“锦鲤热”的冷思考

Take a Cool-headed Look at the Craze for Koi Fish

作为一种新的网络文化现象,"锦鲤热"兴起是互联网技术、自媒体时代和网络化营销等因素综合作用的结果。理性审视"锦鲤热"现象,应既看到个体借助转发锦鲤寻找精神寄托、引发群体共鸣、舒缓社会压力的心态,也看到"锦鲤热"作为流行文化和"安全阀"的社会效用。如果任其自发性过度发展,会对社会心态、价值取向及社会秩序造成不良影响。对"锦鲤热"现象进行有效引导,需要从现实关怀、舆论引领和价值观涵养等方面着手。

This paper makes a rational analysis of Chinese people’s“craze for koi fish”,a new cultural phenomenon produced by the Internet technology and networking marketing in the We-media era.On one hand,reposting koi-related tweets allows individuals to find a spiritual niche and resonate with others;as a popular culture,the craze for koi fish can do the trick of a“pressure relief valve”.On the other hand,overzealous attention to“koi fish”may produce negative effect on social mentality,people’s value orientation and even social order.Colleges and universities need to provide students with more care and better values education and help them develop a correct attitude towards the craze for koi fish.