模因顺应视角下实用英语谚语模因的研究 76页

广西大学硕士学位论文模因顺应视角下实用英语谚语模因的研究姓名：柯东玲申请学位级别：硕士专业：英语语言文学指导教师：谢晓莺201206 广西大掌硕士学位论文模因顺应视角下实用英语谚语模因的研究摘要谚语是意义相对完整的固定句子，属于语言中一种重要的熟语，其主要来源于人民的生活经验或者书面文献，如宗教经典、文学作品等。谚语用语通俗，修辞生动，包含着特定的文化色彩，用于指导人们的行为，有传授经验、道德教育等社会功用。大部分的谚语反映了民族文化，因此一直以来关于谚语的研究大多从文化价值、英汉谚语差异以及翻译等角度进行，研究成果非常丰富。然而，甚少有研究关注谚语传播的途径和方式以及选择和使用谚语的策略。通过研究关注谚语传播的现象，能够了解其传播的规律从而更好地将其应用到生活的各个领域，因此，本文将从这个角度对谚语进行研究。RichardDawkms提出的模因论可以很好地阐释这些问题。模因论是基于达尔文进化论而提出的一个语用学领域的新理论，用于解释文化进化规律。该理论的核心概念“模因”指一切可以通过模仿的方式得到传播的文化单位。这类似于基因的繁衍方式，区别在于基因通过遗传的方式而模因则由模仿得以传播。模因以各种各样的形式进行传播，比如音乐、宗教、观念、谚语等。模因能够以纵向的方式从上一代向下一代传播，也以横向的方式从个体传播到个体，主要通过广播、电视、报纸、书籍、杂志等途径。然而，在无数的模因当中，一个模因要成功地被语言使用者选中并通过多样化的途径进行传播，就必须顺应交际环境和目的。因此，模因论与顺应论的结合能够更好地阐释模因复制和传播的现象。本文将以模因论和顺应论为理论框架，采用定性分析的方法，以网络媒体新闻标题和广告中的谚语模因为研究对象，探讨谚语如何能够成为模因以及谚语模因是以什么方式进行传播的，同时，在模因顺应的视角下探索谚语模因成功进行传播的原因，最后浅析影响强势和弱势模因的一些因素。根据Heylighen提出的模因选择标准，谚语之所以成为模因是因为其具有简易性、新颖性、实用性和群体一致性等特征。具有这些特征，谚语就能够成为模因，并通过两种方式进行传播：重复和类推，其中重复分为直接套用和同义异词，而类推则分为同音类推和同构类推。随着网络多媒体的发展，谚语以各种不同的形式被广泛运用到新闻标题和广告当中，以此实现不同的目的。而从模因顺应的视角研究表明，谚语模因是通过 模因顺应,ill,角下实用英语谚语模因的研究顺应认知、情感和文化各方面的因素而成功进行传播的。谚语模因通过适应人们的记忆机制和认知方式从而顺应认知的因素；而情感因素是谚语模因传播的一个重要驱动力，通过激活人们的情感热键实现情感顺应；价值观、民族心理和宗教等方面在文化顺应的过程中起了比较重要的作用。最后，通过对强势和弱势谚语模因的探析得出，弱势谚语模因要能够适应新的社会环境，或者借助强势谚语模因的复制力，从而获得新的生命力。本研究表明模因论对谚语的传播和使用具有较强的阐释力，从模因论这一新视角来分析谚语，能够加深人们对谚语的认识和了解从而更加关注日常生活中各领域谚语的传播现象。通过了解谚语传播的现象，使人们能够更有效地选择和使用谚语以达到实际需求的目的。此外，本文在一定程度上丰富了模因论的研究。关键词：模因论；模因；英语谚语；顺应 广西大学硕士学位论文模因顺应视角下实用英谫n彦语模因的研究AbstractProverbsarefixedsentenceswithrelativecompletemeaning，whichbelongtotherangeofidioms．Theymainlyoriginatefromlifeexperienceofthepublicorwrittenrecords，suchasreligiousclassicsorliteraryworksetc．Proverbsarecharacterizedwithplainlanguage，vividexpressionandspecialculturalconnotations，whichareemployedasdirectionstopeople’Sbehaviorandhavemanysocialfunctions，suchaspassingonexperiencesandimpartingmoraleducation．Mostoftheproverbsarethereflectionsofnationalculture，consequently,studiesonproverbsarealwayscarriedoutfromtheperspectivesofculturalvalues，differencesbetweenEnglishandChineseproverbsandtranslationstrategies．However,fewstudiespayattentiontotheformsandwaysofproverbstransmission,andthestrategiesofchoosingandusingproverbs．WhilethetheoryofmemeticsthatisproposedbyRichardDawkinscouldwellinterprettheseissues．MemeticsisanewbranchofpragmaticswhichisbasedonDarwin’Sevolutionarytheory,usingforexplainingthelawofcukuralevolution．Meme，thecoreconeeptofmemetics，isdefinedasaculturalunitthatiStransmittedbyimitation．MemeiSanalogoustogene，andthedifferenceliesinthatgeneispasseddownbyinheritancewhilememeisspreadbyimitation．Memescouldpresentinvariousforms，suchasmusic，ideas，proverbsorreligionetc．Theycanbetransmittedverticallyfromonegenerationtoanotherandfromoneindividualtoanotherhorizontallybynaturalselectionthroughdailycommunication,broadcast，television，newspaper,booksandmagazines．Whileamongnumerousmemes，amemehastoadapttothecommunicativeneedsandenvironmentwiththeaimtobesuccessfullychosenandpassedonbythelanguageusers．Forthisreason，theissueofmemetransmissioncouldbebetterinterpretedundertheframeworkofmemeticsandthetheoryofadaptation．Inthepresentstudy,memeticsandthetheoryofadaptationwillbeemployedastheoreticalframeworkandqualitativeanalysiswillbeadoptedasresearchmethod，takingproverbmemesofnewsheadlinesandadvertisingslogansasstudyobjectstoexplorepropertiesofproverbmemesandthetransmissionwaysofproverbmemes．Furthermore，successfulreplicationofproverbmemeswillbediscussedfromtheperspectiveofmemeticadaptation，andthereasonswhysomeproverbsbecomeweakmemeswillalsobeexplored．BasedonthecriteriaofmemeselectionadvancedbyHeylighen，proverbssurelybear 士ourpropertiesinthemtobecomememes，namely,simplicity,novelty,utilityandconfo啪itv．Proverbswiththesefourpropertiescouldbeconsideredasproverbmemesandbetl郴mittedbYtwoways：repetitionandanalogy,theformerisclassifiedintodirecttra瑚missionaJldsynonym，andthelatterisfurtherdividedintoanalogyofthesamesoundaJldanalogyofthesamestructure·Accordingtotheanalysisinthepresentstudy,itisshownthatproverbmemesarewidelytransmittedinnewsmediaandadvertisingbythesetwoways．withtheaimtorealizedifferentgoals．Fromtheperspectiveofmemeticadaptation，proverbmemesachievesuccessfultransmissionbyadaptmgtocognitive，emotiveandculturalfactors．Forcognitiveadaptation,aproverbmemeshouldfitintheworkingmechanismofmemo巧andpeopIe，scognitivestyle；whileproverbmemeadaptstoemotivefactorsbyactivatingfeelingbuttonsofpeople；andvaheorientation,nationalpsychologyandreligionplayimportantrolesonproVerbtransmissionintheprocessofculturaladaptation．Atlast,strongproverbmemesandweakproverbmemesareanalyzedtogetthesummarythatweakproverbmemesshouldadaptthemselvestothenewenvironmentormakeuseofthestrongproverbmemesinordertorevive．Thepresentstudyisofgreatsignificance，itprovidesbetterinterpretationtothetran8missionofproverbmemes，whichcoulddeepenpeople’scognitionofproverbsandthusarousemoreattentiontoproverbtransmissioninvariousfieldswiththeailIlt0e恐ctiVelvemployproverbs．Besides，thepresentstudycomplementsthepreviousstudiesonmemetics．Keywords：memetics，meme，Englishproverb,adaptationV Acknowledgements0nthecompletionofthethesis，1wouldliketoexpressmysinceregratitudetothepeoplewhogavemehelponmythesiswritingandpostgraduatestudyFirstandforemost，I"dliketoe)(tendmydeepestthankstomysupervisor,ProfessorXieXiaoying，forherinspkingguidanceandconscientioussuperVising．Herrigorousscholarshipleavesmedeepimpression．Underherearnestguidanceandconsistentsupport，thisthesishasbeenfmishedontime．MyheartfeltthanksalsogotodearteachersandprofessorsintheForeignLanguagesCollegefortheirenlighteninglectures，especiallyProfessorZhuYuande，ProfessorHuangBinlan，ProfessorQinChengqiang，AssociateProfessorGuanRongzhenandAssociateProfessorHuGe．