巢湖学院学报 ›› 2019, Vol. 21 ›› Issue (2): 67-73.doi: 10.12152/j.issn.1672-2868.2019.02.010
基于《人民日报》图文数据库近四年来关于微信红包的报道内容分析，研究发现，《人民日报》对微信红包这一新兴事物展现出了一幅多元交织的语态景象，其报道话语的倾向性与策略性也得以展露。一方面《人民日报》将其与社会正能量的积极延续者相关联，另一方面也将其以社会秩序的干扰者形象呈现在公众面前，而在“节日”的特殊语境中微信红包则表现出了矛盾性的话语倾向，这种矛盾与冲突形成了显性技术支持与隐性文化传播实践间的合作与冲突，进而描绘出了其媒介话语存在的大致景象。
The paper has collected the news reports of Wechat red envelope during the past 4 years through the database of People Daily by using Wechat red envelope as the retrieval phrase. The study finds that People Daily presents a multi-interwoven voice to the new emerging Wechat red envelope, and the tendencies and strategies of its reporting discourse are also revealed. On the one hand, People Daily associates it with the positive perpetuator of social energy. On the other hand, it is presented to the public as an interrupter of social order. Besides, in the special context of festivals, People Daily shows a contradictory tendency in its discourse about Wechat red envelope.This contradiction and conflict form cooperations and conflicts between explicit technical support and implicit cultural communication practice. Then the general picture of media discourse about Wechat red envelope is described.#br#
