话语生态传播视角下城乡“防疫”宣传语研究

Research on "Epidemic Prevention" Slogans in Urban and Rural Areas from the Perspective of Discourse Ecology Communication

标语和喇叭在城乡防疫宣传中发挥了举足轻重的作用,通过对收集的话语样本进行分析,基本类型分为动员类、警示类和赞颂类,宣传载体和形式多样化。采取的话语策略大体分为硬核警告式和柔性劝导式。标语和喇叭在突发公共卫生事件中发挥了重要的线下宣传作用;"硬核"和"柔性"适应不同语境,体现了语言的战斗力和治愈力;新媒体和传统手段融合传播,线上与线下联动互补,形成了全民狂欢的语言文化景观。在话语生态传播视角下,需要对标语和喇叭的生态发展进行反思:要让生态话语宣传入脑入心,切实提高公民的生态文明素养,增强国民语言文明意识,促进传统与现代的融合发展,推进国家话语生态建构,提高国家治理现代化水平。

Slogans and loudspeakers play an important role in urban and rural epidemic prevention publicity.The collected discourse samples can be categorized as mobilization,warning and praise.Their discourse strategies are hard core warning and soft persuasion.Slogans and loudspeakers play an important role in offline publicity of public health emergencies."Hard core" and "flexible" approaches are for different contexts,reflecting the fighting power and healing effect of language.New media and traditional means of communication,online and offline interaction,constitute a national From the perspective of discourse ecological communication,it is necessary to reflect upon the ecological development of slogans and speakers.The words need to be memorable,people’s ecological literacy and language civility need to be enhanced so as to promote the fusion of traditional and modern development,advance the national ecological construction,and modernize national governance.