Inaddition，1wanttoconveymysincerethankstoallmyfriendswhoencouragemetostrugglewithdifficulties，specialthankswouldgotoLuXiuqing；andmydearroommateandclassfellowsforthelivelycompanionship．Lastbutnotleast，IalTlalsodeeplyindebtedtomybelovedfamilieswhoaresoconsiderateanddevoted，offeringmeconstantsupportandencouragement·Thankyoua11． ListofFiguresandTablesFigure1．Therelationsamonglanguage，memeandhumanFigure2．LifecirclesofmemesFigure3．TransmissionwaysoflanguagememesFigure4．Cotextualcorrelmesofadaptability(Verschueren,2000：76)Figure5．Maslow’shierarchyofneeds(Wikipedia,par1·)Figure6．TheoreticalffameworkTable1．Selectioncriteriaofmemes(Heylighen,1999)Table2．Sampleanalysisofproverbs’simplicity 广西大学硕士掌位论文模因J畋应视角下实用英胡}谚语模因的研究Chapter1IntroductionWithphilosophictheoriesandwisdomofthepeople．aproverbisalivelyandvividpartoflanguagewhichreflectsthecultureofthenation．Thelongerhistoryonenationhas，themoreproverbsitowns．Mostoftheproverbsarethecrystalofpeople’Swisdomandarewidelyusedinallaspectsoflife，itisthereforenecessaryforUStoknowhowtheyareusedandinwhatwaytheyaretransmittedinordertobetterunderstandproverbsandusethemappropriately．Betterinterpretationoftheseissuescanbeprovidedbyanewlyemergedpragmatictheorycalledmemeticswhichdealswithculturalevolution．EvolutionarytheoryproposedbyDarwinisthegreatestscientificbreakthroughinthenineteenthcenturywhichaccountsfortheoriginofspeciesinthebiologicalworld．However,inthetwentiethcentury,RichardDawkins(1976)pointedoutthatthistheorycouldnotonlybeappliedinbiologybutalsoinculture，andadvancedanewtheorycalledmemetics．BasedonDarwin’Sevolutionarytheory,memetics，proposedbyDawkinsin1976，revealsthelawofculturalevolution，explaininghowculturetransmitsfromonegenerationtoanotherverticallyandfromoneindividualtoanotherhorizontallybynaturalselection(Ran&Zhang，2007)．Thecoreconceptofmemeticsis‘"meme’’whichoriginatedfromaGreekroot‘‘mimeme’’thatmeans‘‘aunitofculturaltransmission"’thatspreadsitselfbyleapingfromonebraintoanotherbyimitation(Dawkins，1976)．AccordingtoOxfordEnglishDictionary(2001)，amemeis“aculturalelementorbehaviouraltraitwhosetransmissionandconsequentpersistenceinapopulation，althoughoccurringbynon-geneticmeans(esp．irIlitatbn)，isconsideredasanalogoustOtheinheritanceofagene”．Inthissense，languagecouldbeconsideredasakindofmeme(Xie&He，2007)．Astoproverb，itisanessentialpartoflanguage，thus，thosewidespreadproverbscanbeviewedasproverbmemes．Fromthememeticpointofview,tobeabletosurviveinnaturalselectionisthereasonthatproverbmemescouldbehandeddowngenerationfromgenerationandspreadwideandfar．Inordertolivethroughthenaturalselection,proverbmemeshavetoadapttothelivingenvironmentwhichtheydependonforthepurposeofexistingandtransmitting．Consequently,itisnecessarytoemploythetheoryofadaptationtointerpretwhyaproverbmemecouldsurviveandspreaditself．Thetheoryofadaptation,advancedbyVerschueren(2000)，isalsoanewbranchof 广西大学司旺b学位论文模因．嘲驰笙视角下实用英镪n彦语模因的研究pragmatics，thistheoryholdstheopinionthatlanguageuseisactuallyaprocessofchoosinglanguagecontinuously．Oncethelanguagestartstobeused，ithastolivethroughtheprocessofselection，andonlythosethatadapttothemental,socialandph)rsicalworldcouldlivethroughtheselection．Asforproverbmemes，theirsuccessfultransmissionisalsoensuredbytheirsuccessintheprocessofselection．Thus，thepresentstudywillanalyzeproverbmemesfromthreeaspectsofadaptation，namely,cognition，emotionandculturewhicharethreemajorfactorsthatexertgreatinfluencesonthesurvivalandtransmissionofmemes(Ran&Zhang，2007)．Tobespecific，theresearchquestionsarepresentedasfollows：(1)Whatpropertiesdoproverbsbeartobecomestrongproverbmemes?(2)Howareproverbmemestransmitted?(3)Howdoproverbmemesplaytheirrolebyadaptingtothecognitive，emotiveandculturalfacotrs?Whydosomeproverbsturnintoweakmemes?Thepresentstudytriestodiscussthesequestionsbyadoptingmainlythequalitativemethod，withlargenumbersofexampleswhicharecollectedfromtheInternet，includingnewsheadlinesandadvertisingslogans．Thisstudyisofgreatsignificancesinceproverbsarecloselyrelatedtoourlife．Theyarewidelyusedinallaspectsoflife，forthisreason，itisnecessarytounderstandhowtheyaretransmitted．Throughthispaper,wewillseethatproverbmemescanbereplicatedinverycreativewayswhichbringnewlifetOproverbmemes．Besides，itencouragespeopletouseproverbmemesproperlyorcreativelyindifferentfieldsSOastomakelanguagemorevividandinteresting．Additionally,therearefewmemeticstudiesonproverbs，letaloneEnglishones．Inthisthesis，abetterinterpretationofproverbmemeswillbepresented．Therearesixchaptersincludedinthisthesis：ChapterOneisanoverallintroductiontothestudy,consistingoftheaims，significanceaswell’asstructureofthepresentstudyChapterTwopresentsliteraturereviewonproverbandmemetics，includingtheoriginanddefinitions，aswellaspreviousstudieshomeandabroad；abriefreviewaboutthetheoryofadaptationisalsopresented．ChapterThreeconstructsatheoreticalframeworkforthestudy．Thetheoryofmemeticsisfirstexploredasthefoundationofthepresentstudy,thenthetheoryofadaptationisproposedtointegratewithmemetics，finallytheframeworkissetup．2 OnthebasisofChapterThree，thenexttwochapterscarryoutdetailedanalysisonproverbmemes．InChapterFour，Thepropertiesofproverbmemesarefirstdiscussed．thenthewaystotransmitproverbmemesareanalyzedwithmanyexamples．WhileChapterFiveexplorestheprocessofadaptationforproverbmemes，andmakesananalysisaboutstrongandweakproverbmemes．Thelastchapterprovidesaconclusion,includingmajorfindingsandlimitationsofthepresentstudy,suggestionsforfurtherresearcharegivenaswell． 广西大掌硕士学位论文模因顺应视角下实用英稍H彦语模因的研究Chapter2LiteratureReviewAsaunitoflanguage，aproverbislivelyandvividwhichembodiesthephilosophictheoriesandwisdomofthepeople，andreflectsthecultureofthenation．Moststudiesaboutproverbsarecarriedoutfromperspectivesofcultureortranslationstrategies，seldomresearchesthetransmissionofproverbsinlanguageuse．