Ultimately, the success of a company’s digital discourse strategy will be influenced by the interplay between its brand identity, the context of communication and the specific type of user engagement behaviour it intends to spark.
如今,企业在与利益相关者在线互动时被鼓励以幽默感进行交流,它们越来越多地通过参与企业社会倡导,在有争议的问题上表明立场。虽然这两种数字化商业话语的方式都可能有好处,但它们可能同样两极分化。本研究探讨了将幽默与参与社会政治辩论相结合的数字话语策略的使用,以找出它们的结合在多大程度上加剧了两极分化并带来了负面结果。本研究使用语料库语言学方法,研究了廉价航空公司瑞安航空(Ryanair)在2020年10月至2023年3月期间发布和发送的450万字推文语料库,当时该航空公司越来越多地使用攻击性幽默,并在其帖子中表明了对社会政治问题的立场。调查结果显示,瑞安航空所涉及的话题通常以幽默的方式在推特上引发了热烈的讨论,语料库中有几个与各自主题相关的词是关键。同时,它们导致了其客户基础的分裂,一些利益相关者明确地表达了他们对其话语方法的赞赏,而另一些人则谴责它。虽然幽默可能因此增强企业社会宣传的两极分化效应,但它也可能导致用户参与增加,利益相关者经常评论和谈论品牌帖子。最终,公司数字话语战略的成功将受到其品牌标识、传播背景和它打算激发的特定类型的用户参与行为之间的相互作用的影响。
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引用次数: 0
Social media and the new canon of use for social protest: The case of cutting hair to show solidarity with the women of Iran 社交媒体和社会抗议的新标准:剪头发以示对伊朗妇女的声援
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-09 DOI: 10.1016/j.dcm.2025.100867
Gwen Bouvier, Shangran Jin
Social media platforms now play a major role in how societies debate social and political issues. Yet scholars have shown concern in regard to how the affordances of social media give form to such debate, shaping not only how we interact and engage with ideas, but also the very nature of the ideas themselves, notably where nuance becomes difficult and where bolder statements and shows of emotion are favored. In this paper, using Multimodal Critical Discourse Analysis, we consider a trending feed from X in 2022, centred on the hashtag #MahsaAmini, which carried images of women cutting their hair in response to the death of a young woman in Iran at the hands of the security police. We reveal how the hashtag represents the highly complex situation in Iran through buzzwords and symbolism, and an ethnocentric discourse of gender empowerment. We explore how the affordances of social media as a material of communication have formed canons of use, or standardized social practices for social protest, where clear detail and purpose is lost behind collective moral display. Given that such hashtags can now have a leading role in agenda setting, this has consequences for the kinds of social and political discourses that come to occupy public space.
社交媒体平台现在在社会如何讨论社会和政治问题方面发挥着重要作用。然而,学者们对社交媒体的支持如何为这种辩论提供形式表示关注,这不仅影响了我们与思想的互动和参与方式,还影响了思想本身的本质,特别是在细微差别变得困难的地方,以及在更大胆的陈述和情感表达受到青睐的地方。在本文中,使用多模态批评话语分析,我们考虑了2022年来自X的趋势feed,以#MahsaAmini标签为中心,其中包含女性剪头发的图像,以回应伊朗一名年轻女子在安全警察手中的死亡。我们揭示了这个标签如何通过流行语和象征主义,以及性别赋权的种族中心主义话语,来代表伊朗高度复杂的局势。我们探讨了社交媒体作为一种传播材料的能力如何形成了社会抗议的使用规范或标准化的社会实践,在这种情况下,清晰的细节和目的在集体道德展示背后消失了。鉴于这些标签现在可以在议程设置中发挥主导作用,这对占据公共空间的各种社会和政治话语产生了影响。
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引用次数: 0
Context in abusive language detection: On the interdependence of context and annotation of user comments 滥用语言检测中的语境:语境与用户评论注释的相互依存关系
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100848
Holly Lopez, Sandra Kübler
One of the challenges for automated abusive language detection is combating unintended bias, which can be easily introduced through the annotation process, especially when what is (not) considered abusive is subjective and heavily context dependent. Our study incorporates a fine-grained, socio-pragmatic perspective to data modeling by taking into consideration contextual elements that impact the quality of abusive language corpora. We use a fine-grained annotation scheme that distinguishes between different types of non-abuse along with explicit and implicit abuse. We include the following non-abusive categories: meta, casual profanity, argumentative language, irony, and non-abusive language. Experts and minimally trained annotators use this scheme to manually re-annotate instances originally considered abusive by crowdsourced annotators in a standard corpus. After re-annotation, we investigate discrepancies between experts and minimally trained annotators. Our investigation shows that minimally trained annotators have difficulty interpreting contextual aspects and distinguishing between content performing abuse and content about abuse or instances of casual profanity. It also demonstrates how missing information or contextualization cues are often a source of disagreement across all types of annotators and poses a significant challenge for developing robust, nuanced corpora and annotation guidelines for abusive language detection.
