摘要

在当今社会，网络在人们生活中不可或缺，而网络流行语更是广泛地应用在各种网络交际中。网络流行语在网络中不断地复制与传播，成为了模因，并渗透到社会生活中的其他领域。本文依据Dawkins和Blackmore的模因论，阐述了网络流行语的两种复制与传播方式，即基因型与表现型。前者包括相同信息直接传递和相同信息异型传递。后者包括同音异义横向传递，同形联想传递，同构异义横向传递。作为模因,网络流行语通过这些复制和传播，产生了丰富的语用效果，为网络交际注入了新的活力。

关键词：网络流行语；模因；基因型；表现型；语用效果

Abstract

In modern society, network has become an indispensible part of people’s life; moreover, widely used in the cyber communication, network catchwords become memes with constant reproduction and transmission, and even penetrate into other fields of social life. This paper, based on Dawkins’ and Blackmore’s memetics, introduces two types of reproduction and transmission of memes, namely genotype transmission and phenotype transmission. The former includes direct transmission of the same content and transmission of the same content but in different forms, and the latter includes transmission of identical pronunciation but different meanings, transmission of identical form but different meanings and transmission based on association of identical form. As memes, network catchwords produce many pragmatic effects, making cyber communication more vivid and interesting.

Key words: network catchword, meme, genotype transmission, phenotype transmission, pragmatic effect

1.    Introduction
As the world we inhabit in continues changing, words which are produced by us human beings are also undergoing the process of constant changes and displaying new characteristics, therefore deserve people’s attention as well as research. Since the implementation of the reform and opening-up policy in 1978, China has undergone dynamic changes in every respect. Internet has walked into Chinese people’s life, and network catchwords have attracted the attention of many scholars and researchers. According to Longman Dictionary of Contemporary English, catchword is a word or phrase that is easy to remember and is repeated regularly in political reports, magazines, newspapers etc. Thus, network catchword is a word or phrase that is easy to remember and is repeated regularly on the internet, especially in electronic communication by means of charting tools like QQ, MSN, BBS and so on.