凸显与隐藏：近代报刊中的国货漫画隐喻研究

Prominence and Concealment: Studies of Metaphors of the Comics of Chinese Goods Movement in Contemporary Newspapers and Periodicals

文章旨在研究近代国货运动期间以提倡国货为主题的漫画的隐喻使用。研究发现,这些漫画使用最多的有身体隐喻、疾病和死亡隐喻、战争隐喻以及鬼怪隐喻。身体隐喻在一定程度上是对女性的性别规训,疾病和死亡隐喻意在唤醒国民的历史创伤感,战争隐喻实现了对民众的主体询唤,鬼怪隐喻主要是对外货进行污名化。这些隐喻建构了民族主义的视觉想象和现代消费主义的视觉仪式,映射出一个时代复杂的现实矛盾和话语权的争夺,起到了沟通宏观政治和微观日常生活、精英与大众之间对话的作用。

This article explores the metaphorical use of comics with regard to promoting domestic products during the contemporary Chinese Goods Movement. The study finds that the most frequently used comics are body metaphors, diseases/death metaphors, war metaphors, and ghost metaphors. The body metaphor is to some extent a gender education for women. The disease/death metaphor is intended to awaken the historical trauma of the people. The war metaphor has realized the subjective appeal to the public sprit. The ghost metaphor is mainly stigmatizing foreign goods. These metaphors construct the visual imagination of nationalism and the visual rituals of modern consumerism, which map out the complex contradictions of the times and the struggle for discourse power, and play a role in communicating macropolitical and micro-daily life, and the dialogue between elites and the public.