“油腻”的产物：修辞化网络流行语的社会意义

李沙

摘要：任何一类网络词语的传播与使用流行，是长期以来社会情感与价值观念积聚下的外在语言呈现，因此网络流行语也成为当今社会交往的重要互动方式。近年来，修辞化网络流行语更为直观地反映出人们在交往过程中的审美与情感的外化倾向。通过对典型网络热词“油腻”进行修辞话语分析，其意义生成过程再现了群体和代与代之间借助网络流行语进行意义协商与话语权力争夺，反映出消费文化和流行文化对人们精神世界的双重裹挟，有必要以媒介文化的视角进行再审视。

关键词：网络流行语 “油腻” 消费 修辞化

The Product of “Greasy”：The Social Significance of Rhetoric Network Buzzwords

Li Sha

Abstract The prevalence of the spread and use of any type of online buzzwords is an external language outbreak that has long been accumulating due to social emotions and values.Therefore，network words have become an important interactive way of social communication.In recent years，rhetoric network buzzwords reflect intuitively the aesthetic and emotional externalization tendency of people in the process of communication.Through the rhetorical discourse analysis of the typical Internet buzzword “greasy”，its meaning generation process reappears the meaning negotiation and discourse power struggle between groups and generations with the help of network buzzwords，and reflects the double bound of consumer culture and popular culture to people's spiritual world，which must be re-examined from the perspective of media culture.

Keywords Network Buzzwords；“Greasy”；Consumption；Rhetoric