祖国保卫者形象塑造——2012年2月23日普京卢日尼基体育场演讲分析

Image Building of Motherland Defender——Analysis on Putin’s Speech at the Luzhniki Stadium on 23 Feb 2012

2012年2月23日普京在莫斯科卢日尼基体育场拥护者集会上的讲话,是一个很值得研究分析的案例。从文化研究的角度看,借助文本研究和媒体研究的某些方法,将普京这次演讲看成是文本和初级编码,它得到了俄罗斯主流平面媒体的正面解码,得到了世界平面媒体的立场各异的解码,同时普京成功地推动了俄罗斯和各国平面媒体对他自身作解码,构成了新闻焦点;从语言学的角度看,"我们/祖国保护者"是贯穿演讲始终的整体隐喻,它表达了演讲者的核心思想——爱国主义以及他不妥协的性格,同时,卢日尼基集会对普京"祖国保卫者"形象的激活,是有构思、有设计的普京形象塑造系统中的一个环节,是总统选举前对普京形象的进一步提升。从演讲的策略看,与"中位数投票人定理"相吻合,普京诉诸国民观念的最大公约数——多民族的俄罗斯人民热爱他们共同的祖国俄罗斯,通过文学作品激发民众的爱国热情,力图重塑自己全民领袖的形象,不失为明智的策略。

It is well worth analyzing Putin＇s speech at the supporters＇ rally at the Luzhniki Stadium in Moscow on February 23, 2012. From a perspective of cultural studies, with some methods including text researches and media researches, Putin＇s speech can be viewed as text and primary coding, which has obtained positive decoding from Russian mainstream print media and various decoding from global print media according to different positions as well Meanwhile, Putin succeeded in promoting decoding of himself from print media both at home and abroad, making himself the focus of media. From the perspective of linguistics, ＂we/motherland defenders＂ are an overall metaphor throughout the whole speech, expressing the core of the speaker---patriotism and his uncompromising character. Besides, the Luzhniki rally＇s activation for Putin as ＂motherland defender＂ was part of Putin＇s conceived and designed image building in order to further enhance his image before the presidential election. From the perspective of speech strategy, in accordance with the ＂median voter theorem＂, it may be a sensible strategy for Putin to find the greatest common divisior of the national concept, that is, the multiethnic Russians love their common motherland Russia, inspiring Russians＇ patriotism through literary works and seeking to reshape his image as their national leader.