网购平台汉语流行语的认知分析

发布时间：2018-07-17 00:46

【摘要】：随着网络时代的到来,互联网渗透到人们日常生活的各个层面,网络购物作为一种全新的消费模式被越来越多的人所接受,逐渐融入城市网民的日常消费当中。由网络购物引发的汉语流行语也逐渐引起人们的关注。近年来,大部分学者对网购用语的研究主要集中在分析其语言特点,对其进行简单分类上。也有学者从表层分析了网购新词的旧义及其演变而来的新义。然而,对网购平台汉语流行语系统性的研究还不多见。本文运用框架语义学和域理论,并辅之以概念隐喻和转喻,以定性和定量的方法,对从报刊杂志及其网络上搜集到的80多个网购平台汉语流行语进行分析,试图揭示网购汉语流行语的生成过程。通过对网购平台背景的分析,我们发现,网购平台的消费者呈现出女性显优,占比高于男性,年龄偏年轻化,整体学历偏高等特点,其交易模式不同于实体店商业交易模式,呈现出一定的虚拟性。我们通过归纳定性的方法,从语音、构成和修辞三个层面对其进行了研究,研究发现,网购汉语流行语表现出以下特点：语音方面,网购平台汉语流行语的称呼语多体现出运用平声和多音节等特点。构成方面,表现出多缩略形式、合成形式、借用英语词和多表情符号等特点。修辞方面,多运用隐喻和转喻。同时,我们注意到网购汉语流行语产生的显而易见的因素包括经济和商业因素的影响,语言文化因素的影响及语言使用者心理因素的影响等。从认知角度看,网购平台汉语流行语的生成是符合人类经验和知识结构的。文章依据层次性、蕴含性和简洁性三原则,用树形图表示的方法,仿真出网购平台的一个整体框架和四个子框架包括买家、卖家、商品和金钱,目的是为了表现出框架与框架内元素的关系。这些框架呈现出内部关联性和开放性等特点。通过研究发现,这些网购平台汉语流行语的生成其实是凸显框架中某一元素的结果。其中凸显得最多的是买家的身份,性别及其时尚性,买家动作的迅速,卖家店铺的荣誉,商品的流行性以及销量,卖家劳动的分工,商品交易的安全性,买家和卖家之间的亲切感等。文章把网购平台汉语流行语依靠框架分成与买家,卖家,商品,金钱有关的四类,从每一类中挑选出若干有代表性的例子进行个案研究。我们还发现,在凸显的过程中,一些网购平台汉语流行语是从别的领域借用过来的,除了意义变化以外,其语用功能也发生了变化,然而其目的还是依赖框架凸显某一元素。作者希望通过本论文对网购平台汉语流行语进行的多层面的研究,推动学界对语言系统中极为活跃的网购语言的积极关注,并在一定程度上丰富语言本体研究,促进人们对网购平台汉语流行语特点的理解,帮助人们在网购时有效开展语言交流。作为一种新出现的语言变体,网购平台汉语流行语仍处在发展变化阶段,其相关问题值得学界的进一步关注和研究。
[Abstract]:With the advent of the Internet era, the Internet has penetrated into every aspect of people's daily life. As a new consumption pattern, Internet shopping has been accepted by more and more people and gradually merged into the daily consumption of urban netizens. The Chinese popular language caused by the Internet shopping has also gradually aroused people's attention. In recent years, most scholars have come to the attention of most scholars. The study of online shopping language is mainly focused on the analysis of its language characteristics and the simple classification of the language. Some scholars have also analyzed the new meaning of the new words and their evolution from the surface. However, the systematic study of the Chinese popular language of the online shopping platform is not much.
Using framework semantics and domain theory, and using conceptual metaphor and metonymy with qualitative and quantitative methods, this paper analyzes more than 80 Chinese popular languages collected from newspapers and magazines and their network, and tries to reveal the process of generating Chinese popular language in online shopping.
Through the analysis of the background of the online shopping platform, we find that the consumers of the online shopping platform have the characteristics of female excellence, the proportion is higher than the male, the age is younger, the overall educational background is high, and the trading mode is different from the business transaction model in the entity store, which presents a certain virtuality. In the three layers, the study found that the Chinese popular language in online shopping shows the following characteristics: phonetic aspects, the address of the Chinese popular language in the online shopping platform is characterized by the use of vocal and polysyllabic features. In its constituent aspects, there are many abbreviations, synthetic forms, use of English words and multiple emoticons. At the same time, we have noticed that the obvious factors in the generation of Chinese catchwords for online shopping include the influence of economic and commercial factors, the influence of language culture factors and the influence of language users' psychological factors.
From a cognitive perspective, the generation of Chinese popular language in the online shopping platform is in line with human experience and knowledge structure. The article, based on the three principles of hierarchy, implication and simplicity, uses the method of tree graph to simulate a whole framework and four sub frames of the online shopping platform, including the buyers, the sellers, the goods and the money. The purpose is to show the frame. The relationship between the frame and the elements within the frame. These frameworks show internal and open characteristics. Through the study, it is found that the generation of Chinese popular language in these online shopping platforms is actually the result of a certain element in the framework. Among them, the most prominent are the identity of the buyer, the sex and fashion, the rapid buyer's movement, the seller's shop. Honor, the popularity of the goods and sales, the labor division of the seller, the security of the commodity trading, the kindness between the buyers and the sellers. The article divides the Chinese popular language of the online shopping platform into four categories related to buyers, sellers, goods and money, and selects several representative examples from each category to carry out a case study. It is also found that in the process of prominence, some Chinese catchwords for online shopping platforms are borrowed from other fields. Besides the change of meaning, their pragmatic functions have also changed, but the purpose is to rely on the framework to highlight a certain element.
The author hopes to carry out a multilevel study of the Chinese popular language of the online shopping platform, and promote the active attention of the academic community to the very active online shopping language in the language system, and to a certain extent, enrich the language ontology research, promote the understanding of the Chinese popular language point of the online shopping platform, and help people to carry out the online shopping effectively. As a new language variant, the Chinese popular language of the online shopping platform is still in the stage of development and change, and its related issues are worthy of further attention and research in the academic community.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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