电视节目主持人的称呼策略研究

称呼语是人们在言语交际中进行人际定位的一种语言活动，是人际交流中必不可少的要素。称呼语的选择体现了交际双方的社会地位、角色关系、语用距离以及情感态度，恰当、得体的称呼语有利于促进言语交际。电视节目主持人语言是重视交际功能的动态语言，而语用学研究人们在语言使用中如何结合语境和意图来表达和理解话语的意义。从语用学的角度，借助语用得体、语用距离、语境顺应等理论，对语言修养较高的主持人的称呼策略进行动态的分析，有助于发挥媒体语言对大众语言的引领示范作用，从而推动社会语言发展。

Study of address strategies of TV presenters

As a language activity for interpersonal orientation, address forms are indispensable in daily communication. The choice of address forms reflects the identity, social status, pragmatic distance and emotional attitude of the communicating parties. Appropriate and tactful address forms can facilitate communication. The language of TV presenters is dynamic with a focus on communicative functions, while what the pragmatics studies is how people, integrating context and intention, create and understand the meaning of discourse. With the aid of pragmatic theories like pragmatic appropriateness, pragmatic distance, context adaptation, a dynamic analysis of the address strategies of TV presenters, who have comparatively better language cultivation, would contribute to exerting the guiding and demonstration effect of media language on masses language, and consequently benefit the development of social language.