AliExpress西语直播语用策略研究

A Study of Pragmatic Strategies in Spanish-Language Livestreaming on AliExpress

摘要: 本文以AliExpress西语直播为研究对象，考察本土主播在直播导购中的语用策略。研究选取墨西哥内容创作者The Geek Chronicles主持的两场公开视频，以其中七个片段为核心语料，结合言语行为理论和礼貌理论进行质性分析。从所选语料来看，主播话语主要涉及表达、断言和指令等言语行为，并体现出社群称呼、本土口语表达、断言范围限定和选择空间保留等礼貌表达方式。不同言语行为与礼貌表达方式在具体语境中的配合，呈现出直播导购话语在互动关系调节、可信度呈现和行动引导方面的语用功能。

Abstract: This study examines the pragmatic strategies used by local hosts in Spanish-language livestream shopping on AliExpress. The study selects two publicly available livestreams hosted by the Mexican content creator The Geek Chronicles and analyzes seven excerpts as the core data through a qualitative approach based on speech act theory and politeness theory. Based on the selected data, the host’s discourse mainly involves expressive, assertive, and directive speech acts, and reflects politeness-related practices such as community-oriented forms of address, local colloquial expressions, qualification of assertions, and preservation of audience choice. The combination of different speech acts and politeness expressions in specific contexts demonstrates how livestream shopping discourse performs pragmatic functions related to interpersonal regulation, credibility presentation, and action guidance.