Memetics，atheoryaboutculturaltransmission，togetherwiththetheoryofadaptationwouldbeappropriateforproverbsstudy．Thischapteraimstopresentaliteraturereviewaboutproverbs，memeticsandthetheoryofadaptation．2．1StudiesonProverbsBeforereviewingthepreviousstudiesofproverbs，itisnecessarytoexplorethedefinition,featuresandfunctionsofproverbs．2．1．1DefinitionofProverbsTheword‘"proverb”isderivedfi"omanLatinword‘"proverbium”whichrefersto“asimpleandconcretesayingpopularlyknownandrepeated，whichexpressesatruth，basedoncommonsenseorthepracticalexperienceofhumanity"’(Wikipedia，para1)．AccordingtotheeditorofOxfordConciseDictionaryofProverbs，before18也century,proverbswasusedinamuchbroadersense，includingsimile，metaphorandphrasesofdescription．Today,proverbiscommonlyseenas‘‘atraditionalsayingwhichoffersadviceorpresentsamoralinashortandpithymanner”(OxfordConciseDictionaryofProverbs，1998)．WhileaccordingtoNorrik(1985)，proverbis“atraditional，conversational,didacticgenrewithgeneralmeaning．apotentialfleeconversationalturn，preferablywithfigurativemeaning”．Variousdefinitionsofproverbhavebeenmadebyscholarsfromdifferentdisciplines，however,themostfrequentlyquotedaswellascomprehensiveoneisgivenbyMieder(1993)：‘‘Aproverbisashort,generallyknownsentenceofthefolkwhichcontainswisdom，truth，morals，andtraditionalviewsinametaphorical，fixedandmemorizableformandwhichishandeddownfromgenerationtogeneration"’．4 广西大掌硕士学位论文模因顺应视角下实用英语谚语模因的研究Tobefurtherclearaboutwhatisproverb，itisnecessarytodistinguishproverbfromothertypesofidioms，suchaspopularsaying，famousphraseandidiomaticphrase．ProverbissimilartOpopularsaying，however,proverbmainlycomesfromeverydayexperiencewithprofoundmeanings，whilepopularsayingisnotthesummaryofexperiencebutplainwordsthatexplaincommonphenomenon；famoussayingusuallyservesasanencouragementorimpetustopeoplewhileproverbismostlycreatedbycommonpeopleinsteadofutteringbycelebrities；astoidiomaticphrase，itisclosetoproverbinmeaningbutdifferentinstructure．2．1．2FeaturesandFunctionsofProverbsT0beconsideredasarecognizedproverb，astatementshouldhavecertainfeatures．Proverbsarealwaysconveyedintheformofcomprehensiveandcompletestatementsthataregrammaticallyaccurate，whicharepre-formulatedgeneralizedstatements．Therefore，theyarefixedinstructureandstyle．Assuch，theyneitherneedtobeadaptedtoagiventextualcontextnordotheyrequireaspecifictextualsurroundingtobefullycomprehensible．Proverbsfeaturethroughahighnamerecognition．However,theoriginorthefounderofaproverbisrarelyeverknown．Duetotheksimplesentencestructureandmetaphoricallanguage，inwhichrhetoricalfiguressuchasalliterations，rhythm,rhyme，etc．frequentlyOCCur,proverbsarefaklyeasytomemorizeandeasilyretrievablefrommemory．Againstthebackgroundthatmanytraditionalproverbsdrawuponacollectivehumanexperienceortraditionalwisdomtheyareoftenconsideredtobeprescriptiveaswellasdidacticreflectingsomesortofmoralteaching(Mieder,1993)．Withprofoundmeaningandvividlanguage，proverbshaveseveralfunctions．Firstly,manyofthemaresummariesfromeverydayexperienceofcommonpeople，theyareabletohelppeoplegettoknowtheworldandenhancetheirmoralstandards．Secondly,peoplecouldlearnscientificknowledgeandobjectivelaws台omproverbs．Thirdly,sincemanyproverbsareoriginatedfromliteratureworksororalliterature，theyarerefinedinlanguageandform,therefore，theyareoftenemployedorquotedinliterature．Finally,proverbscouldbewidelyusedindailycommunicationaspersonalmottoesorcommunicativedevices，forexample，theuseofproverbscouldstrengththereliabilityandauthorityofadvertisements．Inshort，proverbsarecloselyrelatedtoourlifeandrealizetheirfunctionsinvariousfields．5 广西大掌司配}掌位论文模因顺应视角下实用英饲盹参语模因的研究2．1．3PreviousForeignStudiesonProverbsSincethebeginningofwrittenrecords，proverbshavebeencollectedandstudied．Manyresearchesaboutproverbshavebeencarriedoutbyscholarsfromdifferentfields．Asoneoftheverbalfolkloregenres，proverbwhichisubiquitousindailycommunicationhasalwaysbeentheinterestsofscholarsfromfieldsoflinguisticsandculture．Resnick(1982)investigatesthedevelopmentofproverbcomprehensioninchildrenandaimstoaccountforthatdevelopmentbyexaminingthesequentialemergenceofspecificunderlyingabilities．Throughexperiments，Gibbs(1995)concludesthattheabilitytounderstandmanyproverbsrevealsthepresenceofmetaphoricalschemesthatareubiquitousineverydaythought．Fox(2004)carriesoutaresearchaboutdisjointedproverbsintheOMTestamentoftheBible，andclaimsthatthesedisjointedproverbshaverhetoricaleffects．Lauhakangas(2005)makesastudyofthefunctionsofproverbsinsocialinteractionandpointsoutthatproverbsaremultifunctionalandflexibleinstrumentsofeverydayreasoning，althoughtheymaymaintainsolidifiedattitudesortraditionalmodesofthoughtofacertainculture．Friedmanetal(2006)makearesearchtoprovetheclaimthatmembersofAsianculturesshowagreaterpreferencethanEuro-Americansforproverbsexpressingparadox．Uekermannetal(2008)carriesoutaninvestigationaboutthepotentialeffectsofagingonproverbcomprehension，theirresearchfindsoutthoseproverbcomprehensiondeficitsinnormalagingwhichappearedtoberelatedtoreduceexecutiveskills．Brownetal(201l1conductasurveytoexaminerecognitionbyindividualsfromdifferentculturesandagegroupsofproverbsdrawnfromAfricanAmericanculture，whichdemonstratesthatthefamiliarityofspecificproverbsvariesaccordingtoanindividual’Sculturalbackgroundandage．Miederwhoisthemostprominentscholarinstudyingproverbshasmadegreatcontributionsinthisfield．Hehasalreadypublishedagreatnumberofpaperandworks，amongwhichtwoareworthnoted：Proverbs：AHandbook(2004)andProverbsaretheBestPolicy(2005)．ThebookProverbs：AHandbookisofgreatsignificance，ithasbeenthemostthoroughstudyofproverbsSOfarwhichinvolveswiththerelationsofvariousfieldstoproverbs，suchassociology,psychology．