Invented voices in Chinese online comments: A footing analysis of embedded principals and constructed direct speech

Abstract

While extensive research has explored the characteristics of social media comments, the playful use of direct speech in commentary has received relatively little attention. Building on prior findings and our pilot study, this research proposes the term “invented voice” (IV) alongside “embedded principal” (EP) and “constructed direct speech” (CDS), analyzing data collected from the RedNote community within the framework of Goffman’s footing theory. Our analysis reveals several key insights: (1) Invented voices may be categorized along three dimensions, those being EPs’ speaking capabilities, the relational distance between EPs and posters, and the realization richness of CDS (e.g., two-turn combination, multimodality); (2) Chinese netizens tend to employ a diverse array of multimodal resources and offer comments that feature puns within their invented voices; (3) These invented voices serve six pragmatic functions, those being to enhance agency, deploy humor, mitigate face-threatening acts, represent social realities, express affect, and convey information. Ultimately, these voices may construct reality through interactions among collective audiences. This study contributes to the further development of the conception of footing, reexamining speakers’ roles in direct speech on social media and outlining their practical implications for future research on creative language use.