微信表情包的视觉语言特征与表达效果研究

A Study on the Visual Language Features and Expressive Effects of WeChat Emoticons

摘要: 微信表情包作为新媒体语境下极具代表性的视觉交际媒介，其多模态的表达形态重构了网络语言的交流范式。本文以视觉语言、多模态理论及语用学为理论支撑，采用问卷调查法、个别访谈法与文献研究法，以广州大学城十所高校大学生为调研对象，将研究范畴限定为用户自制的、以梗文化为基础的图片表情，系统剖析该类微信表情包的视觉语言构成要素、核心特征，并探究视觉语言对其表情达意效果的影响机制。研究对格莱斯合作原则进行网络交际场景的适配与操作化定义，提炼出效率性、共情性、娱乐性、适配性四大次级准则，且经访谈数据验证，该次级准则体系能有效解释网络交际中表情包视觉语言的使用规律。研究发现，该类微信表情包的视觉语言由文字、图像、符号三大要素构成，各要素兼具独特表达特征与功用并形成互补；其表情达意效果依赖会话语境，且视觉语言的运用需严格遵循适配网络交际的合作原则及次级准则。本文的研究丰富了网络视觉语言的跨学科研究成果，为理解新媒体时代的交际行为演变提供了新的理论与实证参考。

Abstract: As a highly representative visual communication medium in the context of new media, WeChat emoticons have reconstructed the communication paradigm of online language through their multimodal expressive forms. Grounded in the theories of visual language, multimodality, and pragmatics, this study adopts the methods of questionnaire survey, individual interview, and literature review, with college students from ten universities in the University Town of Guangzhou as the research subjects. This study limits the research scope to user-created picture emoticons based on meme culture, systematically analyzes the constituent elements and core characteristics of the visual language of this type of WeChat emoticons, and explores the influencing mechanism of visual language on their expressive effects. The study operationalizes the Gricean Cooperative Principle for the context of online communication, extracting four secondary criteria: efficiency, empathy, entertainment, and adaptability, which are verified by interview data and can effectively explain the usage rules of the visual language of emoticons in online communication. The findings reveal that the visual language of this type of WeChat emoticons is composed of three core elements: text, image, and symbol, each of which has unique expressive features and functions and forms a complementary relationship with the others. The expressive effects of such WeChat emoticons depend on the conversational context, and the application of visual language must strictly comply with the Cooperative Principle and its secondary criteria adapted to online communication. This study enriches the interdisciplinary research results of online visual language and provides new theoretical and empirical references for understanding the evolution of communicative behaviors in the new media era.