Research On The Cultural Marking Of Network Buzzwords

As an important manifestation of network culture,the generation and dissemination of network catchwords are great significance to reflect the development of network culture.Network culture is not a single culture,but a collection of many cultures.Behind the complexity fact is the cultural choice and integration of the network culture,and the competition and compromise between different cultural ideologies.Network catchwords reflect this essential characteristic of network culture.As a cultural product,network catchwords not only as a phenomenon,but also as a cultural symbol.This dual attribute strengthens the important role of network catchwords in carrying network culture.Therefore,it is hoped that through the theory of cultural iconicity,which originated from linguistics and was later applied to cultural studies,we can excavate the network cultural attributes behind the network catchwords,and make a detailed analysis of the synchronic and diachronic development of the network culture.This research uses content analysis method,comparative study method and literature research method,through combing,summarizing and demonstrating the "Top Ten Popular Languages on the Internet" published by business press and many languages widely spread on the Internet,and using relevant theories such as communication,semiotics to gradually discover the cultural orientation implied in network catchwords: spatial orientation,cultural orientation and behavioral orientation.The three orientations present a macro to micro research horizon,and gradually expose the real existence of cultural iconicity.On the basis of this study,it is further found that cultural iconicity has an important influence on the generation and dissemination of Internet catchwords.The marked items,middle items and non-marked items defined by cultural iconicity may occur in actual situations,such as dislocation,defect and turnover.There all may lead to a series of concealments such as cultural structure disorder,meaning reversal reconstruction and specific expression of different items when there based on the existing cultural atmosphere and the current situation of the fundamental problems.Therefore,from the perspective of network catchwords,the significance of cultural iconicity to network culture is profound: self-denial of social culture and stress adjustment of network culture,spiral evolution of network culture and repeated cycle of cultural phenomena,pan-artistic of network culture and potential crisis of cultural development have a great impact on network culture and the whole network society and cultural environment.Of course,this study still has limitations in predicting the future of network culture and inadequate analysis of far-reaching significance.However,it is still hoped that on the basis of combing and analyzing the above problems,it can provide reference ideas and theoretical significance for the regulation,governance and healthy development of network culture.