Besides，italsodealswiththeusesandfunctioasinvatioUScontexts．珊liletheotherbookProverbs口，芎theBestPolicyfocusesontheAmericanpoliticalscenerangingfromearlyrevolutionarytimestothepresentday,ithelpstoroundoutthepictureofhowproverbsplayamajorroleintheAmericanpoliticalissuestopresidentialpolitics(Mieder,2005)．Throughthisstudy,itcould6 广西大掌硕士掌位论文模因J顷应视角下实用英词n彦语模因的研究beseenthatproverbsasstrategicallyusedfolkwisdomcontinuetobeimportantcommunicativedevicesthatdeserveclosescrutiny．2．1．4PreviousDomesticStudiesonProverbsProverbstudieshavealsodrawntheattentionofChinesescholars，andnumerousresearcheshavebeencarriedout．ManyscholarshavemadecomparativestudiesbetweenChineseandEnglishproverbs，Kou(2007)explorestheirsimilaritiesanddifferencesinphonology,grammarandwordsfromthecognitiveviewpoint，whileWang(2010)makesacomparativestudyoftheculturalconnotationofanimalwordsbetweenChineseandEnglishproverbs．Zhu(2001)conductsaresearchabouttheC-EandE-Ctranslationofproverbs，pointingoutthatliteraltranslationisabetterwaytoke印theoriginalmeaning．Huang(2007)analyzesproverbsfromthepragmaticviewpointandelaboratestheproverbtranslationstrategies．Somestudiesarecarriedoutfromtheperspectiveofpragmatics，Xu(2006)investigatesproverbsbyadoptingSpeechActTheorytomakepeoplefurtherunderstandproverbs，whileTan(2005)discussestheconnectionmeaningofproverbsinlanguageuse，revealingthreetypesofproverbsinChina．Besidestheseresearches，therearesomeotheroutstandingstudies，Long(2000)discussesthefemaleimagesinChineseandEnglishproverbsandanalyzesthecausesthatleadtosuchimagesfromdifferentangles．Song(2011)conductsacorpus—basedstudytoresearchthevariationofproverbs，withthehelpofCOCA．Byprobingintogrammaticalformsandsemanticrelationsofproverbs，especiallybyusingmodemmetaphortheoriesandconceptualcombinationtheory,Xu(2011)analyzestheformationandunderstandingofproverbsSOastoprovidebasisforacomprehensiveresearchofproverbs．Wangetal(2003)studyChineseandEnglishproverbsfromaspectsoforigin，culturalmeaning，languagefeaturesandsocialfunctions，theymakecomparisonofproverbsbetweenthetwolanguages．2．2StudiesonMemeandMereeticsEvolutionarytheoryhasrevolutionizedmodemthoughtandprofoundlyinfluencedthewaythatweunderstandtheworld，whichisusuallytakentoapplyonlyinthebiologicalworld．However,inthetwentiethcentury,RichardDawkins(1976)pointedoutthatthistheorycouldnotonlybeappliedinbiologybutalsoinculture，andproposedanewtheorycalledmemetics．7 广西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究Asananaloguetogenetics，memeticsreferstoanewtheorywhichoriginatesfromDarwin’Sevolutionarytheorywiththeaimtorevealthelawofculturalevolution，explaininghowcultureispassedonfromonegenerationtoanotherandfromoneindividualtoanotherbynaturalselection．AccordingtoRichardBrodie(1996)，memeticsisascientifictheorythatcombinesbiology,psychologyandcognitivescience．Withabriefcognitionofmemetics，theoriginanddefinitionofmemewillbeexplored，thenthepreviousstudiesofmemeandmemeticshomeandabroadwillalsobereviewed．2．2．1OriginandDefinitionofMemeTheterm“meme’’wascoinedbyOxfordbiologistRichardDawkinsinhisbookTheSe坍shGemthatwaspublishedin1976．Theword“meme’’derivedfromaGreekroot“mimeme”thatmeans‘‘aunitofculturaltransmission"’thatspreadsitselfbyleapingfromonebraintOanotherbyimitation(Dawkins，1976)．Scholarsmakedefinitionsofmemesaccordingtotheirparticularunderstandingofmemes．InhisbookTheExtendedPhenotype，RichardDawkins(cf．Brodie，1996)definesmemesasunitsofinformationinpeople’Smindthatinfluencethingssuchasmorecopiesofthemselvesarecreatedinotherpeople’sminds．Fromapsychologicalpointofview,Plotkin(of．Brodie，1996)definesamemeasaunitof‘"culturalheredityanalogoustothegene”，andhepointsoutthatitistheinternalrepresentationofknowledge．WhileanabstractdefinitionofmemeswasgivenbycognitivescientistandphilosopherDanielDennett(ibid)：“Amemeisanidea，thekindofcomplexideathatformsitselfintoadistinctmemorableunit．Itisspreadbyvehiclesthatarephysicalmanifestationsofthememe”．AccordingtoBrodie(1996)，‘"thememeisthebasicbuildingblockofcultureinthesamewaythegeneisthebasicbuildingblockoflife”．FrancisHeylighen(1998)，professorfromFreeUniversityofBrussels，regardsmemesasinformationpatternsthatarestoredinoneindividual’Smind，whichcouldbecopiedtOanotherindividual’Smind．Wilkins(1998)definesmemesastheleastunitsofsocioculturalinformationthatarerelativetoaselectionprocess．Blackmore(1998)arguesthatthedefinitionofmemesshouldbebasedontheconceptofimitation，therefore，onlythosethingsthatcouldbespreadthroughimitationcanbeconsideredasmemes．Inconsequence，manythingswhicharecountedasmemesbeforecouldbeexcluded，suchasexperiencesingeneralandperceptions．8 广西大学硕士学位论文模因顺应视角下实用英语谚语模因的研究Theword“meme”hasalsobeenincludedinchiefEnglishdictionaries．ThedefinitionintheOxfordEnglishDictionary(2001)isthat“么culturalelementorbehaviouraltraitwhosetransmissionandconsequentpersistenceinapopulation,althoughoccurringbynon-geneticmeans(esp．imitation)，isconsideredasanalogoustotheinheritanceofagene”．ThroughWebster分Dictionary(2010)，amemecouldbeallideaorbehavioretc．whichspreads舶monepersontoanotherwithinacommunity．Takingalltheabovestatementsintoaccount，asimpleandclearcognitionofmemescouldbeconcluded．Firstly,ameme，basedonimitation,isaunitofculturalinformationwhichisspreadthroughreplication，transmissionandvariation；secondly,humanareeasilyinfectedbymemeswhicharecontagiouslikeviruses；thirdly,onceinfected，human’SmindwouldbecomeoneofthemediatospreadmemesandthusculturalevolutioniSpromoted．2．2．2PreviousForeignStudiesofMemeandMemeticsSincetheconcept‘‘meme”wasproposedbyRichardDawkins，memeandmemeticshavearousedgreatinterestofscholarsfromdifferentfields．