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This article analyzes popularization discourse about GM on three WeChat public accounts in an attempt to identify the knowledge-oriented and reader-oriented discursive strategies for the construction of affinity. It is found that the coding of the popularization discourse is characterized by interactivity on the lexicogrammatical and semantic levels. Such a coding orientation plays an important role in the construction of affinity and the realization of the writer’s stances.

, authors=Jianzhen Liu^{1, 2}, authorsList=Jianzhen Liu, authorCompany=null, correspAuthors=null, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1289993178677883604, articleId=1289993178182955730, tenantId=1146029695717560320, journalId=1149652312894775300, language=CN, title=新媒体语境下科普话语亲和力建构研究, columnId=1289156595011658448, journalTitle=科普研究, columnName=研究论文, runingTitle=null, highlight=null, articleAbstract=

本研究以三个微信公众号中关于转基因的科普话语为研究对象，从知识导向和读者导向两方面分析了科普话语中亲和力的建构。研究发现，微信公众号中的科普话语在词汇语法层和语义层体现了话语的编码取向：互动性。这种编码取向不仅有利于话语亲和力的建构，而且也能体现作者的立场。

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²College of Foreign Languages and Literature, Beijing Normal University, Beijing 100875, bio=null, bioImg=null, bioContent=null, aboutCorrespAuthor=null), CN=AuthorExt(id=1289993179164422880, tenantId=1146029695717560320, journalId=1149652312894775300, articleId=1289993178182955730, authorId=1289993179017622236, language=CN, stringName=刘建桢, firstName=null, middleName=null, lastName=null, prefix=null, suffix=null, authorComment=null, nameInitials=null, affiliation=null, department=null, xref=^{1, 2}, address=¹西北师范大学外国语学院，兰州　730070
²北京师范大学外国语言文学学院，北京　100875, bio={"content":"

刘建桢，西北师范大学外国语学院讲师，研究方向：语篇语言学、系统功能语言学，E-mail：513097896@qq.com。

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刘建桢，西北师范大学外国语学院讲师，研究方向：语篇语言学、系统功能语言学，E-mail：513097896@qq.com。

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