病毒式宣传中的修辞方法与隐喻  

Rhetorical Methods and Metaphor in Viral Propaganda

作　　者：克瑞斯·迈尔斯 范祖承(译) Chris Miles

机构地区：[1]英国伯恩茅斯大学企业与营销传播系,英国伯恩茅斯 [2]福建农林大学戴尔豪西大学联合学院(国际学院),福州350002

出　　处：《当代修辞学》2024年第1期30-45,共16页Contemporary Rhetoric

摘　　要：本文在修辞批评的视域内探讨了病毒式宣传这一现象,指出就其传播方式而言,宣传具有病毒属性。鉴于这一属性本质上是一种修辞建构,从修辞视角来分析病毒式宣传讯息将富有成效。文章首先讨论了修辞和修辞批评之于宣传的重要性,之后分析了病毒传播和宣传的核心概念——病毒或传染隐喻,以及病毒传播概念的营销根源。最后,运用修辞方法专门研究了围绕着模因及模因学而形成的话语。本文的讨论将对有关政治传播和说服的理解产生影响,并使我们在思考互联网模因的本质及其在现代宣传中的地位时更具批判性。The article explores the phenomenon of viral propaganda through the lens of rhetorical criticism in order to reveal the profitability of analysing the products of viral propaganda from the perspective of rhetoric and the viral nature of propaganda as a rhetorical construction.Hence,it commences with a discussion on the significance of rhetoric and rhetorical criticism to propaganda,then moves on to a consideration of the contagion metaphorthe core of viral communication and propaganda,and the marketing roots of the concept of viral communication,which shape our understanding of political propaganda and persuasion.In particular,a rhetorical approach is adopted to explore the discourse around memes and memetics,which makes it possible for us to more critically consider the nature of internet memes and their place in modern propaganda.

关 键 词：修辞 修辞批评 宣传 病毒式传播 隐喻 营销 

分 类 号：H05[语言文字—语言学]