自动化滥用语言检测的挑战之一是对抗无意的偏见,这种偏见很容易通过注释过程引入,特别是当被认为是(不)滥用的内容是主观的,并且严重依赖于上下文时。我们的研究通过考虑影响滥用语言语料库质量的上下文因素,将细粒度的社会实用主义视角纳入数据建模。我们使用细粒度注释方案来区分不同类型的非滥用以及显式和隐式滥用。我们包括以下非辱骂性的类别:元,随意亵渎,争论性语言,讽刺和非辱骂性语言。专家和受过最低限度训练的注释者使用该方案手动重新注释标准语料库中最初被众包注释者认为是滥用的实例。重新注释后,我们调查专家和最低限度训练的注释者之间的差异。我们的调查显示,受过最低限度训练的注释者在解释上下文方面和区分执行虐待的内容和关于虐待或随意亵渎的内容方面存在困难。它还说明了信息缺失或上下文化线索通常是所有类型的注释者分歧的来源,并为开发健壮、细致的语料库和用于滥用语言检测的注释指南提出了重大挑战。
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引用次数: 0
Improbable conversations: Interactional dynamics in TikTok duets 不可能的对话:抖音二重唱中的互动动态
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100821
Susan C. Herring, Ashley R. Dainas
Reciprocal conversational interaction is seemingly a logical impossibility on the asynchronous short-form video platform TikTok. Yet users overcome the constraints and affordances of the platform to create the appearance of synchronous interaction by co-opting the duet feature, which allows users to respond to a previously recorded video, generating a new video in which the original video (OV) and the response video (RV) are displayed side by side. We examine how TikTok duetters create the illusion of conversing together in real time by applying conversation analysis methods to a judgment sample of TikTok duets, with a focus on strategies of turn-taking and overlapping. OVs and RVs collaborate to various extents in co-constructing duet conversations; OVs by explicitly or implicitly inviting duets, and RVs by orienting to OVs through the positioning and timing of their responses. Through these interactional dynamics, duetters performatively evoke participant roles, personae, and situational contexts, while simultaneously pursuing broader communicative goals of entertaining and growing an audience of followers.
在异步短视频平台TikTok上,互惠的对话互动在逻辑上似乎是不可能的。然而,用户克服了平台的限制和支持,通过采用二重唱功能来创建同步交互的外观,二重唱功能允许用户对先前录制的视频进行响应,生成一个新视频,其中原始视频(OV)和响应视频(RV)并排显示。我们通过将对话分析方法应用于TikTok二重唱的判断样本,重点研究了轮流和重叠的策略,研究了TikTok二重唱是如何创造实时对话的错觉的。OVs和rv在共同构建二重唱对话方面有不同程度的合作;通过显式或隐式邀请二重唱来吸引OVs,通过定位和响应时间来引导rv。通过这些互动动态,dutter表现地唤起参与者的角色、人物和情境背景,同时追求娱乐和增加追随者的更广泛的交流目标。
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引用次数: 0
@Fesshole and the discourse of confession on X: A study of online sharing and community building @Fesshole与X上的告白话语:网络分享与社区建设研究
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100838
Andrew S. Ross , Aditi Bhatia
As a centuries-old discursive practice, confessional acts that are typically understood as an acceptance of one’s guilt or shame regarding a particular action or thought, have been observed and studied in various contexts including religion, law and crime, and medicine. However, the nature and practice of confessions have been increasingly reconfigured within newer, evolving digital media contexts. Social media platforms, such as X (formerly Twitter), have afforded users diverse ways to interact and engage in self-presentation online. The growing need to build and be part of communities, as well as reconceptualised notions of trust, intimacy and authenticity online, facilitated by mechanics of social media platforms and user anonymity have altered conventional notions of confession and absolution. This paper explores the reconfiguration of confessional acts by analysing a corpus of posts submitted to the X account @fesshole, which solicits confessions from its community of followers in a non-institutional, public online context. We analyse the posts by borrowing from van Dijk’s (2015) socio-cognitive model for analysis of discourse, which focuses on the micro and macro levels on which cognition mediates in terms of socially shared norms and ideologies within and across discursive communities. The results of the analysis suggest that X users establish rapport through confessions of an intra- and interpersonal nature about topics of varying degrees of seriousness and in ways that give the ambient online audience something to relate to and connect with. In doing so, confessors seek to bond in place of absolution, and they offer inspiration or commonality in place of guilt.
