| The advent of the information age has not only vigorously transformed people’s daily lives,but also quietly changed contemporary social relations and the structure of discourse.In the traditional discourse structure,authoritative institutions dominated by party and government agencies frequently use " power discourse " to consolidate and strengthen their high-power position.With the development of the mobile Internet,new media platforms have become a new high ground for public opinion.Authoritative institutions have also actively participated in the operation of new media for government affairs and adapted to the language environment of the new media,with a view to closing the power gap,and forming harmonious and equal social relations with the public.Multimodal "meng"(cute)discourse is an important attempt by the government to close the power gap of officials and people.This article examines multiple official new media platform accounts such as the "共青团中央","国资小新","江宁公安在线"and other official new media platform accounts,and selects 38 multimodal "cute" discourse for analysis.On the same time,this article focusing on the construction of discourse power in the online context and the nonverbal semiotic systems in the power construction strategy,in order to explore the dynamic inter-construction process of language and society hidden behind the multimodal "meng"(cute)discourse.The first part of this article is the introduction.This part mainly explains the background of the topic selection,clarifies the research objects,organizes the existing related research,and points out the points that can be supplemented.On this basis,it puts forward the research significance and innovation of this article.The second part sorts out the four development stages of multimodal "meng"(cute)discourse:subculture product of rebellion against authority,public expression close to authority,and good tool of closing the power gap between officials and publics.While the multimodal "meng"(cute)discourse is developing rapidly,it has also generated some controversies and problems,which deserve our attention and consideration.The third part discusses the various discourse strategies of the official reducing power and situation in the multimodal "meng"(cute)discourse.This part combines the actual discourse and discusses how the government can build a new discourse structure to create a niceness official image and equal social relations from four aspects:linguistic form,discourse content,discourse genre,and non-language modalities.At the same time,exploring the construction of language on society.The fourth part analyses the reasons for the rise of official "acting cute".The "cute"nature of its own characteristics has certain natural advantages for buffering conflicts and weakening opposition;changing social realities such as politics,technological progress,and culture also promote language variation.The fifth part discusses the phenomenon of public’s spontaneous reflection in 2020.The paper starting with two controversial actual discourses,it discusses the social motivations for the extreme popularity of multimodal "meng"(cute)discourse,and puts forward three suggestions for the official " acting cute",in the hope that the government can better guide multimodality "meng"(cute)discourse realizes positive social functions.The sixth part is the concluding part of this article.This part mainly summarizes the viewpoints of the full text,points out the shortcomings of this article,and also puts forward prospects for related issues that have yet to be resolved. |
