流行语“多巴胺”的符号学解读

Semiotic Interpretation of the Catchword“dopamine”

随着“多巴胺穿搭”的提出与流行,“多巴胺”通过语义象似与认知联想的再符号化产生了以“色彩丰富”“快乐”为核心意指的抽象符号意义,并进入日常话语、商品命名、广告编辑等多领域的构词表达中。从网络模因的模仿到语言模因的复制是符号“多巴胺”的流行机制,这一过程离不开个体叙事者与广大社会群体的能动合作。作为意识与行动的产物,“多巴胺”反映社会现实的同时,对社会价值认知具有塑造作用,其符号意义的解释与流行反映了当下社会环境中焦虑、压抑的大众心理,对传统的解构与思维的创新倡导着自由个性与自我关怀的悦己价值观。然而,商品命名的自然化策略与大众的盲目跟风又会造成社会自我追寻的趋同化,使社会群体陷入符号的规训活动中。

With the proposal and popularity of“dopamine coupling”,“dopamine”has produced abstract symbolic meaning with“colorful”and“happy”as the core meaning through the re-symbolization of semantic iconography and cognitive association,and has entered the word-formation expression in many fields such as daily discourse,commodity naming,and advertising editing.From the imitation of network memes to the reproduction of language memes is the popular mechanism of the symbol“dopamine”,which is inseparable from the active cooperation between individual narrators and the vast social groups.As a product of consciousness and action,“dopamine”not only reflects social reality,but also shapes the cognition of social values.Its interpretation and popularity of symbolic meaning reflect the public psychology of anxiety and depression in the current social environment,and advocate the values of free personality and self-care against the traditional deconstruction and innovation of thinking.However,the naturalization strategy of commodity naming and the blind following of the masses will lead to the assimilation of social self-pursuit and make the social groups fall into the disciplinary activities of symbols.