What is the discourse "out of the circle": the communication practice of metaphorical network buzzwords

Author: Cai Yan (professor and doctoral supervisor of the School of Journalism and Communication of Hunan Normal University) Zhao Xue (Master of Journalism and Communication College of Hunan Normal University)

Source: "Youth Reporter", No. 16, 2022

In recent years, with the continuous development of Internet technology, the virtual platforms set up on the Internet have become an important field for people to communicate and communicate. In the network environment, the expression of the spontaneous formation of netizens has also spawned a series of online buzzwords that are different from conventional languages. Yyds "" XSWL ", etc., completed simplified expression in the form of first letters. In the network field, these deviating ways of expression are increasingly favored by the youth groups, and a new discourse system has gradually formed. However, in the complicated network buzzwords, there is another kind of different types. It uses metaphor as a rhetoric, and uses analogy to express its meaning, such as "Hou waves", "social animal", "inner volume" and so on. From a semantic perspective, this type of buzzword is not as straightforward as other types of buzzwords; from the perspective of the scope of use, most of them have a certain circles. However, in its communication practice, such buzzwords often appear at a very high frequency, and can often break through the barriers of the circle and resonate in a larger range. Therefore, we can't help asking, why can metaphor be an important path to generate online buzzwords? What text features are metaphorical network buzzwords? How did it achieve "out of circulation" in the process of spreading and diffusion?

Discourse generation: metaphorical network buzzword

Rhetoric logic and text attributes

Obviously, metaphorical network buzzwords are a metaphorical way of migrating the rhetoric methods in literature to a new way of expressing words, but the network as a carrier and context is given by its own characteristics. Internet buzzwords are based on new features and functions. We can say that the synergy of literary rhetoric and the network field determines the inherent attributes and text expression of metaphorical network buzzwords.

(1) Logic of rhetoric: Metaphorical icons under the relationship of significance. Like other literary rhetoric methods, metaphor has its own rules. No matter how the field of metaphors changes, as a specific expression method, it always needs to follow this established rhetoric logic. Metaphorical network buzzwords are also no exception. Metaphor's rhetoric logic is the key to its ability to complete the expressive activity.

As early as the ancient Greek period, Aristotle proposed a metaphorical discussion, which defines the metaphor as "using a word that represents a certain thing" [1]. Later, the famous language philosopher George Rykov and Mark Johnson proposed the "conceptual metaphor" in the book "The Metaphor of Our Survival" and developed the doctrine of metaphors. They believe that metaphor is an important way to construct concepts, "the essence of metaphor is to understand and experience the current things through another thing" [2]. The key mechanism is "mapping" for the reason why metaphors can construct concepts.

"According to the theoretical framework of Ledov and Johnson, the metaphor is divided into two areas: origin and target domain. The essence is to realize the origin, easy understanding, and concrete to a familiar, difficult to understand, abstraction, abstraction, and abstraction. The mapping process of the target domain. "[3] In this way, with the metaphorical mapping relationship, people can obtain a clear understanding of things referred to in the target domain in a more convenient way. Specific to metaphorical network buzzwords, at the stage of its generation, people also need to give some characteristics of the starting domain to the target domain, and use one specific and familiar concept to explain the other relatively unfamiliar new concept. For example, the origin of the "small fresh meat" is food. It takes the characteristics of "freshness" to map to the target domain. In the future, people will use to refer to young, tender male artists.

Further look at, metaphorical network buzzwords are a significance mapping generated by characteristic similarity. The meaning sharing under the mapping relationship is the logic of metaphorical network buzzwords. In other words, the core of metaphorical network buzzwords is the migration of meaning. For example, "Houlang" as a typical metaphorical network buzzword, it contains two layers of concepts: From the perspective of the surface, the "front wave" is always in front of the "back wave", just like the "senior" is always excellent in social status in social status In the "younger generation"; from the deepest point of view, the "post -wave" will obviously surpass the "front wave" in the state of "rushing", which means that the "juniors" will also surpass the "senior" with a "progressive" attitude. Obviously, when the "post -waves" are used as a metaphorical network buzzword to refer to the "juniors", what it shared is not only a similar feature, but also includes a deeper significance carried by this characteristic.

