“特地背着家乡人生产”:“特产反差叙事”的生成与极化

Specialty Products That Are Not Known to the Locals:The Generation and Polarization of Contrast Narratives of Specialties

2024年初,“南北换礼”的特产交流热潮在网络上掀起了一场“特产摸底”的狂欢,并衍生出了言说地方特产的“特产反差叙事”。传统意义上的“特产”总是与特定地域紧密相连,对于相关知识掌握程度的差异,以及对于特定物产价值认知的不同,也能够在本地人与外地人之间形成区分。在“特产反差叙事”中,人们对特定物产传统产地的认知,与该物产当下产地之间的差异,是反差效果得以形成的基础本地人对于本应该属于群体内部的特产知识的疏离,以及相关物产刻板印象的颠覆,消除了特产的区分功能,加剧了反差感。“特产反差叙事”的生成与传播,在一定程度上淡化了消费社会附加于特定物产之上的价值符号,也让民众对我国的农业技术水平有了新的认识,提振了民众的自信心和自豪感。不过,这种情绪因素也主导了叙事的演变,使之呈现出极化生长的趋势,最终成为情绪性大于事实性的“后真相”式知识。

At the beginning of 2024,the upsurge of specialty exchange of“Gift Exchange between the North and the South”sparked a carnival of“specialty research”on the Internet,which gave birth to“contrast narrative of specialties”about local specialties.“Specialties”in the traditional sense are always associated with a specific region.Differences in the mastery of relevant knowledge and perceptions of the value of specific products can also form a distinction between locals and outsiders.In the“contrast narratives of specialties”,people have specific opinions about the products.The generation and dissemination of“contrast narratives of specialties”dilute the value symbols attached to specific products by the consumer society to a certain extent.The development has produced new understandings and boosted people's self-confidence and pride.However,emotion is also the factor that dominates the evolution of narratives,showing the most obvious growth trend,eventually becoming a“post-truth”knowledge that is more emotional than factual.