模因论视角下中国公益广告互文性研究

发布时间：2018-01-23 15:04

本文关键词： 互文性模因公益广告文化　出处：《曲阜师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：互文性指的是所有文本都是对其它文本的吸收和转化，它涉及的是一个文本与前文本的关系。互文性自从产生以来，受到各个领域专家学者极大的关注，对其研究甚为广泛。其中大多数是从社会和文学批评角度进行的，从语言学方向进行研究相对较分散。模因论是英国学者Richard Dawkins提出来的一个概念，，用以说明文化的传播，即认为文化传播是通过模因的自我复制得以实现的。公益广告的互文性研究可以从多种理论进行探讨，模因论可以是其中一种可供考虑的选择。根据这一理论，模因可以看作是公益广告互文性发生的一种“酶源”。本文试以我国公益广告为例，以模因论为视角，探究公益广告中互文性产生的机制。本文从CNTV和CCTV随机选取了100条公益广告为研究对象，采用定性的研究方法对数据进行分析。首先，用计算出公益广告中使用互文性的比率。然后，对使用引用、典故和仿拟的公益广告进行个案分析，来探究互文和模因的关系。对公益广告的研究得出三个结论：第一，不是所有的公益广告都使用互文性，这一结论将基于第四章的分析得出。第二，互文性的基础是模因。这一点通过对三种互文性的分析得出。第三，互文性的形成源于作为文化传播单位的模因的传递。研究者在公益广告中发现了互文性与模因的共同面，文化。使用互文性的公益广告是对前文本的一种模仿，前文本中必然有一定的文化因素。互文性和模因中都有文化的传播。此外，模因是文化传播的载体，文化传播通过模因的传播得以实现。因此，模因的传播是公益广告文本和前文本之间互文性得以实现的根源。换句话说，模因的传播产生互文性，这是互文性产生的机制。本研究有一定的理论和实践意义。首先，互文性研究从一定程度上得到丰富。此外，为公益广告撰写者提供了一种新的写作技巧。同时，观众可以从新的角度解读公益广告。
[Abstract]:Intertextuality refers to the absorption and transformation of all texts to other texts, which involves the relationship between a text and a pre-text. Intertextuality has attracted great attention from experts and scholars in various fields since its emergence. Most of them are carried out from the angle of social and literary criticism, and the study is relatively scattered from the perspective of linguistics. Memetics is a concept put forward by Richard Dawkins, an English scholar, to illustrate the spread of culture. That is to say, cultural communication is realized through the self-reproduction of memes. The study of intertextuality of public service advertising can be discussed from a variety of theories, and memetics can be one of the options for consideration. According to this theory. Meme can be regarded as an "enzyme source" for the occurrence of intertextuality in public service advertising. This paper attempts to explore the mechanism of intertextuality in public service advertising from the perspective of memetics and taking our country's public service advertisement as an example. This paper selects 100 public service advertisements randomly from CNTV and CCTV, and uses qualitative research methods to analyze the data. First of all. By calculating the ratio of intertextuality in public service advertising, and then analyzing the case of using quotation, allusions and imitation of public service advertising, the paper explores the relationship between intertextuality and meme. The study of public service advertising draws three conclusions: first, not all public service advertising use intertextuality, this conclusion will be based on the analysis of chapter 4th. Second. The basis of intertextuality is meme. This is obtained from the analysis of three intertextualities. Third. The formation of intertextuality originates from the transmission of memes as a unit of cultural communication. In public service advertisements, researchers have found the common side of intertextuality and meme. The use of intertextuality in public service advertising is a kind of imitation of the previous text. There must be certain cultural factors in the former text. Intertextuality and meme have cultural communication. In addition, meme is the carrier of cultural communication, and cultural communication can be realized through meme. The transmission of memes is the root of the intertextuality between the text of public service advertisement and the former text. In other words, the transmission of memes produces intertextuality, which is the mechanism of intertextuality. This study has some theoretical and practical significance. Firstly, the intertextuality research is enriched to some extent. In addition, it provides a new writing skill for public service advertisement writers. At the same time. Viewers can interpret public service advertisements from a new perspective.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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