In short, unlike ordinary online buzzwords, metaphorical network buzzwords use rhetoric to perform expressive activities. The bottom logic is a meaning mapping relationship. With this relationship, the migration of meaning is realized. This is also Makes people very intuitively grasp the new concepts and new things.

(2) Text attributes: the importance of perceptual and representative objects of analog relationships. Metaphor is an important way to generate network buzzwords, but obviously not all metaphorical words can develop into metaphorical network buzzwords after their appearance. Investigating the metaphorical network buzzwords that are generally accepted and widely spread by people, the author found that most of them have two typical characteristics such as perceptual and representative objects of analog relationships.

Ledov and others once pointed out: "We build and understand a huge abstract concept system through the concepts of fixing and physical experience. It can even be said that our awareness of almost all abstract concepts is based on the synonyms. , Metaphorical projection of physical and perceptual experience to understand. "[4] Therefore, if you want to achieve vivid images of metaphorical network buzzwords applied in the network field The relationship is emotional. The so -called "sensational" can be directly perceived, but this direct perception is not directly present, but refers to the physical practice process or some common life experience that people are familiar with. For example, when people mention "lying down", based on experience, we naturally think of the physical state of "flating", and then people will use "lying" to metaphorize, indicating a kind of metaphorical metaphorical, indicating a kind of metaphorical metaphorical, indicating a metaphorical metaphor, indicating a kind of metaphorical metaphorical, indicating a metaphor, indicating that a metaphor is a kind of metaphorical. Life attitude. It can be seen that it is physical experience that makes this discourse emotional. Ethics can provide us with a convenient way to think and judge, and then become a path for us to quickly grasp things, and this method is just in line with the network environment. In the network environment, people have the characteristics of fast -paced and shallow reading when receiving and understanding things, which also makes the perceptual perceptual of metaphorical network buzzwords, the easier it is to be accepted and spread.

In addition, although the audience who can be performed as a metaphorical network buzzword provides possibilities, the importance of the representative object is the key to the resonance. As a unique expression of metaphorical network population, it naturally carries corresponding information and significance, and has a characteristic function of language symbols. If the metaphorical network buzzwords want to achieve extensive circulation, the objects it represents must also have practical significance, which can reflect some kind of social problems. For example, the reason why "Houlang" can attract widespread attention is precisely because of its representation as the young group of the latecomers, and the younger generation is directly related to the future development of the country and the nation. Intergenerational relations are a difficult problem that cannot be avoided in the development of youth development. Essence

In short, the importance of perceptual and representative objects of analog relationships is that metaphorical words are transformed into metaphorical network buzzwords that need to be possessed. Consumption habits; the latter further gives metaphorical network buzzwords with value and significance, and uses the importance and universality of the representative object to the attention and participation of more audiences.

Discourse "out of the circle": metaphorical network buzzword

The mechanism of communication and derivatives

Specific rhetoric logic and text attributes are the prerequisite for metaphorical network buzzwords, and the reason why metaphorical network buzzwords can be widely used and eventually moved out of the circle.

(1) Power of Communication: Agree with the dual promotion of psychology and public effects. From the perspective of time dimension, metaphorical words can be transformed into network buzzwords is a dynamic transmission process from individual output to group use, and the user's own identity and the context based on the context of the group are metaphorical metaphors. The original power of the type of network buzzwords is continuously spreading outward.

If you trace the source, most of the metaphorical network buzzwords are mostly in the innovative expression of a certain individual, and this innovative expression gives the original text to varying degrees of metaphor. Once these metaphors used by a certain individual, they often soon cause netizens' contention and imitation. The deep power of this forwarding and imitation is exactly the psychological and crowded effects.

