基于语料库的批评话语分析——以主流媒体关于双十一的新闻报道为例
Corpus Based Critical Discourse Analysis—Take the Mainstream Media’s News Reports on Double 11 as an Example

摘要：双十一从最开始的一次促销到演变为全民购物狂欢节，除了商业力量自身的建构，离不开媒体报道的舆论宣传。本文通过自建小型语料库，以《人民日报》和《21世纪经济报道》近十年关于“双十一”的报道为语料，将语料库技术与批评话语分析相结合，剖析主流媒体的态度和观点，从而发现主流媒体在双十一发展过程中发挥的建构作用。研究发现，主流媒体对双十一的报道，运用了提名策略、视角化策略和谓语指示策略，建构了一个正面的双十一形象：由电商发起、消费者主动积极参与的、顺应数字经济发展潮流的、推动消费理念和方式升级的、具有全球化特征的消费性节日形象；主流媒体对双十一的态度以积极为主，肯定双十一的积极意义；而针对双十一出现的问题，以引导为主，对加强政府监管和完善法律提出要求，旨在引导舆论方向朝着健康的方向发展。
As a sales promotion at the very beginning, the Double 11 has evolved into a national shopping carnival today. In addition to the construction of commercial power itself, its success cannot be separated from the publicity of media reports. Based on the reports of People’s Daily and 21st Century Business Herald on the “Double 11” shopping spree in recent 10 years, this paper com-bines corpus technology with critical discourse analysis, and analyzes the attitudes of the two mainstream media, so as to find the constructive role of the mainstream media in the development of the Double 11. The study found that the mainstream media used naming strategy, perspective strategy and prediction strategy to build a positive image of the double 11: a consumer festival image with global characteristics initiated by e-commerce, actively participated by consumers, conforming to the development trend of digital economy, promoting the upgrading of consumption concept and mode; the mainstream media’s attitude to the double 11 is positive, affirming its positive significance; and in view of the problems of the double 11, it puts forward requirements for strengthening government supervision and improving the law, aiming at guiding the direction of public opinion to develop in a healthy direction.