后浪隐喻的出场逻辑、表现样态及其价值建构

The Appearance Logic, Expression Pattern and Value Construction of the Houlang Metaphor

"后浪"特指下一代、青年一代,代表着积极向上、推陈出新的力量。后浪隐喻是互联网平台借助生活化经验、连贯性文化实现营销并传播其文化价值的网络文化现象,其围绕青年群体不断形塑出有助于其商业营销的文化样态,预示着负载商业价值诉求的网络文化向主流话语转型的探索。技术赋能下媒介融合场域的生成与生活样态变迁中文化消费需求的提升成为后浪隐喻的出场语境。在叙事方式上,后浪隐喻是符号价值的表意实践,形成了可视化传播的视觉文化转向;在目标指向上,后浪隐喻消融了文化分化、年龄代沟与趣缘差异,建立了弥合网络社群差异的文化样式。尽管后浪隐喻通过符号建构实现了与主流话语的融合探索,但其娱乐化、消费化、工具化的场域转向却引发了与主流文化的价值牴牾。因此,消解这种以商业运转逻辑为中轴驱动的网络文化现象,发挥主流文化的价值引领,探索建构与主流文化协同包容发展之路径,以实现对后浪隐喻的价值建构,成为亟待解决的问题。

Houlang(后浪, waves behind) refers to young people full of positive energy an innovative idea. The houlang metaphor is a network cultural phenomenon in which the Internet markets and spreads its cultural values by means of real-life experience and coherent culture. It focuses on young people and constantly shapes cultural patterns that are conducive to its commercial marketing, indicating the attempt of the network culture loaded with commercial demands to explore the mainstream discourse. With the empowerment of technology, the generation of media convergence field and the promotion of cultural consumption demand in the change of life provide the context for the appearance of the houlang metaphor. In terms of narrative approach, the houlang metaphor is an ideographical practice of symbolic value, forming a visual cultural transformation of visual communication. In terms of direction, the houlang metaphor removes cultural differentiation, age gap, and interest difference, and establishes a cultural pattern that bridges the difference of online communities. Although the houlang metaphor is an excellent integration with the mainstream discourse through symbol construction, its entertaining, consumptive and instrumental domain change goes against the mainstream value. Therefore, it is necessary to intervene and dispel the network culture driven by the logic of business operation, give full play to the guidance of mainstream culture, explore coordinated and inclusive development with the mainstream culture, and realize the value construction of the houlang metaphor.