Post-modern Narrative: A Critical Study of Microblogging and its Advertisement
- 2014年第12期 
微博的出现代表了一种后现代叙事的话语模式，即它在个体叙事的基础上形成一种全民叙事格局，其日常生活叙事模式不仅解构了传统的历史叙事，并以即时性、碎片化的话语展开了一种非结构化的叙事，为广告带来了后现代叙事学的变革。微博广告一方面实现了广告与现实生活的无缝结合，形成广告新的叙事内容与形态；另一方面也不可避免地造成对社会文化逻辑与日常生活意义的消解。两者共同构成对微博广告后现代叙事批判性审视的核心要义。 The rising of microblogging means a brand new post-modern pattern of narrative. Microblogging differs from the elite identity of traditional narrative with the diffusion of power of discourse to every single individual. As a result, it brings about a particular phenomenon of collective narrative by mass people. Microblogging mainly involves in the micro contents of everyday life and thus deconstructs the macro historical narrative before. And microblogging posts messages in form of instant and fragmental discourse. The post-modern narrative of microblogging also brings about new revolutionary changes in traditional advertisement. On the one hand, microblogging advertisement makes a seamless connection with everyday life, and forms its new narrative contents and form. On the other hand, the post-modern narrative within the microblogging advertisement deconstructs the significance and logic existing in the social culture and everyday life. The both aspects compose the critical investigation of postmodern narrative of microblogging advertisement.