Fantasy and conspiracy of goddess: a rhetorical analysis on female’s identity construction based on the “Goddesses’ Day”
女神幻想与消费陷阱：基于“女神节”的修辞阐释与女性身份建构研究

摘要

作为传统“妇女节”的仿拟，“女神节”在目前中国受到部分女性群体的认可并且通过网络平台广为流传。网络平台和商家在3月8日前后通过促销优惠等手段烘托“女神节”的节日氛围以替代传统“3.8妇女节”，而以此同时女性消费者更倾向于接受“妇女节”向“女神节”的易名。“妇女节”向“女神节”的转变不仅是词义的改变，也是修辞意义的变化。通过话语分析并结合修辞学的修辞幻象，发现“妇女变女神”这一易名过程背后既揭示商家的促销阴谋，一种控制市场和消费者的“权力”，又反映了当前中国正处于“消费社会”的状态。“女神节”的诞生是对现代女性自我身份建构与认同的危机，促使女性建立起有悖男女平等和独立自主形象的“异化”女性身份与错误的自我认同。

Abstract

As a parody of International Women’s Day, the “Goddesses’ Day” is welcomely accepted by parts of Chinese female communities and becomes a top news on the Internet. For the sake of profit, the online merchants attempt to replace International Women’s Day with the “Goddesses’ Day” to attract more female customers and they have made it true in recent years. The changing from women to goddesses is not merely a literal word-changing, but a meaning-changing from the perspective of rhetoric. Based on rhetorical analysis of rhetoric mirage, the truth under the prevalence of the “Goddesses’ Day” could be discovered, which unveils online merchants’ tricks for profit together with their powers to control the market where the “Goddesses’ Day” would trigger a series of crises for female’s identity construction and self-identification.