Although it conflicts with the accuracy of Chinese characters, online hot words have long existed objectively. They not only reflect real life in a unique way, but also reflect people's rich social emotions, and also affect people's thinking and expression to some extent. In the face of the overwhelming network hot words, we need to be open-minded and rational, get rid of the rough and the fine, get rid of the bad and save the excellent, be good at guiding, give full play to its positive role and try to avoid the adverse effects. Network words are a brand-new language model and cultural landscape that adapt to the Internet age. They truly reflect the social demands and psychology of the masses in this era, have distinct characteristics of the times, and their future development track will inevitably conform to the needs and development trends of the times.

There must be reasons for the emergence of society, some of which have enriched and innovated China culture, which requires us to "take its essence and discard its dross".

Network buzzwords are not a phenomenon that only appeared in recent years. Since the Internet entered China, it has attracted the attention of academia and industry. As early as 200 1 year, China Economic Publishing House published a China Internet Language Dictionary edited by Mr. Yu Genyuan, which included 1305 online hot words and new words such as "Meimei" and "Banzhu", which once caused controversy in the language and culture circles. If online buzzwords are still a new thing or phenomenon in 200 1, then today, especially since 2008, online buzzwords have become a major content and feature of online media communication, and have been copied, imitated and reprinted in large quantities. These buzzwords reflect the wisdom of netizens and their current thoughts and mentality, and have high popularity and click-through rate among netizens, which can generally reflect the voices of certain groups in a certain period.

Generally speaking, network buzzwords have three basic characteristics: first, the support of network technology, that is, online media as a technical platform for their dissemination; The second is the popularization of language communication, that is, online buzzwords meet the psychological needs of some specific audiences and can cause widespread abuse among some netizens; Thirdly, the simplicity of communication content, that is, the processed and imitated buzzwords appear in the form of words, phrases or sentences. The development of online buzzwords benefits from the technical platform of the Internet, as well as the increasing media literacy of netizens and the number of netizens. According to the 25th Statistical Report on Internet Development in China issued by CNNIC (China Internet Information Center), as of June 30, 2009, the number of netizens in China reached 384 million, and the Internet penetration rate reached 28.9%. A large number of young people with a certain cultural foundation have flooded into online media. They regard the Internet as a platform for information acquisition, as well as for personality display and psychological and emotional expression. As Qin Xiaoyan said, this kind of culture "more represents a query and reflection of grassroots culture or civilian culture on mainstream culture." It is the expression of thoughts and feelings and the concentrated expression of culture and inner spiritual characteristics.

Network catchwords: the network reappearance of popular culture

Network buzzwords are an important part of network culture, which has its own unique characteristics besides the characteristics of popular culture. Internet buzzwords pay attention to personalized expression, so from the communication subject, they are self-centered, pay attention to the value orientation and interest concept of the communication subject, and emphasize the catharsis of individual-centered thoughts and emotions. These buzzwords are generally "blockbuster" and have strong "creativity" and communication-oriented value; When these popular languages were born, creators and communicators often sought novelty and novelty, and paid more attention to the attraction of eyeballs and the influence of language expression. The cultural trend reflected by these popular languages has a strong cultural influence psychology of seeking dazzle and novelty. Network buzzwords come from popular culture and realize the transformation of elite culture. In particular, the alternative interpretation of elite culture by online buzzwords makes elite culture deviate from its original will and transition to funny, "shocking" and exaggerated directions. Therefore, there is a certain mainstream deviation in the values and cultural connotations reflected by online buzzwords.

Network buzzwords process words, phrases, sentences and even famous sayings in common semantics into incisive languages with specific cultural aesthetic value, emotional expression value and entertainment value, and realize the reconstruction of traditional languages in the network context. At the same time, some classic poems, famous sayings and even some "abstruse" terms have gradually added the flavor of entertainment, revelry and ridicule after the popularity of the Internet. Elite culture has gradually become popular and universal, and online buzzwords have gradually absorbed nutrients from mainstream culture and become a landscape and a feature.

From birth to spread, a specific online buzzword has gone through two processes: the transition from traditional culture to online culture and the transition from elite culture to popular culture. The ultimate development direction is that mainstream culture and non-mainstream culture realize conflict, integration and convergence with the help of network platform. The openness of online media creates a free cultural construction way for social individuals to oppose the mainstream culture in order to express their class consciousness. The spread of online buzzwords is also manifested in the promotion of the audience's right to speak, being in an advantageous position to avoid oppressive power, and using the materials and resources of commodity culture to reverse its function. This way of resistance has realized the construction of network self-identity, which is more appealing and imitative than elite culture.

"Popular culture" is a kind of culture accepted and consumed by the public after the technological revolution, especially the communication technology revolution. ② Popular culture is the mother of network culture, and it is the reproduction and transplantation of network platform due to the change of communication context. This can be analyzed from the semantic composition of network buzzwords. Network buzzwords have the attributes of popular culture. The characteristics of popular culture are mainly "commodity, popularity, popularity, entertainment, dependence on the public and value enjoyment". (3) Network buzzwords retain the attributes of popular culture, and extend this attribute qualitatively and quantitatively, making its six basic attributes more distinct.

Network buzzwords contain a phenomenon of network culture, which on the one hand reflects events and popular trends that have great influence on society, and on the other hand directly and timely reflects public opinion, which is both entertaining and thought-provoking. However, online buzzwords also have their drawbacks-the language use is often irregular, and even some vulgar words appear. In this regard, we should learn to look at the advantages and disadvantages of network language dialectically, learn what we really need from it, discard what is not conducive to our growth and development, and don't apply some irregular usage to our composition.

Thank you for your adoption!