摘要
品牌“被标签化”指将品牌作为一种显性符号被报道者(事件或人物)归类为某一借由刻板印象形成既定印象的人或事件。从政务社交媒体中品牌“被标签化”的现象切入,以具有官方权威背书的政务社交媒体新闻叙事话语生产为议题,结合费尔克拉夫的批评性话语分析的方法,以政务微信公众平台中的代表性语篇为样本,从文本、话语实践与社会实践三个层面对新闻叙事中品牌“被标签化”的表现、话语逻辑及可能后果进行探究。结果表明:品牌作为标签,或与新闻文本形成描述性互文,或建构起预设并借由叙事矫正。出于政治、文化与社会多方面动机,政务社交媒体运营人员选择品牌“被标签化”式话语,并产生负面后果,勾连起语篇外的情绪并产生负面联想,是社交媒体时代话语策略中为工具理性所役的表现。品牌“被标签化”对新闻生产与品牌传播皆是模糊地带,基于标签的指涉与话语的互文,跳出业务层面对新闻生产研究的普遍框架,对探索政务社交媒体内容生产突围理论困境及现实难题的可能性路径具有重要意义。
Brand"labeling"refers to classifying the brand as an explicit symbol by the reporter(event or person)as a stereotype person or event.This article starts from the phenomenon of“labeled”brands in government affairs social media,and takes the production of government affairs social media news narrative discourse with official authority endorsement as the topic,combines Fairclough’s method of critical discourse analysis,using the government affairs WeChat public platform as the topic.The representative discourses in this paper are used as samples to explore the performance,discourse logic and possible consequences of brand"labeling"in news narratives from three levels of text,discourse practice and social practice.The results show that as a label,the brand either forms a descriptive intertext with the news text,or constructs a presupposition corrected by a narrative.Due to political,cultural and social motivations,government social media operators choose brand discourses that are"labeled",which lead to negative consequences of evoking emotions outside the discourse and generating negative associations,which are part of the discourse strategy in the era of social media.The"labeling"of brands is a fuzzy area for news production and brand communication.Based on the intertextuality between the reference of labels and discourse,this paper jumps out of the general framework of news production research at the business level,and explores the theoretical predicament of social media content production in government affairs.And the possibility solution of real problems is of great significance.
作者
张庆园
李欣
Zhang Qingyuan;Li Xin(South China University of Technology)
出处
《新闻与传播评论》
2023年第3期42-52,共11页
Journalism & Communication Review
基金
国家社会科学基金一般项目(22BXW110)。
关键词
政务社交媒体
标签化
新闻叙事
批评性话语分析
品牌
government social media
tagging
news narrative
critical discourse analysis
brand
