媒体传播视域下民俗旅游性别秩序的符号学分析——基于“女游客登龙舟事件”  

A Semiotic Analysis of Gender Order in Folklore Tourism from the Perspective of Media Communication—Based on the“Female Tourist Boarding the Dragon Boat Incident”

作　　者：周贤雅 张骁鸣[1,2] Zhou Xianya;Zhang Xiaoming(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China;Center for Tourism Planning and Research,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]中山大学旅游发展与规划研究中心,广东广州510275

出　　处：《旅游论坛》2024年第8期13-22,共10页Tourism Forum

基　　金：国家自然科学基金项目“融合媒介环境学视角的日常生活空间体验研究”(42171221)资助。

摘　　要：“佛山九江镇女游客登龙舟被网暴事件”涉及媒体传播、性别秩序、民俗旅游等3个范畴,文章借助皮尔士“符号(再现体)/对象/解释项”的符号学三元框架,分析了女性主义文化、民俗现代化、旅游文化等多种不同的社会文化对“女游客登龙舟事件”的多重理解。研究发现:一方面,在上述多重理解中,包含着“‘女游客登龙舟事件’应接受性别议题的审视”以及“‘女游客登龙舟事件’不应被性别议题裹挟”这两个对立的阐释逻辑;另一方面,这一阐释逻辑也表明,女性主义文化主导了其余两种社会文化的阐释,成为后续理解中普遍存在的底层逻辑。研究认为,女性主义文化的这种主导性,使得被卷入性别议题里的民俗文化传播极易落入“拟像”陷阱。因此,应直面和积极处理民俗文化现代性适应进程中的性别议题,同时也需要督促媒体为性别议题的合理传播肩负更多的道德责任。The online violence of“Female Tourist Boarding the Dragon Boat in Jiujiang Town,Foshan”involves three domains:media communication,gender order,and folklore tourism.This study utilizes Peirce’s semiotic analysis framework of“(sign)representamen/object/interpretant”to analyze the multiple interpretations of the“Female Tourist Boarding the Dragon Boat”incident from various social and cultural perspectives,including feminist culture,modernization of folklore,and tourism culture.The findings reveal that,on one hand,among the diverse interpretations,there are two opposing explanatory logics:“the incident should be examined through a gender lens”and“the incident should not be co-opted by gender issues”.On the other hand,this explanatory logic also indicates that feminist culture predominates over the interpretations of the other two social cultures,serving as a common underlying logic in subsequent understandings.The study posits that the dominance of feminist culture renders the dissemination of folk culture intertwined with gender issues susceptible to the“simulacra”trap.Therefore,it is essential to confront and actively address gender issues within the process of adapting folk culture to modernity,while also urging the media to shoulder greater moral responsibility for the appropriate dissemination of genderrelated topics.

关 键 词：媒体传播 民俗旅游 性别秩序 皮尔士符号学 

分 类 号：F590[经济管理—旅游管理]