网络视觉模因传播机制研究

A Study of the Transmission Mechanism of Network Visual Meme

视觉模因是当今网络交际中的一种全新话语模式,具有强大的社会文化功能和话语力量,越来越受到学者们的关注。本文透过网络表象探究其传播机制,包括传播环境、传播动力、传播特征、传播手段和传播形态,研究发现:视觉文化转向为视觉模因的传播提供了基础环境,但真正推动它们传播的是新媒体参与文化下人们的参与意识和各种内在需求;传播过程中有重复有变异,总体呈现家族相似性特征;视觉模因变异源于结构上的开放性和可塑性,参与文化主体借助流行视觉元素,通过戏仿和拼贴等手段对其不断进行解构和重组,形成同构异质、异构同质与异构异质三种主要传播形态,从而实现重新语境化后的再创造。

Visual meme is a kind of brand new discourse mode in today's Internet communication,which has powerful social and cultural function as well as discursive power,therefore attracting more and more scholars' attention.This paper tries to explore the transmission mechanism of visual memes behind network phenomena,including transmission environment,driving force,transmission characteristics,transmission means and transmission pattern.It is found that the turn of visual culture provides the basic environment for visual memes' transmission,but what really drives them to spread is Internet user's participatory consciousness and various internal needs under the influence of new media participatory culture.In the process of transmission,there are repetition and variation,and the general characteristics is family resemblance.Based on the openness and flexibility of visual meme structure,digital cultural participants,with the help of popular visual elements,constantly deconstruct and reorganize visual memes through such means as parody and remixing,leading to three main transmission patterns of “same form different meaning”,“different form same meaning” and “different form different meaning”,thus realizing re-creation after re-contextualization.