Specifically, the basis of the participants' forwarding or imitation is the recognition of this metaphorical network buzzword. The reason why "lying flat" is widely spread is precisely because of the participants that it uses a flat physical condition to refer to the psychology of an attempt to escape reality and temporarily pursue ease, and this depiction with its own life now Or work status is in line with. It is worth noting that in the process, participants will also produce a psychology that assumes that others agree with. "Projection" can be briefly understood as "the operation process of people put their own ideas at will" [5]. In the use of metaphorical network buzzwords, participants often assume that others have the same experience as themselves as they have, and when there is acting and comments during the communication process, this assumption will be feedback in positive feedback Reinforcement under action. At this time, the use of metaphorical network buzzwords from the one -way expression of the individual to the dynamic connection between the two parties.

If the identity is the first step in promoting metaphorical network buzzwords from individual expression to group transformation, then when this group says has become a new creative style, it will start from the effects. Congzhong refers to the "reaction, behavior of maintaining consistency, or changing someone's behavior to match the people around" [6] [6]. In fact, a considerable part of the people who use metaphorical network buzzwords have a semi -meaning of their meanings. They do not feel deeply about a certain buzzword, but in order to better integrate into the group, they will also choose to use this to use this. Buzzword. For such people, the need to agree with psychological retreat has become the main reason. This large -scale use behavior caused by the public will promote the spread of metaphorical network buzzwords in a viral way.

In short, only through the individual expression of producer innovation, metaphorical words can not become online buzzwords. From the transformation of metaphorical words to Internet buzzwords, the dual promotion of identity and compassionate effects in the process of dissemination. Under the role of these two powers, the text itself can continue to spread and spread. (2) Derivative mechanism: The words of derivative mutation and diversity are coming out. From the perspective of space dimensions, the scope of metaphorical network buzzwords often further moves out of the circle after completing the transformation from individuals to specific groups. It is not difficult to find along its diffusion path. Most of the metaphorical network buzzwords that can break through the circle and resonate in a larger range have the same derivative mechanism. In the process of spreading, this episode is reflected in the associative of derivative mutation and diversified.

First of all, when metaphorical network buzzwords enter the public domain, most of them will produce a series of similar variants. This conceptual variant can be further refined into two types: "derived" and "mutation". "Disposter" refers to a variant form that comes from metaphorical network buzzwords and maintains consistent with its connotation. For example, the prototype structure of "sauerkraut fish" is "I am a sauerkraut fish, sour and vegetables," after imitation and innovation, such as "I am a sword -toothed shark In the expression, the discourse after the variant is still based on the original structure of "sauerkraut fish", and the connotation and emotional colors have not fundamentally changed. There are also some metaphorical network buzzwords that the meaning will be separated from the original hidden metaphor after the concept variant, which can be regarded as "mutation" at the connotation and emotional level system.

However, no matter whether it is derived or mutant, most of the metaphorical network buzzwords are mostly possibly of rewriting. Participants can rewrite them according to their own experience and needs. The higher the possibility of the second degree of creation, the richer the text connotation of the metaphorical network buzzword, and the wider the applicable population.

If the concept of conceptual variants expand the text connotation of metaphorical network buzzwords, then the pluralistic combination enriches the expressive practice of metaphorical network buzzwords. In Hall's view, "combination" is a connection form that can form two different elements under certain conditions. [7] Settled network buzzwords were at the beginning of the birth of a language symbol. When it became a public discourse, it was often loaded on the picture. At this time, the combination of language symbols and visual symbols constitutes a new expression system, that is, metaphorical emoji.

Among the many metaphorical emoticons, the text and the map have generally formed two combination methods. Most metaphorical emoji packages are the types of interoperability of text. For example, "lying down" and "swing bad" and other corresponding action postures of cartoon characters are generally enhanced to strengthen the visibility of metaphorical network buzzwords; there is also a one. The type of coexistence is the conflict of text maps. The text and the picture are "two flowers bloom, each table is each". The purpose is to combine the contradictions of the subject through the division of the text and the graph, which highlights the inner expressiveness. Such coexistence methods are commonly related to metaphorical network buzzwords such as "Lemon Essence" and "Social Animal".

