本文選題：同一理論 + 馬云�。� 參考：《廣西大學(xué)》2016年碩士論文

【摘要】：根據(jù)2014年8月28日福布斯(BBI)排行旁公布的排名,阿里巴巴集團(tuán)(Alibaba)創(chuàng)始人馬云榮登中國首富。同年12月,馬云超越李嘉誠,成為亞洲首富。2014年9月19日,阿里巴巴在美國紐約上市,以每股68美元的發(fā)行價成為美國融資額最大的IPO(首次公開募股)。由此,白手起家的馬云被福布斯稱為“中國的拿破侖”。馬云的全球知名度不僅是因為他成為中國首富,更是因為他幽默詼諧的演講給人們留下深刻的印象。作為電子商務(wù)的龍頭企業(yè),阿里巴巴一直被國內(nèi)外關(guān)注著。隨著阿里巴巴走向成功,馬云也被陸續(xù)邀請到世界各地做演講。馬云以幽默且富有感染力的英文演講一次次征服了在場的聽眾,成功地博得在場觀眾的熱烈掌聲。本文試圖從伯克同一理論的角度探討馬云的英文演講,分析他是如何使用修辭策略來達(dá)到演講的目的。以往對演講的修辭研究,大多基于修辭格和亞里士多德的三種修辭訴諸,較難取得新意。伯克的同一理論則為演講修辭的研究提供新的視角。同一理論作為20世紀(jì)新修辭學(xué)的理論代表,已經(jīng)日趨成熟。在研究方法上,本文采用定性與定量的結(jié)合,搜集馬云從2008年到2015年在國內(nèi)外的八篇英語演講作為研究的數(shù)據(jù)進(jìn)行分析。首先從修辭情境的角度分析馬云的演講目的和分歧等因素,然后從修辭形式和修辭內(nèi)容的兩大角度分析馬云在英語演講中所使用的修辭策略,分析馬云是如何利用這些策略現(xiàn)實與聽眾的同一、達(dá)到演講的目的。最后,本文還對馬云使用的修辭策略頻率進(jìn)行統(tǒng)計,試圖找出馬云演講的修辭策略偏好。因此,本文通過對馬云英語演講的分析,試圖回答下列三個問題：(1)馬云的英語演講處于什么修辭情境下?；(2)馬云在演講中使用了什么修辭策略?；(3)馬云是如何利用這些策略實現(xiàn)與聽眾的同一并達(dá)到他的演講目的?在分析馬云演講的修辭情境中,本文主要從三個角度出發(fā)：演講的緊迫性、演講者和聽眾之間的分歧,以及演講者的目的。通過分析,作者發(fā)現(xiàn)馬云英語演講的修辭情境決定了運用同一策略的必要性和重要性。為了達(dá)到修辭效果,馬云從修辭內(nèi)容和修辭形式兩個方面出發(fā),主要采用了同情認(rèn)同、對立認(rèn)同、誤同,以及規(guī)約形式、重復(fù)形式、前進(jìn)形式和修辭格形式等修辭策略。在同情認(rèn)同中,馬云從三個方面實現(xiàn)：尋求共同價值觀、傳播共同情感狀態(tài)、展現(xiàn)演講者的高尚品質(zhì)。對立認(rèn)同主要是用于號召聽眾共同面對經(jīng)濟(jì)困難、加強合作等方面的話題。誤同主要是采用第一人稱形式和模糊語來縮短與聽眾的距離。所選的八篇演講稿幾乎都采用了規(guī)約形式。重復(fù)形式主要是用來強調(diào)某些事情或某些觀點的重要性。在馬云的演講中,他主要采用了隱喻、排比、對比和仿擬等修辭格手段。最后,本文通過定量統(tǒng)計,馬云在七種修辭策略中較為偏愛使用同情認(rèn)同策略和修辭格策略,分別占76%和55%。通過本研究,人們可以更好地了解馬云的英語演講風(fēng)格,同時也拓寬了伯克同一理論的研究范圍,有效檢驗了該理論的運用。該研究在英語演講、寫作等相關(guān)教學(xué)學(xué)習(xí)也有一定的借鑒意義。
[Abstract]:According to the August 28, 2014 ranking of Forbes (BBI), the Alibaba group (Alibaba) founder Ma Yun was the richest man in China. In December of the same year, Ma Yun surpassed Li Jiacheng, the richest man in Asia in September 19th, the Alibaba was listed in New York, America, and the largest us financing IPO (first public) for $68 per share. As a result, Ma Yun is called "China's Napoleon" by Forbes. Ma Yun's global popularity is not only because he has become the richest man in China, but also because of his humorous speech. As a leading enterprise in e-commerce, Alibaba has always been concerned at home and abroad. Ma Yun has been successfully invited to make speeches all over the world. Ma Yun conquered the audience with humorous and infectious English speeches and succeeded in gaining a warm applause from the audience. This article tries to discuss Burke's English speech from the perspective of the same theory and analyze how he uses rhetorical strategies. To achieve the purpose of speech, the previous study of speech rhetoric, mostly based on three rhetorical figures of rhetoric and Aristotle's rhetorical appeal, is more difficult to obtain new ideas. Burke's same theory provides a new perspective for the study of speech rhetoric. The same theory, as the theoretical generation of the new rhetoric in twentieth Century, has matured. Using the combination of qualitative and quantitative, this paper analyzes Ma Yun's eight English speeches from 2008 to 2015 as the data of the study. Firstly, it analyzes the purpose and differences of Ma Yun's speech from the perspective of rhetorical situation, and then analyzes the use of Ma Yun in English speech from the two angles of rhetorical form and rhetorical content. The rhetorical strategy analyses how Ma Yun makes use of these strategies and the same audience as the audience to achieve the purpose of the speech. Finally, this paper also tries to find out the rhetorical strategy preference of Ma Yun's speech by statistics on the rhetorical strategy frequency used by Ma Yun. Therefore, this paper tries to answer the following three questions through the analysis of Ma Yun's English speech: (1) horse In what rhetorical context of cloud's English speech? (2) what rhetorical strategies did Ma Yun use in his speech? (3) how did Ma Yun use these strategies to achieve the same purpose with the audience? In the analysis of the rhetorical situation of Ma Yun's speech, this article will start from three perspectives: the urgency of the speech, the speaker and the hearing Through analysis, the author finds that the rhetorical situation of Ma Yun's English speech determines the necessity and importance of using the same strategy. In order to achieve rhetorical effect, Ma Yun mainly adopts the two aspects of rhetorical content and rhetorical form, which mainly adopt sympathy identification, antagonism identity, error identity, and statute shape. In the sympathy identification, Ma Yun is realized from three aspects: seeking common values, spreading the common emotional state and showing the noble quality of the speaker. The opposition identity is mainly used to call on the audience to face the economic difficulties and strengthen cooperation. The first person form and the vague language are used to shorten the distance from the audience. The eight selected speeches are almost used in the form of the statute. The repetition is mainly used to emphasize the importance of some things or some points of view. In Ma Yun's speech, he mainly used metaphor, parallelism, contrast and imitation. In the seven rhetorical strategies, Ma Yun prefers to use sympathy and rhetorical strategies in the seven rhetorical strategies, accounting for 76% and 55%. through this study. People can better understand Ma Yun's English speaking style, but also broaden the scope of Burke's same theory and effectively test the application of the theory. Speaking, writing and other related teaching and learning can also be used for reference.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：H315

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