On The Network Buzzwords In The Social Public Events

Language is a tool for human to transform information. The network buzzwordsraised by the popularity of the Internet is not only the product of chasing trendy, butalso a way of netizens to express their wishes and public opinion’s supervision.Especially in recent years, the network buzzwords such as "very yellow, very violent","push","hide and seek" almost spurt out. In this paper, the type of network buzzwordsfrom the social and public events is the research object, and aims to systematicallyand comprehensively research the characteristics, forming factors, the formationprocess, propagation effects and the guiding strategy of such networks buzzwords.First, on the basis of the connotation and characteristics of the networkbuzzwords in the social and public events, the paper deeply analyzes three majorfactors of its formation from three angles, internet users--the subject, backgroundevents--the object and network media--the carrier. The scale of Internet users, groupidentity and individual psychology are dominant roles among its formation factors;the events with fuzzy truth, unconventionality and social public are its producingbackground factors; the network media, with strong interactivity and beyond time andspace dimensions, provides the best breeding environment for its birth. Later, underthe guide of Hall’s encoding and decoding theory, and Richard Dawkins’ theory ofmemes, the paper gives three main steps of the formation in the network buzzwords inthe social public events, and they are netizens’ interpreting the background events,meaning reconstruction code in the new context, diffusion of edited symbols asmemes. Only after finishing these three steps, does the language symbol becomevaluable network buzzwords. After internet users finish interpreting backgroundevents through the ways of preferred interpretation, consultation interpretation andconfrontation interpretation, and according to their own words, they will make code ofrebuilding meanings in the new context, and the codes are mainly the reference codingand self-creating coding. As a meme, language symbol compiled by netizens, ismainly genotype meme diffusion and structural meme diffusion in the diffusionprocess. Finally, from a positive, neutral and negative angle, the paper explores thedisseminating effect of such network buzzwords. And separately they are, the positiveeffects include expanding the social impact of the background events, formingresonance force of public opinion supervision and enriching the content and form ofmedia reports; The neutral effects include promoting the emergence of “language knowledge gap ", changing the traditional agenda-setting mode and affecting thedevelopment of public discourse space; The negative effect is likely to cause publicconcern bias and even cause network spoof. At the same time, as for how to lead itsneutral effects and avoid its negative effects, the paper gives several guide strategies,that is, rationally using network buzzwords, playing the guiding role of the opinionleaders, Guiding the public opinion in the rational development, strengthening theeducation and guidance comprehensively, promoting the network’s law building andimproving Internet users’ self accomplishment.