礼貌原则下小红书美食博主评论区的语用分析

A Pragmatic Analysis of Comment Sections of Food Bloggers on RED under Politeness Principles

摘要: 本研究以Leech的礼貌原则为理论框架，采用目的性抽样与内容分析法，对小红书平台15位美食博主评论区的179条遵循礼貌原则与65条违背礼貌原则的评论样本进行语用分析，旨在揭示网络美食社群中言语互动的礼貌策略特征及其对传统礼貌原则的适应性调整。统计结果显示，“得体准则”与“赞扬准则”在遵循类评论中占比最高，分别为42.5%和41.3%，主要表现为间接请求、委婉建议及正向情感评价；在违背类评论中，这两项准则同样是被违反最多的对象，分别占55.4%和32.3%，集中体现为对食物健康性的直接否定及对博主真实性的公开质疑，且普遍缺少缓和策略。进一步分析表明，网络语境下的礼貌策略呈现出两项新特征：一是用户借助“好像”“感觉”等模糊限制语软化批评力度，以维系表面和谐；二是“姐妹”、“亲”等情感化称谓取代传统敬语，成为建构虚拟熟人关系的社交工具。此外，评论区的异步性与公开性催生了“表演性礼貌”，用户在与博主互动的同时亦向旁观者展示自身的得体形象。本研究为网络语用学提供了来自生活类社交平台的实证支持，也可为平台社区治理与礼貌用语规范建设提供参考。

Abstract: This study adopts Leech’s Politeness Principles as its theoretical framework and employs purposive sampling and content analysis to conduct a pragmatic analysis of 179 comments observing the Politeness Principles and 65 comments violating them from the comment sections of fifteen food bloggers on the RED platform. The aim is to reveal the characteristics of politeness strategies in verbal interactions within online food communities and their adaptive modifications to traditional politeness norms. The statistical results show that the Tact Maxim and the Approbation Maxim account for the highest proportions among the observing comments, at 42.5% and 41.3% respectively, and are primarily manifested through indirect requests, euphemistic suggestions, and positive affective evaluations. Among the violating comments, these two maxims are also the most frequently breached, constituting 55.4% and 32.3% of all violations respectively, mainly concentrated in direct negative judgments on food healthiness and overt questioning of bloggers’ authenticity, generally lacking mitigating strategies. Further analysis reveals two novel features of politeness strategies in the online context: first, users employ hedges such as “seems” and “feels like” to soften the force of criticism and maintain superficial harmony; second, affectively charged address terms such as “sister” and “dear” replace conventional honorifics, serving as social tools for constructing virtual familiar relationships. Moreover, the asynchronicity and publicness of the comment sections give rise to “performative politeness”, where users not only interact with the blogger but also demonstrate their own appropriate image to bystanders. This study provides empirical support from a lifestyle-oriented social media platform for cyberpragmatics and offers practical implications for platform community governance and the cultivation of polite language norms.