How Did 'Dama' Become Popular-the Establishment And Development Of Group-image Social Buzzwords

The common concept of 'DAMA' has become a social buzzword into people's life,and instantly transformed the audience's original understanding by endowing the word with new meaning.The theoretical cornerstones of this article are the concept history and the knowledge sociology.By using the research approach of linguistic observation and teasing out the history of concept derivations,the author tries to discover the.underlying motives of the users-mass media,and the social and historical changes from the social cross-section revealed by the changes in the meaning of the concept.In addition,the socialization and popularity of the concept,'DAMA',is not merely an accidental phenomenon.The subsequent transmission path projected by the concept is precisely the co-producing and propagation law of the group-like concept that is similar to 'DAMA'.This article divides the changes in the connotation of the concept into three stages and uses the two peak periods of using the concept in 2009 and 2013 as the demarcation point.'DAMA' originally existed as an elder 's title.After 2000,it was combined with the key word,'community' and became a routine expression.In 2009,with the help of the 'Aunt Susan','DAMA' was transformed into a 'grassroots star' and a derivative meaning of'representative of public opinion' and 'basic sound'.However,the halo has gradually faded after the boom of'Aunt Susan' has cooled down.More negative images such as freeloading,no public morality,obedience,and low cultural quality have become commonplace in media reports.Until 2013,the gold-rising incident caused the 'DAMA' to turn from a weak class into a strong and wealthy class overnight,subverting people's cognition and causing a public outcry.The conflicting events caused by the square dancing also deepen the situation that almost everybody complains about these disturbing 'DAMA'.Until the reversal news occurred,the image of 'DAMA' was restored to some extent.In the generation path of the concept 'DAMA',the author observes that the path of group-like concept becoming popular begins with a typical news in most cases.After the audience pays attention to and accepts the concept of fixed content,it uses the method of subjective projection to combine and extend the experience and concept,forming a group of rebellions against these new group-like images like 'big mothers'.The rebelling groups quickly form a collusion with the media,dominating the discourse in a series of conflicting events in a manner of resisting and approving.Until reversal of reflective events occurred,the imbalance can be slightly corrected.Therefore,through the analysis of the path of'DAMA',the author tries to discover the logical mechanism behind the daily production of knowledge,so as to better understand the unique discourse landscape that is present in China's current group-like image concepts.