话语竞争与集体协同——论网络娱乐式抗争的行动机制

On the Discourse Form and Action Mechanism of Internet Entertainment Resistance

运用多模态话语理论、模因理论与社会抗争理论,探讨网络娱乐式抗争的"武器"与集体行动机制。研究发现,借助网络传播的优势,网民以娱乐逻辑改写网络抗争,用多模态话语做"武器"强化劝服性话语的生产,同时通过拼贴与戏仿,撕裂能指与所指间的关系,提升话语竞争能力。在此基础上,基于话语的模因机制,网络娱乐式抗争以娱乐性吸引网民对能指进行大规模的个性化模仿,从而通过话语协同形成带有狂欢风格的、自组织的集体话语行动,建构了网络娱乐式抗争独特的集体行动机制。

This paper,by using multimodal discourse theory,memetic and repertoire analysis,discusses the discourse form and action mechanism of entertainment resistance of Chinese internet users.The study shows that with the communicative advantages of internet,entertainment logic of internet users rewrites the internet resistance.In internet entertainment resistance,the protesters strengthen the capacity of persuasive discourse production with multimodal discourse.Meantime,they rewrite the traditional struggle encoding rules by tearing the relationship between the signifier and the signified through collage and parody.Based on the meme mechanism of discourse,this kind of discourse transformation forms a wave of imitation,thereby forming a self-organizing type of collective discourse action,which forms the unique collective action logic of internet resistance.