Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory

A Study of Chinese-English Code-Switching in Chinese Fashion Websites in the Perspective of the Theory of Adaptation

Author HeZuo
Tutor GuoPingJian
School Beijing Institute of Clothing Technology
Course Art
Keywords the Theory of Adaptation Fashion Websites Code-switching Linguistic Motivations Social Motivations
CLC G206
Type Master's thesis
Year 2012
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This thesis discusses the phenomenon of Chinese-English Code-switching in fashion websites on the basis of Verschueren’s Theory of Adaptation. The data source of the study are four famous fashion websites: http://www.yoka.com/, http://www.haibao.cn/, http://fashion.ifeng.com/and http://luxury.qq.com/.Firstly, through the process of analyzing the data,the author finds: (1)the majority of code-switchings are words and phrases in terms of classfication, (2)there are more intrasentential switchings than intersentential switchings and (3)these code-switchings mainly deal with fashion and appearance management. Secondly, the author finds two motivations of code-switching in fashion websites in the perspective of the Theory of Adaptation: linguistic motivations and social motivations. Linguistic motivations include Convenience, Quotation, Emphasis, Lexical gap-filling and Euphemism. And social motivations of code-switching are consisted of six parts: (1)the international status of English, (2)English education in China, (3)the editors in fashion websites,(4)the cyber citizens of fashion websites, (5)cultural communication and (6)the luxury market of China and commercial advertising strategies. In conclusion, the study aims at analyzing the code-switching in fashion websites and improving the edition, thereby promoting the development of Chinese fashion websites.

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