符号学视域下“锦鲤祈愿”语义简论

A Brief Semantics Discussion on the “Koi Pray”from the Perspective of Semiotics

2018年支付宝锦鲤大奖的诞生,在社交媒体上迅速掀起了“锦鲤祈愿”的热潮,“锦鲤”作为2018年十大流行语之一,也成了自媒体时代象征“好运”的新符号。从符号学角度看,“锦鲤祈愿”实质上是一种符号的建构与互动,是祈愿者将个人情绪、诉求和愿望等赋予“锦鲤”符号来表达自我、沟通他人的新方式。“锦鲤”符号的深层内涵及深远影响,可以从文化、文本、主体、消费四个层面进行深入探究。

The birth of the Alipay Koi Award in 2018 quickly set off a wave of"Koi Pray"on social media. As one of the top ten buzzwords in 2018,"Koi"has become a new symbol of "good luck"in we-media era.From the perspective of semiotics,"Koi Pray"is essentially a symbolic construction and interaction,and it is also a new way for the prayer to express self and communicate with others by putting personal emotions,demands and wishes into the "Koi". The cultural connotation and far-reaching influence of the "Koi"can be further explored from the four levels of culture,text,subject and consumption.