大众传播中的语义错位、舆论生成及其逻辑演绎

Semantic Misplacement,Public Opinion Generation,and Logical Deduction in Mass Communication

将大众传播舆论生成问题转向依托符号学、语言学的研究范式,运用罗兰·巴尔特的符号学理论,发现语境是形成涵指错位的重要因素并导致语义错位现象发生,进而助推舆论事件出现。但语义错位的本质在于元语言和意识形态的冲突、对立,借助“漫画腰”个案,着力于语义层面讨论舆论发生规律,研究舆论事件发生的底层逻辑。研究发现,关于大众传播语义错位与舆论生成呈现如下特点:第一,语言具有施事能力,语义错位导致舆论爆发的要害在于传受之间存在言语行为的对抗;第二,语义错位下的元语言与意识形态冲突是舆论生成的根本逻辑,相似舆论事件反复发生之原因也在于此;第三,“修辞立其诚”,语义错位与舆论化约的关键在其“诚”。

This study shifts the focus of public opinion generation in mass communication to the research paradigm based on semiotics and linguistics,and applies Roland Barthes’semiotics theory to discover that context is an important factor in forming dislocated connotations and leading to semantic misplacement,which in turn promotes the emergence of public opinion events.However,the essence of semantic misplacement lies in the conflict and opposition between metalanguage and ideology.By focusing on the case of“waist of cartoons,”this study discusses the rules of public opinion generation at the semantic level and explores the underlying logic of public opinion events.The study found that the following characteristics are presented in the semantic misplacement and public opinion generation in mass communication:First,language has the power to act,and the key to the outbreak of public opinion under semantic misplacement lies in the opposition of speech acts between the sender and receiver.Second,the conflict between metalanguage and ideology under semantic misplacement is the fundamental logic of public opinion generation,and the reason for the repeated occurrence of similar public opinion events is also due to this.Third,“rhetoric stands for its sincerity,”and the key to semantic misplacement and public opinion reduction lies in its“sincerity.”