浅析跨文化商务交际中的语用失误现象

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浅析跨文化商务交际中的语用失误现象

ABSTRACT

Thanks to the economic reform and opening-up, China has become a competitive

and appealing market, developing ever-increasingly fast. As a result, more and more

multinational incorporations choose to invest projects or set up branches on this land.

Faced with such great opportunities, Chinese people have showed unparalleled

passion in learning English, the lingua franca in many parts of the world. There is no

doubt that English has been ‘the first foreign language’ among Chinese people.

Cross-cultural communication permeates not only in our daily life, but also in

business field. It’s a pity that even with long-time and wide-coverage of learning

English in China, we cannot prevent ourselves from communicative failures in cross-

cultural conversations. At the early stage, most of the failures were due to people’s

limited English vocabulary; while the current failures are mainly caused by people’s

misusage of language or misunderstanding of culture.

In business field, on the one hand, the ever-increasing cross-cultural

communication provides platform for business cooperation; brings great opportunities

and creates huge profits; on the other hand, the consequence of pragmatic failure in

cross-culture business communication tends to be quite serious. It is possible to have

negative effects on individuals and also make companies suffer from both reputational

and economic loss.

The thesis is aimed at clarifying the concrete forms of pragmatic failure and

analyzing the triggers underlying the phenomenon in cross-cultural business

communication. Pragmatic transfer, as the core basis of this thesis, provides the author

with theoretical support for the analysis. People’s native language absolutely

influences in how they say in cross-cultural communication. According to Pragmatic

Transfer Theory, during the cross-cultural communication, people tend to

unconsciously apply linguistic rules and values in their native languages onto those of

foreign languages in expressing themselves and understanding others. Pragmatic

transfer can be further divided into positive and negative pragmatic transfer. Positive

pragmatic transfer promotes mutual understandings and bears positive effects on the

communication, while negative pragmatic transfer blocks mutual understandings and

has negative effects on the communication. It is this type of unconscious negative

pragmatic transfer of native language that causes misunderstanding and pragmatic

failure in cross-cultural communication.

The pragmatic failure in cross-cultural business communication mainly reflects

on two levels: language and culture. In linguistic aspect, pragmatic failures in view of

vocabulary, grammar and discourse are respectively introduced. In cultural aspect,

pragmatic failure is studied from the perspective of connotative meanings and

different values. Moreover, the author analyzes the triggers underlying pragmatic

failure in the following parts: geographic difference, historical difference, cultural

difference, stereotypes and prejudice and even high anxiety.

On the basis of previous study, the author puts forward suggestions for people.

People need first to constantly improve self pragmatic competence and remember to

apply communicative strategies accordingly during the communication. In this way,

the pragmatic failure will be comparatively less and it will be easier for people to

understand each other and achieve win-win business cooperation. Furthermore, it is

the author’s great hope that the analysis in this paper will bring some enlightenment to

people on pragmatic transfer during cross-cultural communication.

