【作者】 王丰；

【导师】 卓新光；

【作者基本信息】 吉林大学 ， 外国语言学及应用语言学， 2013， 硕士

【摘要】 体裁是一个具有深远历史的概念，涉及文学与艺术多种领域。民俗学、文学、修辞学与语言学的学者均从不同角度对体裁概念发表了各自的见解。体裁分析作为一种研究工具，它的实际应用在国外可以追溯到二十世纪90年代，两个居于主导地位的流派是英国的特殊用途英语流派和澳大利亚系统功能流派。国内外对体裁的研究具有一些相似特点，理论方面的研究回馈到实际应用研究，充分展示了科技进步与经济发展的成果，例如语料库的方法被应用在体裁分析中，一些网络博客之类的新兴媒体走入研究者的视线。回顾文献，体裁分析已被应用于文学评论、学术写作和体裁教学等领域。虽然体裁分析已经被应用于商业语篇研究，但是商务信函、电子邮件、印刷广告、董事长报告以及简历等方面进行的尝试性体裁分析的研究，远远超过更加实用的深入研究。随着经济全球化，中国融入国际市场，食品行业英文自主召回声明对于进军国际市场的企业来说是一计良策，因为即便是业界知名企业也不可能避免人为失误和一些不可控因素。一份反馈及时、高效的英文召回声明可以保护公司声誉，并且能够尽可能降低问题产品可能造成的进一步损失。很多学者对召回声明的法律责任、经济、公共健康、企业公关等方面展开了研究，对召回声明的语言学研究也略有涉猎。然而，在体裁资源配置上，召回声明是一种混合体裁，它同时兼有危机公关中形象修复功能，又具有广告语篇中的特有结构。因此，对召回声明进行体裁分析是一个比较复杂的过程，国内外学者的研究较少，本文尝试对食品行业英文自主召回声明进行较为深入的体裁分析。本文旨在验证如下假设，在英文企业自主召回声明中是否存在稳定的可以预测的体裁结构潜势。研究结果将会对中国出口企业在撰写这种体裁时，提供有力的竞争优势。本文的目的在于构建体裁结构潜势，一方面可以帮助企业顺利召回问题产品，降低消极影响，另一方面可以借此机会进行公关，从而在公众中塑造企业负责任、专业化的形象。基于博努瓦的危机公关中形象修复理论、巴蒂亚广告语篇的语步结构以及哈桑的体裁结构潜势模型，通过谷歌、百度等权威搜索引擎，本研究建立了微型食品召回声明语料库，涉及从2010年7月至2012年11月期间发布的来自美国、南非、法国和加拿大的11篇召回声明，包括10个公司的6种产品（调味品、婴儿食品、花生黄油、牛肉、甜点、婴儿配方奶粉等），对其进行了定性与定量分析，辨别频繁出现的语步，探讨其深层次的社会文化因素和心理认知因素，最终提出了食品召回声明的体裁结构潜势。本文研究结果表明英文食品行业自主召回声明体裁结构潜势的宏观结构的第一个语步为介绍召回声明及所附材料，这一语步的前半部分包括可任选语步，例如：否认、逃避责任、差异化、提升，其中提升语步可能重复出现。这一宏观语步的后半部分包括问题最小化微观语步，这一语步可能还包括频繁出现的问题产品原因及表现状态以及所附材料。第二个宏观语步为应用激励与压力策略，其中包括必要语步赔偿，以及可选择的修正微观语步。第三个宏观语步和第四个宏观语步分别为吸引回复以及礼貌结尾，这两个宏观语步的顺序可以颠倒，并且吸引答复的语步可以重复，礼貌结尾的宏观语步包括必要的道歉语步以及可选择的致谢语步。语步重复的概率与该语步本身的独立性以及与其他语步的兼容性有关。召回声明的两个突出的交际目的决定其宏观语步，每一个宏观语步又由具有特定的语场、语旨和语势，以实现其特定的功能。这些微观语步决定了召回声明词汇选择、句子结构以及与其与语态的选择。本研究表明体裁分析具有有力的解释能力，对认知召回声明及其构建具有指导作用。英文食品行业自主召回声明的体裁结构潜势结构的提出可以有助于召回流程，修复召回企业的形象，把企业的不良影响降至最低。与此同时，可以给企业提供一个公关的平台，把企业打造成负责任的专业化企业，提升企业形象。更多还原

