健康焦虑的社会话语建构——基于医学广告的文本情感极性分析

Social Discursive Construction of Health Anxiety:a study Based on Textual Analysis of Sentiment Polarity

医学广告是健康焦虑建构的主要诱致性因素,也从侧面展示了当代中国社会医学话语体系与社会、身体、性别的互动。以《健康时报》2014年刊登的医学广告为研究样本,基于文本的情感极性实证分析,发现医学广告偏向于负面情感的表现修辞叙事。其主要通过疾病的性别定型化、健康危机的制造与患者的自诊化等三个方面的话语策略建构受众的健康焦虑,而非正面、积极的自我提升感。这些策略的背后是性别阶序的意识形态话语、健康的技术化规训与私人规则的使用等深层话语机制的运作。其后果是健康焦虑的话语建构不当会带来潜在的社会危害,如过度医疗。

Medical advertisement,an indicator of how medical discursive system,society,body and gender interact,is largely conducive to the construction of health anxiety.The present research is based on the sentiment polarity analysis of sample medical advertisement from Health Times in 2014,one of the top three health journals in China.The findings have disclosed at least three arguments：1.medical advertisement,not informative of a positive self upgrading as expected,but a negative epideictic oratory in essence,mainly constructs the health anxiety through three channels gender stereotype,health crisis fabrication and patient self-diagnosis.2.What ideologies underline the three constructive strategies？They are gender hierarchy,health technique and private rule.3.Improper discursive construction of health anxiety would do detriments to the society in the long run,e.g.Overtreatment.