The emergence of metaphoric emoji enables metaphorical network buzzwords to transform from text text to visual text. Because it is more fitted with metaphorical network buzzwords to use the communication habits of the group. As a result, after the emergence of such emoji packages, the frequency of metaphorical network buzzwords will be further improved.

In other words, derived mutations produce a series of related metaphorical network buzzwords through the variant of the concept, extending the scope of use, and the multiple combination makes the metaphorical network buzzwords more abundant with the help of the pictures, which improves its communication and its spread. Effect. Under these two derivative mechanisms, metaphorical network buzzwords are continuously expanded and changed, and eventually they can be rushed out of the specific circle of birth, becoming a popular discourse phenomenon beyond the circle.

Metaphorical culture:

As an identity label and action performance

Metaphorical network epidemic

Sacher once pointed out: "At any time, on the surface, the instead of existence can not leave the social facts, because it is a symbol. Its social nature is one of its inherent characteristics." [8 ] Metaphorical network buzzwords are also the same. As a constructed discourse form, it "not only involves a symbol that involves content or representation" [9]. Therefore, from the perspective of social culture, we can further peek into the complicated and complicated sample of metaphorical network buzzwords through the appearance of entertainment.

(1) New subject of identity label and category. Counting various metaphorical network buzzwords, nearly half appeared in the form of identity labels, such as "social animal", "code farmers", "white lotus", "bars" and so on. Some scholars once said that "the self -generation of subjectiveness and structured, usually depends on the construction of a series of identities in the leading discourse" [10]. Metaphorical network buzzwords are important ways to construct the subject identity. It gives users a certain internal characteristics in the form of identity label, and constructs a new type of category based on characteristic similarity.

For individuals, metaphorical network buzzwords that are labels as identity labels often construct their subject as a prominent characteristic. When the main body believes that the characteristics of the self or others have the label, it will automatically attach this label to it. Essence Most of the individuals who claim to be "social livestock" think that even if they work hard like livestock, there is still a gap between ideals and reality; and people who are labeled "White Lotus" are always particularly good at pretending to be holy and innocent. It can be seen that, as a metaphorical network buzzword that defines the subject identity, it must have some prominent features, and this prominent feature is the core representation of the identity of the label user. However, the identity label metaphorical network buzzword is not just the externalization of individual identity. It is also a category standard that defines and distinguish between groups. Different from the traditional division of groups, occupations, interests, etc., the metaphor of the identity label is a metaphorical network buzzword as a metaphorical label based on the characteristics of the label. In other words, when the identity label -type metaphorical network buzzwords are popular, the objects it depict naturally constitute a new category, and the label bearer has become a new subject under this category.

In addition, the category about self and others often shows different characteristics because of different emotional colors. "Social Animal", "Code Farm" and "Sauerkraut Fish" are all related categories. This type of label to eliminate the unwillingness and helplessness of the user's heart with the shell of entertainment. Most of them contain the characteristics of self -"dwarfing". On the contrary, some categories related to others have the meaning of deliberate heights. In the form of irony, they have strengthened some hostile emotions against others, such as "Master Versailles", "Roll King" and "White Lotus".

In fact, dwarfs and high levels are a kind of entertainment technique that characterizes identity, but you can find that you can find that the identity label of this entertainment factor is often related to the current hot topic or a certain social characteristics. "Social animal" and "sauerkraut fish" refer to the exacerbation of the current social competition and the surge in life and work pressure. Behind "Bar Essence" and "White Lotus" are the contradictions in interpersonal communication. Rather than saying a metaphorical network buzzword is a certain identity label, it is better to reflect the social reality in an image in a label.

