短视频媒体文本的话语权建构分析——以虚拟网红“柳夜熙”为例

Analysis of the Construction of Discourse Power in Short Video Media Texts—Taking the Virtual Internet Celebrity “Liu Yexi” as an Example

摘要: 为了剖析虚拟网红背后的话语权争夺现象，基于诺曼·费尔克拉夫(Norman Fairclough)的批判话语分析方法(Critical Discourse Analysis)，研究虚拟网红作为媒介文本在全民娱乐时代的话语权建构问题。研究者将虚拟网红“柳夜熙”当作社会一种话语事件和文化现象，通过文本、话语实践和社会实践三个层面探讨虚拟网红的话语再现与重塑、生产和消费过程，以及该过程中，虚拟网红生产主体和消费主体之间的力量悬殊问题。

Abstract: In order to analyze the phenomenon of discourse power struggle behind virtual Internet celebrities, based on Fairclough’s Critical Discourse Analysis, this paper studies the construction of discourse power of virtual Internet celebrities as media texts in the era of national entertainment. Researchers regard the virtual Internet celebrity “Liu Yexi” as a social discourse event and cultural phenomenon, and explore the discourse reproduction and remodeling, production and consumption process of virtual Internet celebrities through three levels: text, discourse practice and social practice, as well as the power disparity between the production and consumption subjects of virtual Internet celebrities in this process.