台美臉書粉絲專頁之互動策略及商務華語教學應用

Abstract

因社群媒體之互動特質，許多企業開始於社群媒體上行銷，其中臉書（Facebook）的粉絲專頁能強化企業與客戶之連結和互動(Coursaris,Van Osch,& Balogh, 2013; Dorčák, Pollák, Mudrík, & Nastišin, 2014; Negri, 2018）。有鑑於此，本文將台灣、美國連鎖超市之粉絲專頁作為研究對象，根據Hyland（2005）後設論述架構分析、對比兩者之互動策略標記，統計五類互動策略之使用頻率，並探討溝通目的是否會影響互動策略標記之使用，最後將研究結果應用至商務華語教學。 本文之華語語料為台灣連鎖超市的粉絲專頁貼文，而英語語料則為美國連鎖超市的粉絲專頁貼文，華語語料和英語語料各收集300筆。此外，依溝通目的之不同，本文將貼文分為利益型以及非利益型貼文，華語語料中的利益型貼文較多，而英語語料則以非利益型貼文為多數。 本文研究結果顯示，台灣、美國連鎖超市都在粉絲專頁貼文中使用了豐富的互動策略標記，但華語語料之語言形式比英語語料更為多元；華語語料的平均標記數量和句子數量皆多於英語語料，但互動策略標記於句子內的分布密度比英語語料更低；在各類互動策略標記的使用上，華語和英語之趨勢相同，使用頻率由低至高皆為規避、增強、態度、自我、參與標記；與非利益型貼文相比，利益型貼文中的平均標記數、平均句數皆更多，但台灣連鎖超市傾向於非利益型貼文中更密集地使用互動策略標記，而美國連鎖超市則在利益型貼文中更密集地使用標記。 整體來看，不論華語或英語，且無論何種內容類型之貼文，參與標記中的祈使句皆是最常見的互動策略，且規避標記都是較少使用的。本文將研究結果應用於商務華語教學，希望培養學習者於社群媒體上使用華語與他人互動之能力。

Numerous companies have begun to use social media as a marketing tool due to the interactive nature of social media platforms. In particular, Facebook fan pages are one of the most helpful tools for strengthening connections and interactions between companies and its clients (Coursaris,Van Osch,& Balogh, 2013; Dorčák, Pollák, Mudrík, & Nastišin, 2014; Negri, 2018). This study employed the five kinds of markers found in Hyland’s (2005) model of metadiscourse to analyze the fan pages of Taiwanese and American supermarkets, comparing the interaction strategies used in Taiwanese and American fan pages, as well as the frequency with different markers they appear; explored whether communication purpose affects how interaction strategies are used; and applied these research results to business Mandarin pedagogy. This study collected 300 Mandarin-language posts from the fan pages of Taiwanese supermarkets, and another 300 English-language posts from the fan pages of American supermarkets. Based on different communication purposes, these 600 posts were divided into two groups—beneficial& non-beneficial. Posts written in Mandarin tended to fall more under the category of beneficial posts, while posts written in English tended to be more non-beneficial. The results of this research showed that both Taiwanese and American supermarkets used various interaction markers in their posts, but that more language forms could be observed in Mandarin posts. On average, each Mandarin post contained more interactional markers and more sentences than posts in English. Conversely, interactional markers for posts in Mandarin not as highly spread out between sentences as those in English posts. In terms of usage frequency for the five markers, Mandarin and English posts were found to have the similar tendencies. Engagement markers were the most common, followed by self-mentions, attitude markers, boosters, and finally hedges for both Mandarin and English-language content. Taiwanese and American supermarkets both tended to use more interactional markers and more sentences overall in beneficial posts, though the average density of interactional markers was higher in Mandarin non-beneficial posts and English beneficial posts, and lower in Mandarin beneficial posts and English non-beneficial posts. In summary, the use of engagement markers was the most commonly employed interaction strategy in both Mandarin and English posts, particularly in the form of imperative sentences, while hedges saw relatively less use among the five markers. Based on these conclusions, this study applied research results to business Mandarin pedagogy, in hopes of assisting learners of Mandarin as a second language in interacting with others in Mandarin in a social media setting.