The Theoretical Hypothesis On Producing And Transmitting Of The Network Discourse' Meaning

In the light of the Frankfurt school and Cultural Research school, Stuart Hall' research on TV and Gramsci' Hegemony theory as well as Schutz's understanding to the meaning, the paper analyses deconstructionally the production and dissemination of the meaning of network discourse.Textually analysing the post named "Two Rural Primary Schools and a Teaching Volunteer" in Tianya.cn, this paper found that the network which is the public area playing the important role in the social life embodies the different characteristic from the traditional media. Therefore the production and dissemination of the network discourse meaning turns to be very complicated.Hall's encoding/decoding model of TV is restrictedly applied in the network context. The study found that the decoding and encoding of network discourse meaning happen almost at the same time and the boundary between "transmitting" and "receiving" is no clear any more. Therefore the "initiator" and "participant" replacing the "communicators" and "audience" in the traditional media may be more realistic. No matter the initiator or participants, net users produce the meaning by the extremely complex cycle. And also, it's hard to figure out the clear "turnout" at the stage of the completion of the net meaning which is different with the theory of Hall that there exists the "turnout" in the TV discourse. In the decoding process, the "disposable", "consultation" and "confrontational" are still exist. In certain circumstances, after the reconstruction of the network discourse, it will diffuse to other fields of community.In one word, the boundary of "transmitting" and "receiving" has been blurred, and the process of encoding and decoding does not oppose dualistically. In the present context, the cyberspace is both the gap ignored by hegemony intentionally or unintentionally, but also the space that hegemony attempt to adjust and balance, and the encoding/decoding process is actually a social process of negotiation. This study reveals optimistically that the initiative of "production" of the network discourse meaning is grasped firmly in the hands of scattered network individuals namely the audience.