摘要
近年来,"锦鲤"形象从许愿求福的吉祥物逐渐演化成一种全民狂欢的表征,其狂欢的特征表现在全面性、仪式性和颠覆性三个方面。"锦鲤"传播中的狂欢现象,可以从传播渠道、传播内容、社会心理和网络营销四个方面分析成因。同时,要重视"锦鲤"传播中的狂欢现象所产生的各种社会影响,引导网民理性认识这种现象。
In recent years, the image of “koi carp” has gradually evolved from a mascot wishing for good fortune into a representation of national carnival, which is characterized in comprehensive, ritualistic and subversive aspects. The causes of carnival phenomenon in the communication of “koi carp” can be analyzed from four aspects: communication channel, communication content, social psychology and network marketing. At the same time, we should pay attention to all kinds of social influences caused by the carnival phenomenon in the spread of “koi” and guide Internet users to rationally understand this phenomenon.
作者
肖鲁仁
周小溪
Xiao Luren;Zhou Xiaoxi(School of Journalism and Communication,Hunan Normal University,Changsha,Hunan,410081;School of Educational Information Technology,South China Normal University,Guangzhou,Guangdong,510631)
出处
《湖南大众传媒职业技术学院学报》
2021年第4期26-30,共5页
Journal of Hunan Mass Media Vocational and Technical College
基金
湖南省哲学社会科学基金项目“大数据背景下经济新闻报道的创新研究”(编号:20JD046)的阶段性成果。
关键词
“锦鲤”传播
狂欢
社交媒体
网民
“koi”spread
carnival
social media
Internet users
