Research On The Dissemination Mechanism Of Group Label-based Internet Buzzwords(2012-2022)

Network language refers to a non-standard language generated in cyberspace and used on the Internet.They are very popular among netizens,and some words are frequently used and sought after by many netizens,eventually becoming network buzzwords.The research object of this article is one of the sub categories of network buzzwords-group tag type network buzzwords.The research goal is to study the communication mechanism of the research object,It aims to gain insight into this emerging discourse power in the process of grasping the communication mechanism.In terms of the use of research methods,this article conducted in-depth interviews with15 research subjects,crawled over 10000 Weibo text data,and conducted content analysis.Disassemble the communication mechanism of group tag type network catchwords into communication environment,communication elements,and communication process.Based on the corpus of popular words from 2012 to 2022,this study utilizes subcultural theory,critical discourse analysis theory,and innovation diffusion theory to assist the research.This paper summarizes the favorable background provided by different communication environments for the generation and communication of group label network catchwords,explains the communication subject,media,content and effect in the communication process of the research object,and puts the overall communication process under the theoretical framework of Rogers’ innovation diffusion.The study found that the combined efforts of social,technology,and cultural environments have created a good communication environment for the generation and dissemination of group label based online buzzwords.In particular,technological development has led to the shift of social interaction to the online,and virtual communities have formed online interest groups.The main users are mostly distributed among young people,and their use of language represents different social strata,life,and political attitudes.From the perspective of critical discourse analysis,it is known that short words composed of deviant phrases are not only linguistic symbols for social interaction,but also new tools for young people to gain group recognition and compete for discourse rights.The dissemination process of group label-based network buzzwords follows an innovation diffusion model,and undergoes five processes: awareness,persuasion,decision-making,implementation,and confirmation.Through cross evidence and mutual debate among groups of different social strata,group-tagged network buzzwords describe social good and evil,fake and ugly in the form of "sharp words" on the Internet,record gains and losses,praise and derogation,and express the factual judgments and value choices of different social groups.To a certain extent,it has made certain diagnosis,interpretation,and prediction of social contradictions and development trends,reflecting the evolution of people’s psychological world and values in the era of "fragmentation",and is a barometer of the public’s social psychology."Only when there is a demand can there be a voice,and only when there is a consensus can there be a popularity.Group tag based network catchwords should be used as a window to understand group demands and a field for communication between different cultures.".