未来传播

祈愿笔记是小红书平台的网络祈愿形式,其符号形态丰富与意义丰盈反映出祈愿者在符号策展中的巧思——经修辞组装而生成可见性的“灵验”。本文综合参与式观察、文本分析和深度访谈的研究方法,结合视觉修辞学理论,揭示祈愿笔记的符号修辞:在视觉层面,整体上的重复模板形塑了仪式拟象,布局元素则以“视觉隐转喻”模型构造祈愿场;在文本层面,通过语言陌生化、祈使句与“还愿”反馈、人称策略等修辞技巧,促进用户参与及想象赋权。背后,这些组装策略依循共享的语境规范,包括心灵与文化图式。本质上,祈愿笔记的“灵验”是随机事件经修辞包装并在算法的运作中产生的符号幻象,它或是支撑某些个体行动的“止渴之梅”,抑或更有可能是商业与算法共织的“皇帝新衣”。

Since the popularity of online wish-making,its forms have varied by platform. Wish-making notes are the wish expression format on Xiaohongshu. The richness of their semiotic forms and meanings reflects the wish-makers' ingenuity in semiotic curation—assembling symbols through rhetorical strategies to generate “ efficacy”.Combining paticipant observation,qualitative text analysis,and in-depth interview,this study draws on visual rhetoric theory to reveal the semiotic rhetoric of wish-making notes:At the visual level,repeated overall templates shape ritual simulacra,while layout elements construct a wish-making field based on the “ visual metaphor-metonymy”model. At the textual level,notes adopt rhetorical techniques such as linguistic defamiliarization, imperative sentences,“wish-fulfillment feedback”,and person-deictic strategies to promote user participation and imaginative empowerment. The study further points out that the semiotic “assembly” of wish-making notes is not disorderly but follows shared interpretation rules,including common psychological and cultural schemas. In essence,the “efficacy”of wish-making notes is a semiotic illusion produced when random events are rhetorically packaged and circulated through algorithmic operations. It may function as an “ imagined plum that quenches thirst” supporting certain individual actions,but it is more likely to be “the emperor's new clothes” woven together by commerce and algorithms.