纳入母题框架叙事:一种网络传播的修辞策略

Narration Framed by Motifs: A Rhetoric Strategy of Internet Communication

新媒体事件中的某些故事反复叙述,就会形成文化人类学意义上的母题,这些母题产生的背后往往都伴随着民粹主义的影子,它提供了简单的是非判断,却忽略了事件本身的复杂性。纳入母题框架叙事是一种"事实包装",本质上是一种古典修辞策略。在民粹主义影响下,新媒体事件往往都隐含一个对抗母题,修辞成瘾是其形成机制,借助格式化策略,传播者可以将事件尽快定性,从而误导网民。社交网络空间的发帖是一种特殊的交往行动,它追求的是话语张力。选择纳入某种母题框架叙事,是传播效果导向的修辞策略,无疑也是当下互联网政治中的常见行为。

Repeated narration of some new media events can give rise to motifs in the sense of cultural anthropology,which always come with the shadow of populism.They offer simple judges of right and wrong,but neglect the complexities of the events.Narration which is framed by motifs is a kind of making-up facts,essentially a kind of classical rhetoric tactic.This paper believes that rhetoric addiction is the formatting system of the opposite motifs.By the tactic of formatting the communicator can determine the event＇s nature to mislead the netizens.Posting a message is a kind of special communicative action,which pursues the tension of discourse.Narration framed by motifs is an effectiveness-oriented rhetoric strategy,and without doubt is the common behaviour in present internet politics.