模因论在贵州旅游宣传中的应用探讨
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摘要
任何文化形式一旦被模仿传播便可称为模因,模仿传播的过程即文化演化的进程。而在文化演化的这一进程当中,只有强势模因才能得到长久地复制传播,对社会产生深远的影响。强势模因可以采取认知失调的策略,多模态的形式,在多媒体平台上进行多角度、多维度的建构。贵州具有得天独厚的自然风貌和人文风情,旅游资源丰富,然而贵州的旅游形象和吸引力处于相对落后的地位,究其原因,旅游宣传力度不够是较为突出的问题之一。从模因论的角度对贵州旅游宣传的有效建构进行探讨,势必引起更多学者在这方面的关注和更深入的研究,为贵州旅游宣传工作乃至整个旅游宣传行业提供一定的参考。
Any cultural form can be called as a meme, once it being imitated and propagated. The process of transmission by imitating is the process of cultural evolution, and in which only strong memes can be replicated for transmission for a long time, hence having a far-reaching impact on society. Strong memes can be constructed multi-dimensionally from multiple perspectives, through the strategy of "cognitive dissonance", in multimodalities, and on the multimedia platform. Guizhou boasts great tourism resources,with unique natural landscapes and human customs. However, its tourism image and attractiveness are relatively backward. For its reason, the lack of tourism promotion is one of the serious problems. The study on the effective construction of Guizhou tourism promotion from the perspective of Memetics is bound to attract more scholars to conduct more in-depth research and provide a reference for Guizhou tourism promotion even the whole tourism promotion industry.
Any cultural form can be called as a meme, once it being imitated and propagated. The process of transmission by imitating is the process of cultural evolution, and in which only strong memes can be replicated for transmission for a long time, hence having a far-reaching impact on society. Strong memes can be constructed multi-dimensionally from multiple perspectives, through the strategy of "cognitive dissonance", in multimodalities, and on the multimedia platform. Guizhou boasts great tourism resources,with unique natural landscapes and human customs. However, its tourism image and attractiveness are relatively backward. For its reason, the lack of tourism promotion is one of the serious problems. The study on the effective construction of Guizhou tourism promotion from the perspective of Memetics is bound to attract more scholars to conduct more in-depth research and provide a reference for Guizhou tourism promotion even the whole tourism promotion industry.
引文
[1]Dawkins,R.The selfish Gene[M].New York Oxford University Press,1976:192,194.
[2]Blackmore,S.The Meme Machine[M].New York:Oxford University Press,1999:30.
[3]Brodie,R.Virus of the Mind:The Revolutionary New Science of the Meme and How It Can Help You[M].London:Hay Hous UK Ltd.,2009:126-127,130.
[4]何自然.语言中的模因[J].语言科学,2005(6):54-64.
[5]朱永生.多模态话语分析的理论基础与研究方法[J].外语学刊,2007(5):82-86.
[6]杨小彦.话说读图时代[J].天涯,2001(1):166-175
[7]Wilson,E.&Unruh,W.The art of Memetic[M].North Carolina:Lu Lu Press,2001:108,79.
[2]Blackmore,S.The Meme Machine[M].New York:Oxford University Press,1999:30.
[3]Brodie,R.Virus of the Mind:The Revolutionary New Science of the Meme and How It Can Help You[M].London:Hay Hous UK Ltd.,2009:126-127,130.
[4]何自然.语言中的模因[J].语言科学,2005(6):54-64.
[5]朱永生.多模态话语分析的理论基础与研究方法[J].外语学刊,2007(5):82-86.
[6]杨小彦.话说读图时代[J].天涯,2001(1):166-175
[7]Wilson,E.&Unruh,W.The art of Memetic[M].North Carolina:Lu Lu Press,2001:108,79.