趋近化视阈下医学科普话语的建构——以微信公众号“丁香医生”为例

Construction of medical popular science discourse from the perspective of proximization theory: A case study of WeChat official account Dr. Dingxiang

本文基于趋近化理论(Cap,2013),以丁香医生微信公众号2022年阅读量10万以上的10篇医学科普话语为语料,从空间、时间和价值三维度探析公共话语尤其是医学科普话语的传播。研究发现:空间趋近化是丁香医生医学科普话语建构的主要途径,时间、价值趋近化则作为辅助工具。在空间趋近化上,丁香医生将抗生素等与读者健康构成威胁的事物界定为入侵中心实体的消极外部实体;在时间趋近化上,不同时间维度的灵活切换构建外部威胁对读者影响的持续性与紧迫性;在价值趋近化上,刻画内外实体对立冲突的价值观以彰显未然风险物理化的可能性。基于上述强制识解操作,丁香医生公众号推文从时间、空间、价值上对内、外中心实体进行动态建构,揭示了趋近化模式对大众认知的强力引导。本研究结果为医学科普话语如何被公众接受以及公共话语模式的建构提供了一定的理论依据。

Based on the proximization theory of Cap(2013), the study takes the medical popular science discourse of the WeChat official account Dr. Dingxiang as the research object, and explores the dissemination of network public discourse—not least medical popular science discourse—from dimensions of spacial, temporal and axiological proximizations. The findings show that spatial proximization is the principal approach to construct the medical popular science discourse of Dr. Dingxiang, while temporal and axiological proximizations serve as auxiliary tools. As for spatial proximization, Dr. Dingxiang defines things threatening readers' health, such as antibiotics, as negative external entities invading deictic center. Regarding temporal proximization, flexible switching of different time dimensions builds the persistence and urgency of external threats' influence on readers. Concerning axiological proximization, it depicts the ideology of opposites and conflicts between internal and external entities in order to highlight the possibility that danger is approaching to practical activities and becoming a reality. The construal operation uncovers that Dr. Dingxiang conducts dynamic construction of internal and external entities from temporal, spacial and axiological dimensions, and strong manipulative effect of the proximization pattern on public cognition is reached. The results of this study provide a certain theoretical basis for the acceptance of medical popular science discourse by the public and the construction of public discourse pattern.