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| The Appearance Logic, Expression Pattern and Value Construction of the Houlang Metaphor |
| WANG Yin-shen, ZHU Yi-tian |
| College of Marxism, East China University of Science and Technology, Shanghai, 200237 |
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Abstract Houlang (后浪, waves behind) refers to young people full of positive energy an innovative idea. The houlang metaphor is a network cultural phenomenon in which the Internet markets and spreads its cultural values by means of real-life experience and coherent culture. It focuses on young people and constantly shapes cultural patterns that are conducive to its commercial marketing, indicating the attempt of the network culture loaded with commercial demands to explore the mainstream discourse. With the empowerment of technology, the generation of media convergence field and the promotion of cultural consumption demand in the change of life provide the context for the appearance of the houlang metaphor. In terms of narrative approach, the houlang metaphor is an ideographical practice of symbolic value, forming a visual cultural transformation of visual communication. In terms of direction, the houlang metaphor removes cultural differentiation, age gap, and interest difference, and establishes a cultural pattern that bridges the difference of online communities. Although the houlang metaphor is an excellent integration with the mainstream discourse through symbol construction, its entertaining, consumptive and instrumental domain change goes against the mainstream value. Therefore, it is necessary to intervene and dispel the network culture driven by the logic of business operation, give full play to the guidance of mainstream culture, explore coordinated and inclusive development with the mainstream culture, and realize the value construction of the houlang metaphor.
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Received: 07 June 2020
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2020, Vol. 37 
