跨境平台中的民族主義話語：小紅書上中國與台灣使用者的語言策略

Abstract

本研究旨在探討中國社群媒體平台小紅書中的民族主義話語運作機制，以及台灣使用者在跨境網路語境中的表述與認同展演。本文以小紅書為分析對象，聚焦於「中國台灣」、「台灣」、「灣灣」關鍵詞下的貼文，透過語料分析建構理論與實證的對話。本研究探討兩項核心問題：第一，檢視中國使用者如何透過語言策略建構我群／他群邊界並生成民族主義敘事；第二，分析台灣使用者如何在平台語境中進行語言層面的調整與維持，並在不同語言特徵與話題脈絡中展現身份位置。方法上，第一部分以 van Dijk 的「意識形態方陣」作為分析架構，結合人工標註與 LDA 主題模型，辨識中國使用者貼文中常見的意識形態策略及其議題結構。第二部分以台灣使用者貼文為核心，採語言策略分析取徑，從書寫系統、詞彙適應程度、自我與台灣的認同方式，以及不同話題領域的語言使用差異進行比較，並輔以 TF-IDF 呈現台灣語料的話題焦點與關鍵詞彙特徵。研究結果顯示，小紅書的民族主義話語往往以生活化敘事與情緒語言包裹，並在不同關鍵詞語境下呈現多樣的論述型態；台灣使用者則呈現「分層調適」現象：形式層面如書寫系統相對具彈性，較容易承載身份區隔，而在詞彙選擇與身份認同等層面則展現較高維持性。整體而言，本研究指出跨境平台互動未必導向單一且穩固的共同體想像，而更常透過日常語言與情感連結形成碎片化的互動脈絡。

This study examines how nationalist discourse operates on Xiaohongshu, a Chinese social media platform, and how Taiwanese users articulate self-positioning and perform identity in a cross-border online context. Focusing on posts under contentious keywords such as “China Taiwan,” “Taiwan,” and “Wanwan,” the study uses corpus-based analysis to build a dialogue between theory and empirical evidence. It addresses two questions. First, how do Chinese users employ language strategies to construct in-group/out-group boundaries and produce nationalist narratives? Second, how do Taiwanese users adjust and maintain linguistic practices within the platform environment, and how do they position identity across different linguistic features and topical contexts? Methodologically, the first part adopts van Dijk’s ideological square as the analytical framework and combines manual coding with LDA topic modeling to identify common ideological strategies and issue structures in Chinese users’ posts. The second part centers on posts authored by Taiwanese users and applies a language-strategy approach to compare writing systems, degrees of lexical adaptation, ways of referencing the self and Taiwan, and linguistic variation across topical domains. TF-IDF is further used to highlight topical foci and salient lexical features in the Taiwanese corpus. Findings suggest that nationalist discourse on Xiaohongshu is often wrapped in lifestyle-oriented narratives and affect-laden language, producing diverse discursive patterns across keyword contexts. Taiwanese users exhibit a pattern of “layered adaptation”: orthographic choices (e.g., writing systems) are relatively flexible and more readily carry identity distinctions, whereas lexical choices and referencing practices show comparatively greater stability. Overall, the study argues that cross-border interactions on the platform do not necessarily lead to a coherent and stable imagined community; rather, they more often operate through fragmented interactional trajectories sustained by everyday language and affective connections.