网络中医美传播的论证策略分析  

Analysis on dialectical strategies of medical cosmetology communication on the Internet

作　　者：黄冉 陈彦瑾 Huang Ran;Chen Yanjin(Qutou(Henan)Culture Media Co.,Ltd,467002;School of Journalism and communication,Jinan University,Guangzhou,510632)

机构地区：[1]河南省趣投文化传媒有限公司,平顶山467002 [2]暨南大学新闻与传播学院,广州510632

出　　处：《现代广告》2022年第8期25-32,共8页Modern Advertising

基　　金：2017年教育部人文社会科学青年项目“非西方语境下论证问题的哲学分析与评价”(编号:17YJC72040001)的阶段性研究成果。

摘　　要：本文采用语用论辩学理论下的“四阶段”模型和策略操控理论,以“新氧医美”为例,通过收集和研究“新氧”在网络中的传播文本,并选取其中较具代表性的一篇,具体分析该文本中所使用到的论证策略。相对于以往,网络中的医美传播更加注重合理性和有效性的平衡。传播过程中,医美传播主体和受众的动态互动也占据着越来越重要的地位。通过从论证的冲突阶段、开始阶段、论辩阶段、结束阶段将所选取的文本进行重构和分析,并从受众反应的方面具体考察其论证的效果。“新氧”通过省略对价值判断的论证、使用“稻草人”战术、巧用话语隐含等策略为自己营造论证优势,同时,“新氧”的传播文本中也存在“论证不严谨”“对受众的质疑应对不当”等问题。“新氧” 的论证策略对网络中的医美传播具备一定的借鉴意义。This article adopts four-stages model and strategic maneuvering,using XinYang medical cosmetology as an example,this paper collects the articles XinYang posted online and selects a representative one as the project of this study to analysis the strategies it uses in argumentation. Medical cosmetology communication on the Internet puts more value on the balance of dialectical reasonableness and dialectical effectiveness, the interaction between authors and target audiences also plays a bigger role in the process. In the aspects of confrontation stage, opening stage, argumentation stage and concluding stage, the selected article is reconstructed and analyzed. The effect of the article is examined by studying the feedback of target audiences. XinYang strengthened its standpoint by skipping the argumentation on value judgment and by using scarecrow tactic and the implication of discourses, meanwhile its argumentation also has shortcomings such as fallacies in its demonstration and poor response to audience opposition. The dialectical strategies XinYang uses in communicating on the Internet can be used for reference in future medical cosmetology communication.

关 键 词：医美传播 论辩话语 语用论辩学 策略操控 

分 类 号：G206.2[文化科学—传播学] C914[经济管理]