Pragmatic Identity Construction of TikTok Internet Celebrity Dong Yuhui Based on Rapport Management-Adaptation Model

Abstract

This study examines the construction of pragmatic identity in the live-streaming discourse of Douyin host Dong Yuhui by integrating Spencer-Oatey's Rapport Management Theory with Verschueren's Adaptation Theory. It proposes a "Rapport Management — Adaptation" framework to move beyond traditional adaptation-based analyses and offer a more nuanced understanding of identity formation in digital contexts. The research addresses three key questions: what types of pragmatic identities are constructed across various live-stream scenarios, what rapport-adaptation strategies are employed from a relational perspective, and what interpersonal functions these identities serve. A multi-level analysis reveals that Dong's discourse functions as guidance at the macro level, demonstrates specific communicative purposes at the meso level, and negotiates interpersonal elements such as face, rights, obligations, and equality at the micro level. By examining the contextual factors that shape identity choices, the study highlights the dynamic and strategic nature of identity construction in live-streaming interactions. Theoretically, it enriches the study of pragmatic identity by introducing a relational and adaptive perspective. Practically, it contributes to a deeper understanding of how online influencers like Dong Yuhui construct and manage their public personas, offering valuable implications for the analysis of celebrity discourse in emerging digital platforms.