Semantic Changes and Pragmatic Functions of Address Form “Bao” in Chinese Media Context

Abstract

As an emerging address form, "Bao" is popular and widely used in media and has its own place in lovers' prattles. This article compares the newly fashioned address "bao" with the other two address forms, "bao bao" popular in 2015 as one of the ten buzzwords and "bao bei", respectively. It is found that the three shares the basic semantic meaning, but the degrees of their semantic extension differ. There are three semantic meanings: to refer to children from the parents' part, refer to someone in close relation, and refer to all the people. Meanwhile, "bao" has its distinctive features in pragmatic functions. The first one is to maintain a harmonious relationship, and the second is to achieve communicative goals. Therefore, we should consider when choosing among the three addresses, albeit their semantic generalization, in case of pragmatic failure.