关键词: 趋近化理论, 外国媒体, “618购物节”, 国潮, 网购

Abstract: Based on foreign medias “China 618 Shopping Festival” reports, the paper conducts a critical discourse analysis from spatialtemporalaxiological perspective in proximization theory and explores the implied meaning of the foreign media via proximation strategy, so as to reveal foreign medias attitude towards the changes of Chinese youths enthusiasm for online shopping of ChinaChic products. It is found that foreign media often use spatial and temporal proximization strategies in their reports, which highlight their feelings of being threatened by the emerging Chinese brands, especially by the frequent new collaboration of social apps and ecommerce platforms in promoting sales. From the axiological aspect, the reports convey disapproval of the promotion strategies.

Key words: proximization theory, foreign media, “618 shopping festival”, ChinaChic products, online shopping