InTheSelfishGene，Dawkins(1976)examinsevolutionfromadifferentponofviewandstatesthatculturaltransmissionisanalogoustogenetictransmissionforitcangiverisetoaformofevolution，andheputsforwardthreegeneralqualitiesofsuccessfulreplicators：longevity,fecundity,andcopying·fidelity,whichareimportanttobothgenesandmemes．ProvokedbyDawkins，RichardBrodie(1996)wrotethebookHrusoftheMind,inwhichheadvancesasurprisingandprofoundideathatourthoughtsarenotalwaysOurownoriginalthoughts，andpeoplegetthoughtsbothdirectlyfromotherpeopleandindirectlyfromvirusesofthemind．Heclaimsthatvirusesnotonlyexistintheuniverseofbiologyandtheman-madeworldofcomputers，butalsointheuniverseofthemindorofcultureinwhichparadigmshiftistakingplace．In1996，Lynch(1996)publishedabooknamedThoughtContagionthatcoversmanytopics，inwhichheprovidesnumerousexamplesofhowmemespropagatethemselvesinthesocietyandputparticularemphasisonexploringvariousharmfulmemes，andhestatesthatthoughtcreationisinfluencedbythoughtcontagionssincenewthoughtswhichseemgeneratedspontaneouslyoftenoriginatefrompreexistingidea．Wilkins(1998)raisesphilosophicalissuesaboutthenatureofmemesandmemetictheory．Hesuggeststhatresearchersshouldhaveagoodgraspofthetheoreticalroleofmemesforthepurposeofstudyingmemetics9 广西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究consistently．Heylighen(1999)describesthereplicationofmemesasaprocesswithfourstages：assimilation,retention，expressionandtransmission．Hepointsoutthatthefourstagemodelisusefulforpeopletoanalyzetheworkingmechanismofmemereplication，andthedifferentneedsamemeshouldmeettotransmitsuccessfully．SusanBlackmoreistheonewhomakesgreatcontributionstothestudyofmemetics，attemptingtopresentatheoreticalframeworkofmemetics．Blackmore(1998)suggeststhatamemeshouldbedefinedasthatwhichisspreadbyimitaion．Shealsomakesaboldclaimthatnothingintheworldofthemindmakesmuchsensewithouttheevolutionarytheorybymemeticselection．InThePoweroftheMeme，sheelucidatestheoriginsandhistoryofmemes，andinvestigateshowtheyareemployed，abusedandignored，takingonameme’s—eyeviewoftheworldandanswerfivequestionsabouthumannature，suchaswhywetalkSOmuch,tOwhichsheshowshowmemeticsprovidesnewanswers(Blackmore，1999)．Herbest-sellingbookTheMemeMachine，whichispublishedin1999，isaremarkableworkwhichsummarizesthedevelopmentofmemeticsinthe1990s，becomingadrivingforceformemeticsresearch．InthebooLsheregardsmemesasreplicatorsthatareequivalenttogenes．Genescompetewitheachothertoselfishlyenterthebodyofthenextgenerationandthusdecidethestructureofthebiologicalworld．Inthesimilarway,memesalsofightwithoneanotherandselfishlyoccupyotherbrains，otherbooksandothertargets，whichbringsabouttheformationofourculture．Blackmore’Sstudyrepresentsalandmarkinhistoryofmemeticsdevelopment，whichinspiresagreatmanynewresearchesofmemetics．Tosomeextent，thestudyofAunger(2002)isonaparwiththatofBlackmore，heexplainsthattheshiftinperspectivesfromDawkins’spurelysocialmemeticstoamemeticsworkingattheinercellularlevelisakintosociobiology’Sviewofsocialbehaviorasagenetictraitsubjecttoevolution．Johansson(2005)holdstheopinionthatmemetics，despiteitsdefects，helpspeoplegetadeeperunderstandingaboutthedevelopmentofthought，cultureandlanguage．Distin(2005)developsherdoctoraldissertationintoabookwithatitleofTheSe圻shMeme，intheremarkablebookshedeepensDawkins’Stheory,andforthefirsttimeshepresentsafullydevelopedconceptofmeme．Sheconcludesthatfromtheperspectiveoftheselfishmemewecanseethatculture’Sdevelopmentwillultimatelybedeterminedbyacomplexinterplaybetweenmemesandtheirenvironment，however,humanbeingsareresponsibleforthecontentsofthosememes． 广西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究2．2．3PreviousDomesticStudiesofMemeandMemeticsItwasnotuntil1990sthattheconcept“meme”wasintroducedtoChina．AfterthepublicationoftheChineseversionofTheSefishGene(Lu，1998)andTheMemeMachine(Gao，2001)，therewasastirringofinterestinmemeticstudies．Therearemanydifferenttranslationsof“meme”inChina,suchas“觅母”，“文化基因”，“密母”，“谜米”and“模因”，amongwhich“模因”istheonethatismostfi"equentlyadopted(Xie&Lin，2007)．InChina,GuiShichunisthefirstlinguisttointroducethetheoryofmemetics．Thensomescholarsstartedtodolinguisticresearchwithmemetics，amongwhomHeZiranisarepresentativewhocontributesalottothestudyofmemetics，heandhisstudentshavewrittenquiteanumberofpapers．HeZiranandHeXuelin(2003)observethememeticphenomenainsocialusageoflanguage，startingwiththeintroductiontomemetics，theyreviewthetheoreticalandempiricalstudiesonthetransmissionandreplicationofmemes，andtheyexaminedifferentopinionsonmemes．TheyalsofigureoutfourtypesofreplicatorsoflanguageimitationinChineselanguage，namely,transpant，quotation，grafting，anamorphicwordsandexpressions．AccordingtoHeZiran(2005)，thelawoflanguagereplicationisrevealedbylanguagememes，andhepointsouttherearethreefunctionsoflanguagememes：impartingknowledge，languageapplyingandexchanginginformation．He(2005)exploresthattherearetwowaystotransmitlanguagememes：repetitionandanalogy；theformertransmitthesamecontentinvariousforms，whilethelattertransmitdifferentcontentswithsetpatterns．ChenLinxiaandHeZiran(2006)makeananalysisonmemevariationsduringtheprocessoftransmissionandthereasonsthatmakelanguagememesspreadsuccessfully．XieChaoqunandHeZiran(2007)regardlanguageasakindofmemewhichcouldberepresentedatlexical，sententialandtextuallevels．They(2007)alsodiscusslanguagememesusedintheprocessofcommunication,claimingthatlanguageuserscouldcreatenewlanguagememesandspreadtheirunderlyingmeaningsbecauseofpeope’Sabilitytoimitate，andtheypointoutthathumanbeingsareoftenreducedtomememachinesthatareandshouldbememeowners．OtherscholarsalsoCalTyoutmanymemeticstudies．Cai(2006)examslanguagevariationwhichisconsideredtobeauniversalphenomenonfromtheperspectiveofmemetics，andthiswayofexplaininglanguagevariationismoreconvincingthanthetraditionalsocioculturalperspective．