Volume 8, Issue 3, May 2020, Page: 153-161
A Cross-cultural Study of Pragmatic Identities Constructed in Chinese and American Marketing Discourse on Social Media
Yue Siwei, School of English for International Business, Guangdong University of Foreign Studies, Guangzhou, China
Received: Feb. 27, 2020;       Accepted: Mar. 10, 2020;       Published: Apr. 23, 2020
DOI: 10.11648/j.ijla.20200803.18      View  121      Downloads  65
Abstract
Based on a mini-corpus of Chinese and American marketing discourse on social media (150 discourses each), this study conducts a cross-cultural investigation of pragmatic identity construction in marketing discourse on social media. The results show that in the context of social media, a larger variety of individual pragmatic identities rather than organizational pragmatic identities is employed in both American and Chinese marketing discourses. Chinese and American enterprises both construct six different types of individual pragmatic identities (Experiencer, Sales Representative, Friend, Adviser, Expert and Official Introducer) in marketing discourse. Both Chinese and American marketing discourses tend to build official introducer and sales representative identity more than other identities. Adviser identity is not regularly constructed in both Chinese and American discourses. American marketing discourse on social media adopts the identity of experiencer and adviser more whereas Chinese discourse adopts expert and official introducer identity more than its counterpart. American discourse adopts more subjective identities than objective identities whereas Chinese discourse evenly employs both subjective and objective identities. Three cultural value dimensions (collectivism vs. individualism, high power distance vs. low power distance, relation-driven vs. task-driven) attribute to the different use of the pragmatic identities.
Keywords
Pragmatic Identity, Marketing Discourse, Social Media, Cross-cultural Study, Cultural Value Dimensions
To cite this article
Yue Siwei, A Cross-cultural Study of Pragmatic Identities Constructed in Chinese and American Marketing Discourse on Social Media, International Journal of Literature and Arts. Vol. 8, No. 3, 2020, pp. 153-161. doi: 10.11648/j.ijla.20200803.18
Copyright
Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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