【摘要】：媒體話語可以通過隱喻在消費者心中建構(gòu)產(chǎn)品的形象,隱喻可以有效地定義產(chǎn)品與用戶之間的關(guān)系,賦予產(chǎn)品主觀性和控制權(quán)。隨著蘋果手表(AW)進(jìn)入市場,媒體通過描寫此種可穿戴設(shè)備的特征,建構(gòu)手表的不同隱喻形象,突出設(shè)備與使用者的多元互動。本研究運用批評隱喻分析的方法,揭示設(shè)備相關(guān)的隱喻如何在產(chǎn)品消費和使用中顛覆主體和客體的相對地位,為權(quán)力關(guān)系研究提供了新的視角。過往研究中學(xué)者運用批評隱喻分析的方法考察了媒體話語,發(fā)現(xiàn)多種科技相關(guān)的隱喻,尤其是擬人化。但是以往研究擬人化的關(guān)注點是如何更好使用技術(shù),而非反思人類與科技的關(guān)系。本文則以揭示人類與科技關(guān)系為研究目標(biāo),找尋媒體中可穿戴設(shè)備的隱喻模式,探究媒體話語中有何種可穿戴設(shè)備的隱喻,何為這些隱喻的源域(SD)和目標(biāo)域(TD),以及構(gòu)成這些隱喻的社會原因。本研究基于兩個自建語料庫,分別是從產(chǎn)品官方網(wǎng)頁收集語料的官方廣告語料庫(OCC)和來自線上、線下評論文章的評論語料庫(RC),共22,847詞。經(jīng)過標(biāo)注和分析,OCC與RC中最突出的都是"蘋果手表(AW)是人類"這個擬人隱喻系統(tǒng)。其中包含三個次級隱喻系統(tǒng),"AW的一部分是人體的一部分"、"AW功能是人類行為",以及把產(chǎn)品整體當(dāng)做一個人來對待的"AW是人類"。兩個語料庫中共有的其他隱喻系統(tǒng)包括"人體是地理空間"、"虛擬空間是物理空間"等。隱喻中體現(xiàn)智能設(shè)備的權(quán)力越來越大,設(shè)備的主動性變強。與OCC相比,RC中隱喻相關(guān)詞的數(shù)量略小,并且更注重于描述功能的細(xì)節(jié)。RC中未發(fā)現(xiàn)OCC中的"使用蘋果手表是一個旅程"這一隱喻系統(tǒng),但有些個體隱喻獨立于系統(tǒng)存在�？梢娫u論者寫作時與官方寫作不同,選擇隱喻更多為了生動表達(dá)使用的體驗,而不是系統(tǒng)傳達(dá)產(chǎn)品形象。為更好展示隱喻是如何顛覆權(quán)力關(guān)系,本研究詳細(xì)考察"永不下線(Never Offline)"這篇評論文章。這個案例研究體現(xiàn)媒體如何操縱隱喻來建構(gòu)產(chǎn)品形象。文中將可穿戴設(shè)備理解為有生命物體,否定產(chǎn)品公司在廣告中構(gòu)建的積極形象。其中主要隱喻"蘋果手表是殖民者"通過展現(xiàn)可穿戴設(shè)備靠近用戶、綁住用戶手腕從而限制用戶自由這一特點,顛覆設(shè)備與使用者的權(quán)力關(guān)系。文章中隱喻的模式反映了消費品和消費者之間的權(quán)力顛覆,智能設(shè)備一方面是朋友、教練,一方面也會成為人類和身體間的中間介質(zhì),影響人類和身體的關(guān)系。過去研究未從隱喻的角度考察技術(shù)與人類的關(guān)系,本研究可以發(fā)現(xiàn)人類-技術(shù)關(guān)系提出新的方法,并為用戶在使用電子設(shè)備時提供警醒,以免被智能科技產(chǎn)品奴役。未來研究可以擴大視野,考察除了蘋果手表之外的其他技術(shù)產(chǎn)品,觀察是否有類似的隱喻模式,體現(xiàn)了人類與技術(shù)的何種關(guān)系。
[Abstract]:Media discourse can construct the image of product in the consumer's mind through metaphor. Metaphor can effectively define the relationship between product and user and endow the subjectivity and control of product. As the Apple Watch (AW) enters the market, the media describes the features of the wearable device, constructs different metaphorical images of the watch, and highlights the multiple interactions between the device and the user. The present study uses critical metaphor analysis to reveal how device-related metaphors subvert the relative status of subject and object in the consumption and use of products, thus providing a new perspective for the study of power relations. In the past, scholars used the critical metaphorical analysis method to investigate the media discourse, and found a variety of science and technology related metaphors, especially personification. But previous studies focused on how to make better use of technology rather than reflect on the relationship between human and technology. The purpose of this study is to reveal the relationship between human beings and technology, to find out the metaphorical patterns of wearable devices in media, and to explore the metaphors of wearable devices in media discourse. What are the source domain (SD) and target domain (TD), of these metaphors and the social reasons for these metaphors? The present study is based on two self-built corpora, (OCC), an official advertising corpus, which is collected from the official product web pages, and (RC), a comment corpus from online and offline review articles, which is composed of 22847 words. After tagging and analyzing, the most outstanding metaphorical system in RC and RC is "Apple Watch (AW) is Human". It contains three sub-metaphorical systems, "part of AW is part of human body", "AW function is human behavior", and "AW is human" which treats the whole product as a person. Other metaphorical systems common to the two corpora include "the human body is a geographical space" and "a virtual space is a physical space". Metaphors reflect the growing power of smart devices and the increased initiative of devices. Compared with OCC, the number of metaphorically related words in RC is a little smaller, and more attention is paid to the details of description. The metaphorical system of "using Apple Watch is a Journey" in OCC is not found in RC, but some individual metaphors are independent of the system. Therefore, different from official writing, reviewers choose metaphors to express their experiences more vividly than to convey product images systematically. In order to better demonstrate how metaphor subverts power relations, this study examines the review of (Never Offline). This case study shows how the media manipulate metaphors to construct product images. In this paper, wearable devices are understood as living objects, which negates the positive image of product companies in advertising. One of the main metaphors, "Apple Watch is the colonizer", subverts the power relationship between the device and the user by showing the wearable device near the user, binding the user's wrist and thus restricting the user's freedom. The metaphorical model of the article reflects the power subversion between consumer goods and consumers. Smart devices are friends coaches and mediators between human and body on the one hand and affect the relationship between human and body on the other. Previous studies have not examined the relationship between technology and human beings from a metaphorical point of view. This study can find out that the human-technology relationship provides a new approach and provides a wake-up call for users to use electronic devices so as not to be enslaved by intelligent technology products. Future research can broaden our horizons to examine other technological products other than the Apple Watch and see if there are similar metaphorical patterns that reflect the relationship between human beings and technology.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：H315

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