Li(2007)exploresthatidiommemes，whichplayanimportantrolell 广西大掌硕士掌位论Jr．模因．顺应视角下实用英胡n彦语模因的研究intransmittingadvertisingculture，aremainlyreplicatedinadvertisingthroughimitation，reorganizationanddisplacement．Zhuang(2008)discussesthefactorsforailadvertisingtobecomeacontagiousmemeandthestrategiestospreadlanguagememesinadvertising．Lin(2009)examineshowCantoneseword“maidan”whichmeans‘"payingthebill”isreplicatedandtransmittedintoMandarinChinese，andshefindsoutthatpeople’SpsychologicalmotiveofimitationservesasthemostimportantthatfacilitatethereplicationandtransmissionofthisCantonesememe．Inrecentyears，manyM．Adissertationsalsomakefruitfulachievementsinmemeticstudywhichmainlyfocusontopicsofadvertisinglanguage，Intemetlanguage，culturedifference，translationandteaching．2．3MemetieStudiesofProverbsMemeticstudyhasbeencarriedoutinvariousfields，however,therearefewstudiesofmemeinproverbs．Zheng(2007)andTang(2011)discusstheinnovationandvariationofproverbsinadvertisingandotheraspectsoflife，however,theydonotmakeuseofthetheoryofmemetics．Li(2007)analyzesthereplicationandinnovativeusageofidiomsinadvertisinglanguagefromthememeticpointofview,examplesofproverbsarealsoincludedinhisstudy,hepointsoutthattheuseofidiommemesisaneffectivewaytotransmitadvertisingculture．Tao(2009)makesananalysisoftwotypesofidiommemesinadvertisementsinhisgraduatedissertation，buthedoesnotaffordabroadoverallview．Li(2011)conductsaresearchaboutthevariationofproverbmemes，dealingwiththefeaturesandtypesofChineseandEnglishproverbmemes．Itisseenthattherearefewstudiesonproverbsfromthememeticpointofview．Basedonthepreviousstudies，thisdissertationintendstocarryoutamorethoroughandcomprehensivestudy,exploringthewaysoftransmittingproverbmemesandtherolesandfunctionsofproverbmemesinlanguageuseinthehopeofcomplementingthepreviousstudies2．4PreviousForeignandDomesticStudiesontheTheoryofAdaptationSincethetheoryofadaptationWasadvancedbyVerschueren(2000)in1990s，ithasbeentheresearchinterestofmanyscholars，LiubinieneandMykolaityte(2007)analyzethe 广西大学硕士学位论文楔因顺应视角下实用英语谚语模因的研究linguisticandculturalcontentofselectedWebsitesandthedifferencesthatoccurinthemwhenadaptingintodifferentlanguagesandsocio-culturalenvironments．InChina,studiesonthistheoryareemergingprominently．Itisatheoryofpragmaticssinceitdealswithlanguagechoiceintheprocessofverbalcommunication,thus，thetheoryofadaptationisoftenemployedtoinvestigatepragmaticissues．Xu(2005)examinespragmaticdistanceinverbalcommunicationbyexploringtheadaptationtoparticipants’mental,socialandphysicalworld；Xu(2009)indicatesthatifthelanguagechoiceofuttererdoesnotadapttocommunicativecontext，itwillcausepragmaticfailureintheprocessofverbalcommunication；whileZhang(2009)revealsthatpragmaticvaguenessresultsfromtheadaptationoflinguisticstructures，formsandcontents．Li(2010)pointsoutthatthephenomenonofcodeswitchinginlanguageteachingistheresultofadaptationtostudents’mentalworld．Thetheoryofadaptationisalsoappliedtostudytranslations，Yu(2010)investigatesthatthetranslationofChinatime-honoredbrandnamesmustadapttoculturalbackgroundofthetargetlanguageandthepsychologyofthetargetconsumers．Dai(2010)interpretsadvertisinglanguagebyexaminingcontextualadaptationtoconsumers’cognitive，emotiveandculturalfactors．Inrecentyears，manyscholarsintegratethetheoryofadaptationwiththetheoryofmemeticstocarryoutlotsofstudies．Bycombiningthesetwotheories，Liu(2007)conductsaresearchaboutthepopularityofnewsheadlinememes，whileCao(2008)andLu(2009)studyadvertisinglanguageortherelationbetweenadvertisinglanguageandcultureundertheframeworkofmemeticadaptation，andWei(2010)analyzeshowcatchwordsontheInternetbecomememesandtransmitthemselves．BasedonalIthereviewsinthischapter,itcanbeseenthatitwillbeabetterinterpretationonhowproverbmemesspreadthemselvesinlanguageuseifthepresentstudyiScarriedoutundertheframeworkofmemeticadaptation． 广西大学硕士掌位论文模因顺应视角下实用英语谚语模因的研究Chapter3TheoreticalFrameworkLinguisticslaysemphasisondescription,whilememeticsputsstressonselectionwhichisnotanewterminpragmatics，thus，memeticscouldworkhandinhandwithpragmatics(Jiang，2010：14)．Forthisreason，memeticsisappliedasoneofthethreenewbranchesofpragmaticswhichcouldbesimplyconsideredasthestudyoflanguageuse(He，2007)·AccordingtoVerschueren(2000)，theprocessoflanguageuseisactuallyaprocessofmakingchoicesthatismadepossiblebyvariability，negotiabilityandadaptabilitywhicharethreepropertiesoflanguage．Variabilitydeterminesthechoicerange舶mwhichalternationismadepossible，itenableslanguageselectiontovaryaccordingtothecommunicativeneeds(Verschueren,2000)．Whilethroughnegotiability，languagechoicesaremadeaccordingtoflexibleprinciplesandstrategiesinsteadoff"Ⅸedandstrictformsorrulesmechanically．Basedonvariabilityandnegotiability,thepropertyofadaptabilityisconsideredasthekernelintheprocessoflanguageuse，whichenablespeopletomakeappropriatechoiceswithinarangeoffeasibilitieswiththepurposeofmeetingthecommunicativeneeds(ibid)．Accordingly，Verschueren(2000)advancesthetheoryofadaptation，whichdealswithlanguagechoiceintheprocessoflanguageuse，isalsoconsideredasoneofthethreenewbranchesofpragmatics．FromChapterTwo，itisknownthatamemehastosurviveintheprocessofselectioninordertospreadfromoneindividualtoanother，inthiscase，itisnecessaryforan3emetoadapttoitslivingenvironmentwhichitdependsonforthepurposeofexist证gandtransmitting．Consequently,thetheoryofadaptationcouldbeemployedtoexplainhowamemecouldsurviveandspreaditself．Inthischapter，thetheoryofmemeticswillbeelaboratedasafoundationofthepresentstudy,andthetheoryofadaptationistobeexpoundedandintegratedwithmemetics，thenfinallythetheoreticalframeworkofthisthesiswillbesetup．3．1TheTheoryofMemeticsDarwin’Stheoryoftheevolutionofspeciesbynaturalselectionutterlytransformedthefieldofbiology．