本书使用人类学方法收集数据，通过对国内外话语研究现状及趋势的分析建构语篇系统分析理论框架，整合话语分析理论、批判话语分析及社会文化研究，总结中国当代农村商业保险销售中的语言使用策略和方法，并对其内在动因进行探索。本书对农村保险销售语体特征、模式、劝说策略、身份建构及其内在社会文化动因的描写和分析，丰富了对中国农村现实语言事实的描写，厘清了语言、身份建构、社会文化动因之间的内在关系，也拓展了社会语言学、跨文化交际、商务英语方面的相关研究。
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Contents
总序
前言
Chapter 1 Introduction 1
1.1 Background Briefing 2
1.2 From Linguistic Manifestation to Social Transformation 6
1.2.1 Introducing Insurance Sales Discourse 7
1.2.2 Discourse System as the Overarching Framework 8
Chapter 2 Mechanism of the Chinese Insurance Sales, Data Collection
and Analysis 10
2.1 Language, Friendship and Persuasion in Insurance Studies 10
2.1.1 Language and Friendship in Insurance Studies 13
2.1.2 Persuasion in Insurance Study 16
2.2 Theoretical Approaches 19
2.2.1 Critical Discourse Analysis 19
2.2.2 Identity Construction 22
2.3 Three Key Questions 26
2.4 Discourse System and Maxims of Friendship Engagement 27
2.4.1 Discourse System 29
2.4.2 Maxims of Friendship Engagement 33
2.4.3 Confucianism and Utilitarianism 35
2.5 Business Communication and Culture 41
2.5.1 The Chinese Business Culture 42
2.5.2 Guanxi 43
2.5.3 The Key Values of Facework and Politeness in the Chinese Society 48
2.6 Genre Analysis, Participation Framework and Guanxi 52
2.6.1 Genre Analysis: Communicative Purpose, Moves and Steps 53
2.6.2 Negotiation of Participation Framework through Guanxi 55
2.6.3 Frames, Footing and Contextualization Cues 59
2.6.4 Guanxi and Topic 61
2.7 Data Collection and Data Analysis 64
2.7.1 Data Collection and Transcription Conventions 65
2.7.2 The Sampled Location 67
2.8 The Research Procedure 69
2.9 Analysis Procedure 70
2.10 Summary 71
Chapter 3 Genre Analysis of the Insurance Sales Dialogues 73
3.1 Different Schools of Genre Analysis 73
3.1.1 Australian School 73
3.1.2 Narrative School 74
3.1.3 American School 75
3.2 Communicative Purposes 79
3.3 Moves and Steps 81
3.3.1 A Sample Analysis of Moves and Steps 82
3.3.2 Detailed Analysis of Moves and Steps 89
3.3.3 Introducing the Offer 99
3.3.4 Offering Incentives 102
3.3.5 Establishing Credentials 103
3.3.6 Other Moves 106
3.4 Summary 108
Chapter 4 Topic Management in Insurance Sales Dialogues 112
4.1 Introduction 112
4.2 Topic Management 112
4.3 Phatic Talk and Its Functions 113
4.4 Categories of Talk in Insurance Sales Interactions 116
4.4.1 Three Types of Talk 117
4.4.2 Friendship Talk 117
4.4.3 Institutional Talk 122
4.4.4 Task-oriented Talk 131
4.5 Summary 134
Chapter 5 Negotiation of Interactive Frames and Discourse Identities 136
5.1 Introduction 136
5.2 Negotiation of Frames and Discourse Identities in Different Types of Talks 136
5.2.1 The Context of the Interactions 137
5.2.2 Co-construction of Different Identities in Task-oriented Talk 138
5.3 Summary 161
Chapter 6 Epilogue and Discussions 165
6.1 Summary of Discursive Features, Frame Mediation and Discourse Identity 165
6.2 Discussions 166
6.2.1 Theoretical Framework, Analytical Framework, Analytical Concepts
and Methodology 166
6.2.2 A Socio-cultural Perspective 170
References 174
Appendixes 193
Appendix I A Reconstructed Dialogue between an Insurance Sales
Agent and a Prospective Client 193
Appendix II Questionnaire for Insurance Sales Agents 201
Appendix III Questionnaire for Clients 202
Appendix IV A Sample Answer to the Questionnaire from an Agent 203
Appendix V A Sample Interview of an Agent 207
Appendix VI A Sample Interview of a Client 208
Appendix VII Confession of an Agent 209
Index 213
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