作为一种有几个世纪历史的话语实践,忏悔行为通常被理解为接受一个人对特定行为或思想的内疚或羞耻,已经在各种背景下被观察和研究,包括宗教、法律、犯罪和医学。然而,在更新的、不断发展的数字媒体环境中,忏悔的性质和实践已经越来越多地重新配置。社交媒体平台,如X(以前的Twitter),为用户提供了多种互动和在线自我展示的方式。在社交媒体平台和用户匿名机制的推动下,建立和成为社区一部分的需求日益增长,信任、亲密和在线真实性的概念重新概念化,改变了传统的忏悔和赦免观念。本文通过分析提交给X账户@fesshole的帖子语库,探讨了忏悔行为的重新配置,该账户在非机构的公共在线环境中向其追随者社区征求忏悔。我们借用van Dijk(2015)的话语分析社会认知模型来分析这些帖子,该模型侧重于微观和宏观层面,在微观和宏观层面上,认知以话语社区内部和跨话语社区的社会共享规范和意识形态为中介。分析结果表明,X用户通过对不同严肃程度的话题的内部和人际性质的忏悔,并以给周围的在线观众一些与之相关和联系的方式建立融洽关系。在这样做的过程中,忏悔者寻求的是联系而不是赦免,他们提供的是灵感或共性而不是内疚。
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引用次数: 0
Address terms in Chinese popular music fandom: Exploring stancetaking in social media discourses 中国流行乐迷的称呼:探索社交媒体话语中的立场
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100837
Xinyu Li, Mie Hiramoto
This study employs the theoretical approaches of stance and indexicality to investigate female fans’ address practices regarding male Chinese pop idols in the fans’ posts on Sina Weibo. Some address terms echo traditional heteronormative romantic paradigms (e.g., husband (idol)–wife (fan)) or non-romantic familial bonds (e.g., son (idol)–mother (fan)). Other address terms subvert traditional gender roles and relationships through unorthodox uses, which still evoke intimacy by placing the male idols in a female position in imagined relationships (e.g., wife (idol)–husband (fan), daughter (idol)–mother (fan)). Theoretically, this study contributes to the theorisation of stance by proposing a specific type of second stancetaker ‘collective ingroup stance subject’ that is a broad audience sharing the same stance as the first stance subject.
本研究采用立场性和指标性的理论方法,研究女性粉丝在新浪微博上对中国男性流行偶像的称呼行为。一些称谓呼应了传统的异性恋浪漫范式(例如,丈夫(偶像)-妻子(粉丝))或非浪漫的家庭关系(例如,儿子(偶像)-母亲(粉丝))。其他称呼词通过非正统的用法颠覆了传统的性别角色和关系,这些称呼仍然通过将男性偶像置于想象中的关系中的女性位置来唤起亲密感(例如,妻子(偶像)-丈夫(粉丝),女儿(偶像)-母亲(粉丝))。从理论上讲,本研究通过提出一种特定类型的第二立场者“集体内立场主体”,即与第一立场主体分享相同立场的广大受众,从而有助于立场的理论化。
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引用次数: 0
Evoking ‘other countries’ in media discourses: The case of the Covid-19 pandemic in six countries 在媒体话语中唤起“其他国家”:六个国家的Covid-19大流行案例
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100847
Lauri Heimo , Pertti Alasuutari , Laia Pi Ferrer , Olga Ulybina
The COVID-19 pandemic did not only imply a spread of a virus, it also set in motion a series of global measures and discourses that likewise diffused worldwide. This article explores the global dissemination of knowledge and cross-national comparisons in the context of a global pandemic. We approach the question by analysing coverage of COVID-19 in newspapers published in Australia, Russia, Singapore, Tanzania, the United Kingdom, and the United States of America. The analysis reveals that the concept of the world uniting against a common enemy, such as the COVID-19 pandemic, was absent from media coverage. Instead, the prevalent discourse centered around competition between states. However, this article argues that this does not imply that the world is divided into distinct cultures with divergent views or understandings of reality. Rather, we argue that the pandemic led to the formation of a discursive field consisting of the reference points that constitute sensible and legitimate ways to discuss potential policies.