Inmoderntimes，thetheoryofevolutionisappliedtostudyhowpeople’S14 广西大学硕士掌位论文模因顺应视角下实用英语谚语模因的穹眄巴mindworksandhowpeopleacquireknowledgeandprogress，andhowcultureevolves，allthesearewhatmemeticsresearchcovers．Memeticistsbelievethatthethreeessentialevolutionaryprocesses——replication,selectionandvariation——arealsopresentinculture(Distin,2005)．However，althoughmemeticsisreferredtobeanalogoustogeneticsforbetterunderstandingofthisnewscience，thisshouldnotbetakentoimplythatmemeticsistheoreticallydependentongenetics．Throughyears’study,memeticshasdevelopeditsownsetofrulesfortheinterpretationofculture，especiallylanguage．Sincethetheoryofmemeticsisanewlyemergedscience，someconceptsrelatedtomemesarenotSOfamiliartoeveryone，therefore，itisnecessarytointroduceseveralpairsofconcepts．MemeandMemeplexThroughtheliteraturereviewinChapterTwo，itisknownthatmemeisa“unitofculturaltransmission"’(Dawkins，1976)．Sometimes，memesworktogetherwithothermemesasagrouptoperformmoreeffectivelyandstrongly，suchgroupistermedas‘"coadaptedmemecomplex”byDawkins，andthenisshortenas“memeplex"’(c￡Ran&Zhang，2007)．Itistransmissionthatcausesthegenerationofmemeplex．Distin(2005)observesthatanewmemewillhaveagreaterchanceofsurvivingtheexistingculturalenvironmentifitisconsistentwiththeothersinthatenvironment，therefore，memesformcoadaptedcomplexeswhichdisplaytheirintegrativetendencies．Besides，accordingtoBlackmore(1999)，memesthatconstitutememeplexwouldperformgreaterinfluenceasonecomponentofmemeplexthantheyworkindividually,theyworkcooperativelytoreinforceeachotherforthepurposetobestronger．Therearenumerousexamplesofmemeplex,suchaslanguage．scientifictheories，andpoliticalideologiesandSOon．GenotypeandPhenotypeInthefieldofgenetics，agenotypeisthegeneticmakeupcodedinagenewhichiscarriedbyanindividual,whileaphenotypereferstotheoutwardmanifestationofanorganism’Sobservabletraits(Wikipedia,paral)．Thisdistinguishalsohappensinthetheoryofmemetics，memeticgenotypereferstointernallycodedinformationthatisreplicatedindifferentforms，whilememeticphenotypereferstoacertainstructurethatcouldbeemployed toexpressvariouscontents．Usually,thesetwotypesofmemesarerespectivelytransmittedbymeansofrepetitionandanalogy,whichwillbediscussedindetailinthelaterpartofthischapter．StrongMemeandWeakMemeAsreplicators，memesobeytherulesofnaturalselection，justlikewhatgenesdo．Theirabilitiesofself-replicationarenotthesame，thus，variousmemescompetefiercelywithoneanotherinordersurvive．Blackmore(1999)statesthatonlyafewmemescouldsurvivethefiercecompetitionandbecopiedfromoneplaceanother．Forthisreason．thosememesthatpeoplefrequentlyencounterindailylifecouldbecountedasstrongmemes．Inotherwords．theyarememesthatwinthecompetitionforself-replication．Accordingly,weakmemesreferthosethatarerelativelyinactive．AccordingDawkins(1976)，strongmemesadaptwelltheexistingenvironment，andperformexcellentlyincopying·fidelity,fecundityandlongevity．Currently，wedonothavevaliddevicesdistinguishstrongmemefromweakone，however，itcouIdbeeasilvperceivedfromtheirtransmissiontendency(Ran&Zhang,2007)．EspeciallywiththeadventanddevelopmentofInternet,languagesevolveinasurprisinglyrapidspeed，newwordsandnovelexpressionsemergecontinuouslyfightfortheattentionofpeople，andtherebyitisnotdifficulttellwhichonecouldbecountedasstrongmeme．Strongmemescouldbesimplydividedintotwotypes：astrongmemeofcontentandastrongmemeofform(Ran&Zhang，2007)．Theformerrefersthevalueorientation，、vavofthinking，ideologiesandcustomswithinonecountryorcommunity．Thelatterreferssomepopularandeffectiveformsofexpressions．Forexample，‘"toXornotX”，whichisderivedfromafamousline‘"tobeornotbe”，isaquiteprevalentstructurethatmaywellsummarizemanyconflictingfeelings．3．1．1LanguageandMemesLanguagecouldbeconsideredasoneofthemediathatcarriesandtransmitsmemes，andasBlackmore(1999)pointsoutthatoneoftherolesoflanguageisspreadmemes，whiletheevolutionoflanguageisdrivenbymemes．Inshort，languageinterplayswithmeme．16 3·1·1·lLanguageasaMajorMediumofSpreadingMem鹤Blackmo聆(1999)chimsthatitisimitationthatgivesrisetomemesthatSpread舶mbramt0brain．Withtheemergenceofmemes，theenv试油menti11whichthegenesareselected1schanged，柚dgenesareforcedtoevolvebetterandbetterapparatust0Spreadmemes．Inordertobetterspreadmemes，peopletakelanguageasaprinciplemediumforthreereasons．Firstofall,languagecouldincreasethefecundityofmemes。Comparedw怂othercommunlcatⅣemeanSlikebodylanguage，gesturesorfacialexpressioIlS，spoken1anguageisabetterdeVlcethatcouldtransmitinformationswithhigherfeeundity．Second，thedigit妇ionotIanguageensuresthecopying。fidelityofmemes．WordsaremoreeffectivetoaVoiderrors柚dm1Stake8‘andmakethecopyingoflanguagemoreaccurate．Th们，grammare11}1ancesthe士ecundIt)，andcopy-fidelityofmemes，andallthesecon仃ibutetomemorabilityandthus炯gevity(ibid)·Currently，languageservesasamediumtot啪smitthemajorityofmemesthroughV扪ou8channels，suchasnewspaper，radio，TVShow，Intemet，b00ksandsoon．Me删hlle，languageisnotjustonekindofvehiclestocanymemes，butalsocouldbememes凹功em印】exitseIf．Languageplaysanindispensablepartinourlives．AsindividuaIsandsocialbemgS‘humansemploylanguagetocommunicate，toth址，t0rcad锄dwite．etc．Hence，language，n0matterintheformofword，orphrase，orsentence，0rte)(t，couldbememesaSlongaStheyarecopiedandspreadbyimitation．Languagememescouldappearinyarlous幻nns，suchasidioms，famousremarksfi"omcelebrities，movielines，catchwordsonForexample：Anappleadaykeepsthedoctoraway．’IheexampleaboVeisafamousproverb舶mthewesterncountrywhichconVevsthe硒rmationthateatingapplesisgoodforheakh．ThrOUghthisproverb，theideathatappleisbe∞ficialt。。urhealthispropagatedamongpeople．Thisisthetr黜rnission。fmemeinc。ntent·Besides,thisproverbbec。mesamemeitseIfwhichiswidelySpreadn。t。nly访theEn91iShVersionbutals。inChineseVersion“一天一苹果，医生远离我”．3．1·1·2MemesasanImpetusofLanguageEvolutionAcc。rdillgt。Blackmore(1999)，memesmakegreatinfluences。