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題名:網路模因的擴散:流通經濟視域下中國霧霾段子的數位修辭分析
作者:劉玲
作者(外文):LIU, LING
校院名稱:世新大學
系所名稱:傳播研究所(含博士學位學程)
指導教授:游梓翔
學位類別:博士
出版日期:2020
主題關鍵詞:環境修辭霧霾段子網路模因流通經濟傳達價值Environmental RhetoricHaze-related DuanziInternet MemeEconomies of CirculationDeliveryValue
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數位文本(如網路模因)的出現,符合公民個人寫作轉向公共寫作的趨勢。為應對數位流通情境下公眾環境修辭研究所面臨的挑戰,本研究基於流通經濟視角,採用多重方法設計,對中國霧霾段子進行數位修辭分析,追溯模因的擴散問題,最終建構出「生產-分配-交換-消費」修辭傳達模式,以詮釋公眾的環境修辭機制與策略。研究發現:模因的成功擴散取決於該模因的價值,其價值可以根據使用價值或交換價值進行評估。模因經由生產、分配、交換與消費實現流通:表面而言,體現了模因的使用價值,即對霧霾問題進行修辭批評;深層來看,則呈現出模因的交換價值,即通過價值交換覆誦批評。另外,訴諸情感成為首要的修辭策略,主要體現在訴諸「對抗-愛國」情緒。在說服公眾參與環保活動方面,模因扮演相對有限的角色,但其在情緒發洩與環保意識喚醒方面的作用毋庸置疑。簡言之,本研究聚焦模因價值論,為拓展流通經濟理論提供新註解。
The emergence of digital texts, such as Internet memes, is in line with the shifting trend of citizens’ personal writing to public writing. This study used the haze-related Duanzi, a popular meme on the Chinese Internet, as an example, to explore how memes publicly express environmental rhetoric’s circulation online in China. From the perspective of Economies of Circulation, multiple methods were employed to analyze the digital rhetoric, trace the circulation of internet memes, and construct a rhetorical delivery mode of "production-distribution-exchange-consumption" interpreting the environmental rhetorical mechanism and strategy of the public. It was found that the successful diffusion of memes depends on the value of the specific meme, and its value can be evaluated according to the use-value or exchange-value. The meme is circulated through production, distribution, exchange and consumption: superficially it reflects the use-value of the meme, that is, the rhetorical criticism of haze problem; from a deeper perspective, it shows the exchange-value of the meme, that is, the fantasy chaining of rhetorical criticism through value exchanging. In addition, pathos especially the emotion of "antagonism–patriotism" has become the primary rhetoric strategies. Although the production and dissemination of Internet memes play a relatively limited role in stimulating public participation in environmental protection activities, they enable emotional venting and increase environmental awareness. In short, this study focused on the theory of meme value and provided new annotations for expanding the theory of Economies of Circulation.
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