Being “geek” in digital communication: The case of Chinese online customer reviews

• Chen, Long ^[1] ; Zhu, Hongqiang ^[1]
  1. [1] Jinan University

     Jinan University

     China

     
• Localización: Círculo de lingüística aplicada a la comunicación, ISSN-e 1576-4737, Nº. 86, 2021 (Ejemplar dedicado a: Monograph: Multilingualism at work in China), págs. 137-150
• Idioma: inglés
• DOI: 10.5209/clac.75499
• Títulos paralelos:
  • 极客”身份在数字传播过程中的话语建构: 以中国消费者网络评论为例
• Enlaces
  • Texto completo
• Resumen
  • 中文

    在流行文化的语境下，人们可从主流电视或杂志话语等不同媒介的叙事中，找到典型的“极客”形象。本文从社会语言学和商务话语沟通的视角，试图探讨“极客”身份在中国语境下，电子商务沟通过程中如何通过话语构建出来的。文章选取了亚马逊电子商务平台中，Kindle消费者网络评论话语为研究语料，以批评话语分析理论为工具，旨在探讨电子商务沟通中“极客”文化之形成，揭示“极客”身份的话语构建过程中的语言运行机制。研究结果显示了词汇使用因素和体裁互文性则为“极客”身份网络话语构建的主要突出语言和话语特点；与此同时，这些特点则成为在商务沟通过程中的“商品宣传文化”中的刺激和推动。

  • English

    In popular culture, the stereotypically iconized “geek” can be identified in different media narratives from mainstream television to magazines. Drawing upon insights from sociolinguistics and business communication studies, this paper attempts to identify the discursive constructs of “being geek” in Chinese digital business communication. By collecting the discourse data of online customer reviews from amazon.cn and analyzing the data based on the framework of Critical Discourse Analysis, the study investigates how linguistic mechanisms operate in the shaping of geek culture and the construction of “being geek” in the participatory communication of business. The results revealed lexical variables and generic intertextuality are prominent in the discourse construction of “being geek”, to create a stimulus for a promotional culture in business communication.

