The Sociolinguistics Analysis Of Taobao Shop Names

Global networking has become a trend. Internet is a tremendous power which can change social attitudes and cultivate new civilization. In China, the network has also penetrated in people’s daily lives, gradually changing people’s regular lifestyle. Online shopping becomes a new choice which is increasingly accepted by the general.However, the names of web stores have also become a new type of linguistic phenomenon that both retains the traditional model and innovates variation patterns. This present study employs the shop names in jie.taobao.com as studying preparation materials and attempts to analyze the characteristics of the structure types and linguistic features of online shops’ names. In the process of analysis, in order to provide theoretical support, it runs through the comparison between online shops with traditional shops’ names, and study context of online shops’ names which use the theory of context in Systemic Functional Linguistics as support and to find out the reason why online shops’ names changed.According to the type of structure, the shop names have been divided into traditional type and variation type. Furthermore, the proportion of variation type is higher than traditional type. It is more changeable and has the richer content. From the language features part, on one hand, the text form of shop names are variable and the shop names which only include Chinese words are tread to oddifing. The best quantities of syllable are seven, eight and nine which are more than traditional shop names. On the other hand, the source of shop names’ words is more broad and creativity. A part of shop names even subvert the meaning of the words. Third, rhetorical devices used in the online shops is also relatively more and flexible. As the view of context, it divides into situational context and cultural context. Among them, situational contest includes network environment, operators and consumers relations, communicative way. Cultural context includes traditional culture, internet culture and consumer culture. Through the research of contextual features, we can see that the change of shops name is the results of it and current context adapt to each other.