新媒体环境下主流媒体语用身份建构研究——以“人民日报”微博为例
Pragmatic Identity Construction of Mainstream Media in New Media Age—A Study on the “People’s Daily” Weibo Account

信息时代的到来使主流媒体的话语呈现方式发生改变，进而使其语用身份有别于传统媒体。本文以“人民日报”官微为例，通过分析话语内容、言语行为和语体三种话语建构方式探讨主流媒体的语用身份建构情况。研究发现，“人民日报”官微具有信息传递者、群众服务者、舆论导向者、心灵陪伴者四种主要语用身份。新媒体环境下，主流媒体应认清其传播优势，在报道方式和话语系统方面进行革新，通过建构多样化的语用身份不断提高影响力，实现交际目标。
The advent of the information age changes the way of discourse presentation of mainstream me-dia, and thus its pragmatic identity is different from traditional media. Taking the official Weibo account of “People’s Daily” as an example, by analyzing its discourse content, speech behavior and language style, the pragmatic identity construction of mainstream media can be discussed. It is found that mainstream media has four main pragmatic identities: information carrier, mass service provider, public opinion guide and spiritual companion. In the new media environment, mainstream media should recognize its communication advantages, innovate in reporting methods and discourse systems, and constantly improve its influence by constructing diversified pragmatic identities to achieve communicative goals.