• Referencias bibliográficas
  • Alexander Jr, C. Norman, and Pat Lauderdale. 1977. Situated identities and social influence. Sociometry, 225-233.
  • Bamberg, Michael. 2004. Talk, small stories, and adolescent identities. Human development 47(6): 366-369.
  • Bamberg, Michael, ed. 2007. Narrative state of the art. Amsterdam: John Benjamins Publishing.
  • Benwell, Bethan, and Elizabeth Stokoe. 2006. Discourse and identity. Edinburgh: Edinburgh University Press
  • Bednarek, Monika. 2012. Constructing ‘nerdiness’: Characterisation in The Big Bang Theory. Multilingua, 31 (2-3): 199-229.
  • Bhatia, Vijay Kumar. 2014. Analysing genre: Language use in professional settings. London: Routledge
  • Briggs, Charles L., and Richard Bauman. 1992. Genre, intertextuality, and social power. Journal of linguistic anthropology 2 (2): 131-172.
  • Bucholtz, Mary, and Kira Hall. 2005. Identity and interaction: A sociocultural linguistic approach. Discourse Studies 7(4–5): 585–614.
  • Butler, Judith. 1990. Gender trouble: Feminism and the subversion of identity. New York: Routledge.
  • Butler, Judith. 2004. Undoing gender. New York: Routledge.
  • Chevalier, Judith A., and Dina Mayzlin. 2006 The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research 43(3):...
  • Chilton, Paul A. 1996. Security metaphors: Cold war discourse from containment to common house. New York: Peter Lang.
  • Chilton, Paul. 2004. Analysing political discourse: Theory and practice. London: Routledge.
  • Cockrum, Jim. 2011. Free marketing: 101 low and no-cost ways to grow your business, online and off. New Jersey: John Wiley & Sons.
  • Cortazzi, Martin, and Lixian Jin. 2000. Evaluating evaluation in narrative. In: Hunston S and Thompson G. (eds) Evaluation in text: Authorial...
  • De Jong, Ilona K.E., and Christian Burgers.2013. Do consumer critics write differently from professional critics? A genre analysis of online...
  • Evans, Martin, et al. 2001. Consumer interaction in the virtual era: Some qualitative insights. Qualitative Market Research: An International...
  • Fairclough, Norman. 1992. Discourse and social change. Oxford: Polity Press
  • Fairclough, Norman.1995. Critical discourse analysis: The critical study of language. London: Longman.
  • Fairclough, Norman.2003. Analysing discourse: Textual analysis for social research. London: Routledge
  • Fowler, Roger, et al.1979. Language and control. London: Routledge
  • Fowler, Roger. 1991. Critical linguists. In: Halmkjaer K (ed), The linguistic encyclopedia. 89–93. London: Routledge
  • Fowler, Roger. 1996. Linguistic criticism, 2nd edn. Oxford: Oxford University Press.
  • Gee, James Paul. 1999. An introduction to discourse analysis: Theory and method. London: Routledge.
  • Gee, James Paul. 2014. Unified discourse analysis: Language, reality, virtual worlds and video games. London: Routledge.
  • Ghose, Anindya, and Panagiotis G. Ipeirotis. 2011. Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer...
  • Goffman Erving.1959. The Presentation of Self in Everyday Life. New York: Doubleday Anchor.
  • Hodge, Robert, and Gunther Kress. 1993/1979. Language as Ideology. London: Routledge.
  • Konzack, Lars. 2014. The origins of geek culture: Perspectives on a parallel intellectual milieu. In: Bowman SL (ed) Wyrd Con Companion Book,...
  • Labov, William, and Joshua Waletzky. 1967. Narrative analysis. Essays on the verbal and visual arts. In: Proceedings of the 1966 Spring Meeting...
  • Lee, Jumin, Do-Hyung Park, and Ingoo Han. 2008. The effect of negative online consumer reviews on product attitude: An information processing...
  • McArthur, John A. 2009. Digital subculture: A geek meaning of style. Journal of Communication Inquiry 33(1): 58–70.
  • McCain, Jessica, Brittany Gentile, and W. Keith Campbell. 2015. A psychological exploration of engagement in geek culture. PLoS ONE 10(11):...
  • Melnik, Mikhail I., and James Alm. 2002. Does a seller’s reputation matter? Evidence from eBay auction. Journal of Industrial Economics 50(3):...
  • Mudambi S. M., and Schuff D., 2010. Research note: What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly...
  • Ochs E, Capps L. Living narrative: Creating lives in everyday storytelling. London: Harvard University Press, 2001.
  • Page, Ruth. 2012. Stories and social media. London: Routledge.
  • Piller, Charles.1999. Internet awash in opinions; regular consumers posting evaluations on web sites. Chicago Sun-Times, 7 December, 36.
  • Pitta, Dennis A., and Danielle Fowler. 2008. Electronic word-of-mouth: A genre approach to consumer communities. International Journal of...
  • Pollach, Irene. 2008. Media richness in online consumer interactions: an exploratory study of consumer opinion web sites. Information Resources...
  • Racine, Sandra J. 2002. Changing (inter) faces: A genre analysis of catalogues from Sears, Roebuck to Amazon. com. PhD Thesis, University...
  • Skalicky, Stephen. 2013. Was this analysis helpful? A genre analysis of the Amazon.com discourse community and its “most helpful” product...
  • Sen, Shahana, and Dawn Lerman. 2007. Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive...
  • Stubbs, Michael. 1996. Text and corpus linguistics. Oxford: Blackwell.
  • Sugarbaker, Mike. 1998. What is a geek? Gazebo (The Journal of Geek Culture). Available at https://sslvpn.umac.mo/gazebo/articles/,DanaInfo=.awxyCknhim0s3tMq32+geek3.html...
  • Swales, John. 1990. Genre analysis: English in academic and research settings. Cambridge: Cambridge University Press.
  • Tajfel, Henri. 1981. Human groups and social categories: Studies in social psychology. Cambridge: Cambridge University Press.
  • Taboada, Maite. 2011. Stages in an online review genre. Text & Talk 31(2): 247–269.
  • Van Dijk, Teun A. 1986. Racism in the press. London: Arnold.
  • Van Dijk, Teun A. 1987. Communicating racism: Ethnic prejudice in thought and talk. Newbury Park: Sage.
  • Van Dijk, Teun A. 1990. Social cognition and discourse. In: Giles H and Robinson WP (eds) Handbook of language and social psychology. Chichester,...
  • Van Dijk, Teun A. 1991. Racism and the press. London: Routledge.
  • Van Dijk, Teun A. 1997. Discourse studies: A multidisciplinary introduction. London: Sage.
  • Van Dijk, Teun A. 1998. Ideology: A multidisciplinary approach. London: Sage.
  • Vásquez, Camilla. 2014. The discourse of online consumer reviews. London: Bloomsbury
  • Vermeulen, Ivar E., and Daphne Seegers. 2009. Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management...
  • Wodak, Ruth. 2001. The discourse-historical approach. In: Wodak R and Meyer M (eds) Methods of critical discourse analysis, 63–95. London:...
  • Zimmerman, Don H. 1998. Identity, context and interaction. In: Antaki C and Widdicombe S (eds) Identities in talk, 87–106. Thousand Oaks:...
  • Zappavigna, Michele. 2011. Ambient affiliation: A linguistic perspective on Twitter. New Media & Society 13(5): 788–806.
  • Zappavigna, Michele. 2012. Discourse of twitter and social media: How we use language to create affiliation on the web. Continuum, New York.
  • Zappavigna, Michele. 2014. Enacting identity in microblogging through ambient affiliation. Discourse & Communication 8 (2): 209–228.
  • Zureik, Elia, and Abbe Mowshowitz. 2005. Consumer power in the digital society. Communications of the ACM 48(10): 46–51.