新媒体语境下谐音梗的语用功能与社会心理研究——基于单模态与多模态语料的对比分析

Pragmatic Functions and Social Psychology of Homophonic Puns in New Media Context—A Comparative Analysis of Monomodal and Multimodal Corpora

摘要: 在新媒体语境下，谐音梗以单模态(纯文字)与多模态(图文表情包)两种形式广泛传播。本研究选取7个高频网络谐音梗案例，从语用学与社会语言学的交叉视角出发，综合运用言语行为理论、合作原则与礼貌原则，系统对比两类谐音梗在语用策略、交际效果及社会心理动因上的异同。研究发现：单模态谐音梗主要依赖语音相似性来建构意义，而多模态谐音梗则借助图文协同来传递言外之意，尽管实现路径不同，二者均折射出使用者在面子维护与群体认同方面的双重心理需求。

Abstract: In the new-media context, homophonic puns spread widely in monomodal (text-only) and multimodal (image-text meme) forms. Drawing on Speech Act Theory, the Cooperative Principle and the Politeness Principle, this paper selects seven high-frequency online homophonic pun cases to systematically compare the two forms in pragmatic strategies, communicative effects and socio-psychological motivations from a pragmatic-sociolinguistic interdisciplinary perspective. The results reveal that monomodal homophonic puns construct meaning chiefly via phonetic similarity, while multimodal ones convey implicature through image-text synergy. Despite different realization paths, both reflect users’ dual psychological needs for face-saving and group identity.