Key Word: cross-cultural communication, pragmatic failure,

negative pragmatic transfer

ⅲ

摘要

改革开放以来，我国经济迅猛发展，综合国力不断增强，中国无疑已成为

了世界上最具竞争力和吸引力的国家之一。越来越多的跨国企业选择来华投资或

是在华设立分公司。面对如此好的时机，国人对于学习英语这门国际通用语言表

现出了空前的热情。英语无疑已成为了我国的第一外语。

如今，跨文化交际不仅发生于日常生活的每个角落，在商务领域中也日益

频繁。可惜的是，近些年英语教育的普及并没有降低国人在中外交际中产生失误

的频率。早年中外交际失误产生的原因主要是由于国人对英语词汇掌握的有限性

而如今的交际失误更多是由于国人语言使用不当而造成的。

一方面，商务领域中的跨文化交际为中外企业的合作提供了平台，带来了

无限的商机，创造了巨大的经济利润。另一方面，跨文化商务交际中交际失误的

后果又可能是极其严重的，它不仅会给个人带来极大的负面影响，而且还可能

使公司遭受巨大的名誉和经济损失。

本文旨在阐述国人在跨文化商务交际中语用失误的具体表现形式并分析其

产生原因。语用迁移作为本文的核心基础，为作者提供了理论支持。母语对于人

们在中外交际过程中的语言表达存在潜在的影响。根据语用迁移理论，在跨文化

交际过程中，人们下意识地运用母语的语言规则及个人价值观来指导自己的行

为和思想，并以此为标准来解释他人的行为和思想。语用迁移有正负之分，正迁

移能够促进中外双方的相互理解，对中外交际产生积极作用，而负迁移却为中

外双方的相互理解设置了障碍，对中外交际产生消极作用。正是这种下意识的语

用负迁移使人们在跨文化交际中产生误解，从而造成了语用失误。

跨文化商务交际中的语用失误主要体现在语言与文化两个层面。与语言相关

的语用失误主要表现在词汇，语法和语篇三个方面；与文化相关的语用失误主

要表现在内涵意义和价值观两个方面。此外，地理位置的不同，历史背景的不同

文化背景的不同，文化定型和偏见以及交际过程中的高度紧张情绪都可能导致

语用失误。

在之前讨论的基础上，作者提出了相应的建议，即不断提高自身语用能力

并在交际过程中运用相关的交际策略。作者希望通过这样的方式能够帮助跨文化

商务交际中的人们减少发生语用失误的概率，加强双方的相互理解，从而形成

双赢的合作局面。同时，作者还希望通过本文的分析，就语用迁移在跨文化交际

中的重要性对人们有所启示。

关键字: 跨文化交际语用失误语用负迁移

Table of Contents

Acknowledgement………….…………………………………………………………i

Abstract….……………………......…….………………………………...…………..ii

摘要…………………………………………………………………………………..iv

Table of Contents………...………………………………………………………...…v

Chapter 1 Introduction………………………………………………………………...1

1.1 Research Background………………………………………………...............1

1.2 Research Objectives……...……………………………….…………….….…2

1.3 Rationale of the Thesis...…………...…………………….………………..….3

1.4 Description of the Target Data Collection……...………..…………….……...5

1.5 Structure of the Thesis…………………………………….……………..……

Chapter 2 Literature Review…………………………………………………………..7

2.1 Pragmatic Failure in accordance with Presupposition Theory..……..….….... 7

2.2 Pragmatic Failure in accordance with Politeness Theory……...………….….8

2.3 Pragmatic Failure in accordance with Relevance Theory…...………………10

Chapter 3 Pragmatic Failure and Pragmatic Transfer….……………….…….……...12

3.1 Properties of Pragmatic Failure……..…….……………………..……….…12

3.1.1 Definition of Pragmatic Failure……………………..………….....…..12

3.1.2 Classification of Pragmatic Failure…………………..…….…........…12

3.2 Aspects of Pragmatic Transfer……….……………………...…….……...…14

3.2.1 Introduction of the term ‘Transfer’ …………………………..…..…..14

3.2.2 Definition of Pragmatic Transfer .……….……………………......…..15

3.2.3 Two types of Pragmatic Transfer………….…………………….…….16

Chapter 4 Pragmatic Failure in Cross-cultural Business Communication…….…......19

4.1 Manifestations of Pragmatic Failure in Business Communication..………..19

4.1.1 Linguistic Characteristics of Pragmatic Failure…………….….….….19

4.1.2 Cultural Characteristics of Pragmatic Failure….…………..….…...…28

4.2 Triggers Underlying Pragmatic Failure in Business Communication………42

Chapter One Introduction

4.3 Pragmatic Competence and Communicative Strategy…..…...……….……...45

Chapter 5 Conclusion……………..………………..……..………………………….48

5.1 Findings of the Study………..………….……………………………….….48

5.2 Implications and applications…..……….……………………………….….48

5.3 Limitations of the Present Study……..….…………………………….……49

5.4 Suggestions for Further Research……...….………………………………...49

BIBLIOGRAPHY……………………….………………………………………….50

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摘要：

浅析跨文化商务交际中的语用失误现象ABSTRACTThankstotheeconomicreformandopening-up,Chinahasbecomeacompetitiveandappealingmarket,developingever-increasinglyfast.Asaresult,moreandmoremultinationalincorporationschoosetoinvestprojectsorsetupbranchesonthisland.Facedwithsuchgreatopportunities,Chinesepeoplehaveshowedunparall...

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