【Abstract】 Genre is a time-honored concept with broad identities in art and letters. Scholars from folklore, literature,rhetoric and linguistics shed light on notion of genre. Application of genre analysis dates back to the1990s abroadwhich employs genre as a discourse analysis tool. The two leading schools are the British English for SpecialPurpose School and the Australian Systemic-functional School. Genre analysis in China and abroad sharessimilarities of switching from theoretical reflection to pragmatic application and shows great responsiveness totechnological and economical developments since corpus-based research is conducted on some emerging mediasuch as webblogs. In literature review, it is found that research on genre analysis has been carried out in literaturereview, academic writing and genre-based teaching. Although genre analysis is carried out on business-relateddiscourse, long-shot general studies in business letters, electronic communications, published advertisement,presidential report, resumes outweigh investigations on some more pragmatic medium-shot or even close-upanalyses.With the economic globalization and China’s integration into the world market, English voluntary food recallstatements is a wise choice for companies penetrating into global market in order to avoid greater losses sinceeven the top-notch corporations could not eliminate occasional mistakes or intractable defeasibilities. A smoothand prompt English voluntary food recall statements could save a company’s name and prevent further damagesdue to unsafe products. Apart from the aspects of legal liabilities, economic considerations, public health, publicrelations etc., linguistic study has also been carried out on recall statements. However, in terms of genericallocation, food recall statements can be classified to mixed-genres because it simultaneously have image repairfunctions in crisis communication(Benoit,1997) and distinctive move structure of advertisingdiscourse(Bhatia,2004). As a result, genre analysis on recall statements is complicated and less analyzed byscholars in China and abroad. This study attempts to conduct detailed generic analysis of English voluntary foodrecall statements.This research is designed to confirm the general hypothesis whether there exists stable and predictablegeneric structure potential in English voluntary food recall statements, which would provide guidelines forexport-oriented Chinese companies to compete advantageously in terms of conception of English voluntary foodrecall statements in case of recalls. The purpose of this research is to construct the GSP(Generic StructurePotential) for recalling companies which facilitates the recall and minimizes the undesirable influences of it andmake use of this opportunity to publicize for the involved company as a responsible and professional one. Based on Benoit’s image repair strategies in crisis communication and Bhatia’s seven-move structure inadvertising discourse, Hasan’s generic structure potential model, this research conducts qualitative and quantitiveanalysis of the corpus constituting eleven samples, identifies the frequently-used moves, uncovers thesociocultural and psycho-cognitive factors contributing to it and constructs the Generic Structure Potential in theend. The corpus of English voluntary food recall statement includes eleven intact recall statements which werepublished between July of2010and November of2012, involving10recalling companies. The involved productsinclude seasoning, baby food, peanut butter, ground beef, snacks, infant formulas etc. in countries mainlyconcentrating in the US, accompanied by South Africa, France and Canada.The findings of this research show that the generic structure potential of English voluntary food recallstatements starts with the macro-move introduction of the recall and brochures enclosed. In the commencing partof the first macro-move, there are optional micro-moves of denial, evasion of responsibility, differentiation,bolstering, among which bolstering micro-move may recur. They are followed by minimization micro-movewhich may integrate recurring reasons and symptoms and brochures enclosed in turns. The second macro-moveapplication of incentives and pressure tactics can be broken up into an obligatory refund micro-move and anoptional correction micro-move. The sequence of the third macro-move solicitation of response and the fourthmacro-move polite endings is interchangeable. The macro-move solicitation of response may even recur. Politeendings macro move constitute an obligatory apology micro-move and an optional gratitude micro-move. Thesequence of move structure in English voluntary food recalls agrees with Bhatia’s modified four-move structuresince the alteration of the micro-moves can not deny the general order of the recall statements. The recurrencemainly appears in micro-moves because they enjoy higher flexibility in depicting facts or delivering opinions. Therecurrence happens to bolstering move, minimization move, brochures enclosed move, reasons and symptomsmove and contact information move. The possibility of recurrence of one move is proportional to its intactnessand compatibility.The two conspicuous communicative purposes, which are successful recall of the unsafe products and boostthe companies’ profile, underline the macro-moves. Each macro-move constitutes various micro-moves withspecific field of discourse, tenor of discourse and mode of discourse to realize their various specific functions,which has governing power in lexical selection, sentence structure, mood and voice choices etc. This researchshows the explaining power of genre analysis and provides guidelines for recall statements perception andconception. The proposal of the GSP(Generic Structure Potential) of English voluntary food recall statements can facilitate the recall process, repair the image of recalling companies, and minimize the undesirable influences onthem and meanwhile make full use of this opportunity to publicize for the involved companies as responsible andprofessional ones and boost their profiles.更多还原