(2) New tribe of action performance and style. In addition to the metaphorical network buzzword as a label, there is also a type of metaphorical network buzzword that can be attributed to action performances, such as "inner rolls", "lying flat" and "rotten". People will form a stylized new tribe based on behavioral consistency.

Most of the metaphorical network buzzwords of action performances use the body as the intermediary, and often involve specific actions or postures. The reason why this type of metaphorical network buzzword is a action performance is that when the subject uses them, it is not really done in real life. They just choose to take some action or posture To characterize the inner psychology similar to it. Therefore, from the text level, such metaphorical network buzzword itself is a virtual, imaginary action performance.

Furthermore, the subject's use of action metaphorical network buzzword itself is also a kind of action performance, which often has the characteristics of exaggeration and teasing. For example, attached to the relevant pictures, "Unprecedented life is incomplete", "Lying flat is the greatest feat in my life" and other words, is Temporarily evade exaggeration of behavior, at the same time, this exaggeration has a certain postmodern meaning. When this kind of action performance accompanied by the large -scale communication of the emoji package becomes a collective performance ceremony, the body will inevitably strengthen the user's virtual co -experience in virtue as an inductive system, so even if the user is in the time The space is different, and everyone can achieve "lying down" and "clouds in the clouds" through the consistency of action.

It can be seen that through the metaphorical metaphor, the use of the subject not only shares a set of virtual behavior patterns, but also formed the style characteristics of this group in the process of spreading the buzzword, which makes the user of the action category metaphoric network rivers gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually. A "new tribe" with internal consistency is constructed. "The new tribe does not have the hard standards of organizational forms we are familiar with. It refers to a kind of atmosphere and a state of consciousness." [11]. For users of action -like metaphorical network buzzwords, the expression of joke and exaggeration is the externalization of the tribal style, and the formation of style will subtly strengthen the sense of belonging and recognition of the tribe's belonging and recognition. It is precisely because of the emergence of the new tribe that the lonely self -deprecating behavior of users can be converted into group -style group heating and accompanying each other. Therefore, "the new tribe circle seems to be a loose tissue, which essentially acts as a member of the circle of members of the circle of tribes. "Function of Home" [12].

In short, unlike the direct positioning of self -or others as a metaphorical network buzzword as a metaphorical label, the metaphorical network buzzwords used as action performances through virtual physical condition and sharing behavior have spawned the exaggerated and teasing style. New tribe. If the former realizes the distinction between the group through the characteristics of the label, the latter has strengthened the sense of identity and belonging of group members with a shared experience and external style.

In fact, whether it is a label or action performance, the reason why metaphorical network buzzwords are widely popular because it is a cultural symbol, which carries the common social experience of the youth generation. Essence Therefore, from this perspective, metaphorical network buzzwords are obviously not just an entertainment text. The metaphor culture also shows us the pulse and side shadow of an era. Conclusion

The generation and dissemination of metaphorical network buzzwords is a complex discourse construction process. Unlike other types of network buzzwords. The generation of metaphorical network buzzwords needs to follow specific rhetoric logic and have corresponding text attributes. Only in spreading In the process of identity and dual support of the psychology and the public effects, metaphorical network buzzwords can continuously derive and eventually come out. At the same time, metaphorical network buzzwords are also mirror -like presented on social reality. It constructs young culture by identity label and action performance. In fact, metaphorical network buzzwords are wrapped in the various emotions of a generation with entertainment coats. It is helpless, humorous, and humorous. They are the real experiences of the young generation. It is true that the popularity of various online buzzwords will eventually cool down with time. It is the metaphor of an era.

[This article is the research results of the National Social Science Fund's major project "Internet sub -cultural communication mechanism and guidance" (number: 18zda313)]]

Reference format for this article:

Cai Yan, Zhao Xue. What is the discourse "out of the circle" -the circulation of metaphorical network buzzwords [J]. Young reporter, 2022 (16): 42-45.

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