摘要
选取国内各省级"全民阅读"主题活动10年来的226条宣传标语,采用话语分析的方法,分析"全民阅读"宣传标语的共识动员策略.文本分析层面,"全民阅读"宣传标语通过突出城市形象、政策导向、家庭风气、个人修养、时事热点等导向明确的主题和关联互动的衔接手段、动词引导的及物性,多样建构"全民阅读"主题;话语实践层面,进一步挖掘标语背后的权力,发现在力量上承担告知和引导等功能,连贯性采用押韵和对偶等形式,互文性使用引用和用典等手段;社会实践层面,从宏观、中观、微观视角阐释了"全民阅读"标语基于宏大的主流意识,通过营造"全民阅读"的社会氛围从而转化为个体取向.
Abstract
This paper selects 226 propaganda slogans from domestic provincial"National Reading"theme activities over the past decade and employs discourse analysis to examine the consensus mobilization strategy of these slogans.At the textual analysis level,the"National Reading"slogans diversify the construction of the theme by emphasizing clearly defined topics such as city image,policy orientation,family customs,personal cultivation,current affairs hot spots,and cohesive means of correlation and interaction,as well as the transitivity of verb guidance.At the level of discourse practice,we further investigate the underlying power dynamics of the slogans,revealing that power serves functions such as informing and guiding,while coherence manifests in forms such as rhyme and parallelism,with intertextuality employing techniques including quotations and allusions.Finally,at the level of social practice,it analyzes the slogan"National Reading"from macro,meso,and micro perspectives,demonstrating that it is rooted in grand mainstream consciousness and transformed into individual orientation by fostering a social atmosphere conducive to"National Reading".
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