2019冠状病毒病大流行不仅意味着病毒的传播,还引发了一系列全球措施和话语,这些措施和话语同样在世界范围内传播。本文探讨了在全球大流行背景下知识的全球传播和跨国比较。我们通过分析澳大利亚、俄罗斯、新加坡、坦桑尼亚、联合王国和美利坚合众国出版的报纸对COVID-19的报道来解决这个问题。分析显示,媒体报道中缺乏全球团结起来应对新冠肺炎疫情等共同敌人的概念。相反,流行的话语集中在国家之间的竞争上。然而,本文认为,这并不意味着世界被划分为不同的文化,对现实的看法或理解不同。相反,我们认为,大流行病导致形成了一个由参考点组成的话语领域,这些参考点构成了讨论潜在政策的合理和合法方式。
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引用次数: 0
Queer(ing) language practices in a Hong Kong lesbian dating app 香港一款女同性恋约会软件中的酷儿语言实践
IF 2.3 2区 文学 Q1 COMMUNICATION Pub Date : 2025-02-01 DOI: 10.1016/j.dcm.2024.100839
Benedict J.L. Rowlett , Kwan Ting Chung
The proliferation of social networking websites and dating apps has led to new language practices that foster intimacy and inspire romance. While several language studies have examined gay men’s use of dating apps, studies of lesbian dating apps have been scarce, particularly in non-Western contexts. To explore the relationship between digital media and lesbian dating practices in Hong Kong, this study examines how a forum on the social media app Butterfly facilitates the discursive construction and negotiation of Hong Kong lesbian sexual identities, both in users’ self-representations and preferences for desired others. The research uses a mixed method approach rooted in queer linguistics to combine quantitative and qualitative analyses of a corpus of 241 forum posts. The analysis reveals the common use of local identity labels, including relationship role labels such as “Tomboy” (TB) and “Tomboy’s girl” (TBG), along with other identity markers. However, the analysis also reveals users’ preferences for more neutral, or non-gender specific labels in the presentation of their sexual identities and those of their desired others, for example “No label” (NL). This research thus sheds light on how users may be making use of the app’s forum to question established, or more traditional local linguistic markers of gender/sexual identity, indicating queering trends in discourses of Hong Kong lesbian identities.
社交网站和约会应用程序的激增催生了新的语言实践,促进了亲密关系,激发了浪漫。虽然有几项语言研究调查了男同性恋者使用约会软件的情况,但对女同性恋约会软件的研究却很少,尤其是在非西方国家。为了探索数字媒体与香港女同性恋约会行为之间的关系,本研究考察了社交媒体应用程序Butterfly上的一个论坛如何促进香港女同性恋性身份的话语建构和协商,包括用户的自我表达和对期望他人的偏好。本研究采用基于酷儿语言学的混合方法,对241篇论坛帖子的语料库进行定量和定性分析。分析揭示了当地身份标签的普遍使用,包括“假小子”(TB)和“假小子的女孩”(TBG)等关系角色标签,以及其他身份标记。然而,该分析还揭示了用户在展示他们的性别身份和他们想要的其他人的性别身份时更倾向于更中性或非性别特定的标签,例如“无标签”(NL)。因此,这项研究揭示了用户如何利用该应用的论坛来质疑既定的或更传统的本地性别/性身份语言标记,表明香港女同性恋身份话语中的酷儿趋势。
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引用次数: 0
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Discourse Context & Media
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