基于礼貌原则的抖音村干部助农直播间接言语行为研究

A Study on Indirect Speech Acts in Douyin Live Streams by Village Officials for Rural Assistance Based on the Politeness Principle

摘要: 随着乡村振兴战略的推进，助农直播成为促进农业发展的重要手段。然而，目前针对抖音助农直播中间接言语行为及礼貌原则运用的研究相对匮乏。本研究旨在填补这一空白，通过收集抖音平台的助农直播语料，运用礼貌原则理论进行深入分析，解答两大关键问题：一是探究间接言语行为主要运用的礼貌原则，二是剖析运用这些原则的原因。研究结果表明，抖音助农直播中主要运用了诸如得体准则、赞誉准则等礼貌原则，其原因主要与增强消费者信任、促进销售等密切相关。本研究不仅丰富了助农直播在语言学领域的理论研究，更为优化助农直播言语策略提供了切实可行的理论依据与实践指导，助力乡村经济发展。

Abstract: With the advancement of the rural revitalization strategy, live streaming for rural assistance has become an important means to promote agricultural development. However, current research on the application of indirect speech acts and politeness principles in Douyin’s live streaming for rural assistance is relatively scarce. This study aims to fill this gap. By collecting the corpus of live streaming for rural assistance on the Douyin platform and conducting in-depth analysis using the theory of Politeness Principle, this study addresses two key issues: one is to explore the politeness principles mainly applied in indirect speech acts, and the other is to analyze the reasons for the application of these principles. The research results show that politeness principles such as the Tact Maxim and the Approbation Maxim are mainly applied in Douyin’s live streaming for rural assistance. The reasons are mainly closely related to enhancing consumer trust and promoting sales. This study not only enriches the theoretical research on live streaming for rural assistance in the field of linguistics, but also provides a practical theoretical basis and practical guidance for optimizing the speech strategies of live streaming for rural assistance, contributing to the development of the rural economy.