nthe。rigiIland 广西大学硕士学位论文模因顺应视角下实用英谓h彦语模因的研究evolutionoflanguagesincelanguagealwaysdevelopsinlightofthethreefeaturesofstrongmemes—fecundity，copying—fidelityandlongevity．JustasBlackmore(1999)mentionsthat‘"thevitalityofawholelanguageoracertainlinguisticunitpartlyreliesonthereplicatingabilityofthememeitconveys”．Intheprocessofreplication，memescouldproducenewonesthroughvariantforms．Inordertoaccuratelydescribeandtransmitthesenewlyemergedmemes，itisnecessarytocreatenewwords，andconsequentlyvocabularieswouldnaturallybelargerandlarger．IthasbeenprovedthatagreatmanynewwordswouldbecreatedwhenthoughtsandculturesareSOlivelythatalargenumberofmemesareproducedandtransmitted(He&Ran，2009)．Ontheotherhand，whenonelanguagecomesintocontactwithanotherlanguage，itislikelythatthewordsorphrasesofthenon—nativelanguagewouldbecomememesandappearinthedailyspeakingofthenativelanguage，andthusenrichthenativelanguageorchallengeitslanguagestandardization．Forexample：贺岁片大战今日开打《十三钗》PK《龙门飞甲》(fromChinanews．corn，Dec．15th,2011)ThisisanewsheadlinefromaChinesewebsite，‘‘PK，’isanabbreviationof‘"playerkilling’’whichisoriginatedfromonlinegamesthatdenotes“compete”．Sinceitspresence．ithasbeenfrequentlyemployedandspreadwithoutrestrictionnotonlyindailyinteractionofthepeoplebutalsoinTVnewsandnewspapers．Moreover，itnearlyreplacestheformalChineseexpressionslike“bisai"’or“tiaozhan”inmanyoccasions．whichwillimpactonlanguagestandardizationandshouldbepaidattentionto．Inshort，languageandmemesinteractwitheachotherclosely．Ononehand，withtheimprovementofpeople’Slinguisticcompetenceandtheuseoflanguage，moreandmorememeswouldbecopiedandspread．Ontheotherhand，byinfectinghuman’Smind，memeswouldinfluencepeople’SbehaviorSOthattheyhelpspreadthememes，whichpromoteslanguageuseandmakelanguageevolveanddevelop．Theirrelationscouldbeshowninthefollowingfigure： empllanguagehuman·I_——————————————·一meme访fectFigure1．Therelationsamonglanguage，memeandhuman3．1．2StagesofMemeReplicationAccordingtoHeylighen(1999)，amemehastolivethroughfourstagesforthepurposeofbeingreplicated，thosestagesareassimilation，retention,expressionandtransmission·3．1．2．1AssimilationWiththeaimtobereplicated，amemehastograbpeople’Sattention，thisprocessIScaliedassimilation．Byassimilation,amemeisabletoinfectthehostinordertogetnotice，understandingandacceptancefromitshost．Noticingneedsamemetobeappealingenoughtocatchthea位entionfromthehost．UnderstandingrefersthatamemecouldberecognizedassomethiIlgiIlaccordancewithhisorhercognitivesystem．Whileafterthememeisnoticedandunderstood，itstillneedsthehosttohavefaithinit．Forexample,itisnotdifficulttounderstandthepropositionthatSantaClausexistsinthisworld，however，ifthehostdoesnotbelieveinthisproposition，heisunlikelytoacceptit，andthushewillnotmemorizeit．3．1．2．2Retentionmeansthatamemeshouldstayforaperiodoftimeinthememo巧ofthehost．Inordertogainmoreopportunitiestofurtherpropagateitself,amememustbeabletoretainiflthememoryofthehostaslongaspossible．Actually,fewthingswesee，hearorencounterwillbeStoredinOurmemoryandsurviveasmemes．AccordingtoHeylighen(1999)，retentionliesupontheimportanceofanideatoitsrecipient，besides，thefrequencyofusealso 广西大学硕士学位论文模因顺应视角下实用英语谚语模因的研究influencestheretentionofthememe，“eitherbyrecurrentperceptionorbyinternalrehearsal”(Heylighen,1999)．Distin(2005)pointsoutthatamemeshouldbecompatiblewiththeexistingassemblyofknowledgeoftherecipientwiththeaimtobeacquiredandretained．Aftergrabbingpeople’Sattention，passivecopiesofthememearequiteefficienttOensureitsprolongedexistenceforthepurposeofpersisting．Throughmanycopies，amemeislikelytoappearinahighfi"equency．Inthisway,thememoryaboutthememewouldbereinforced．3．1．2．3ExpressionIIlthethirdstage，itiscrucialforamemetobeconveyedfromonetoanotherinvariousforms，suchaslanguage，gesturesorotherformsofcommunication．Byexpression，itmeansthatamemeshouldemergefrompeople’Smindandturnintoperceivableshapestogetpeople’Sattentionandacceptance(Heylighen，1999)．Spokenlanguageisthemostcommonwaytoexpressinformation，ideaorthought，otherwaysofexpressionincludebehavior，textandpictures．Thereisnoneedtorequirethehosttocommunicatethememeconsciously,sinceamemecouldbesimplyconveyedbywhatheorshespeaksorhowheorshebehaves．Whetherthememewouldbeexpressedornotdependsonthewillofthehost．Ontheonehand，thehostmaybeunwillingtocommunicatethememesinceheorshethinksthatthememeisnotinterestingenoughtobeknownbyothers，ormaybejustwantstokeepitsecret；ontheotherhand，itispossiblethatthememeisexpressedagainandagainsimplybecausethehostconsidersitfunnyorimportant．Generallyspeaking，amemehastobeabsorbedintoanetworkofacceptedideasorisusefulincertaincontextSOastobeexpressed．3．1．2．4TransmissionWithoutreplicabilitynorepresentationcouldbeameme，therefore，thestageoftransmissionisindispensable．Inthisstage，anexpressionistransmittedamongindividualswiththehelpofperceivablemediathatarestableenoughtOpassontheexpressionwiththeleastlossofinformation．Thesephysicalcarrierscouldbecalledthememevehiclethatincludesbooks，photos，artifactsorCD-ROMSfromwhich‘"theoriginalmemecanbe20 re．derived(Heylighen，1999)”Withthesecarriers，informationcouldbemorepermanentlystored，howeVertheyarenotfixedandunchangeableatallintheprocessoftransmission·Inthisprocess，memesmaybespreadintheformofeliminationwhenthephysicalcarriersarebrokenordestroyedbeforetheyarenoticedbyanotherindividual，orintheformofmuItiplicationwhenthevehiclesarereplicatedintomanycopies(Distin，2005)·Inthemod咖era，thestageoftransmissionshowsitssignificanceaftertheemergenceofmassmedi钆eSpeciallytheappearanceofInternet，sincethestageoftransmissionhasagreatimpactonthcselectionofmemes．Thesefourstagesfollowoneanothertoformacircle．Asthefollowingfigureshows·Ateachstage，Somememesaleeliminatedthroughnaturalselection·Therefore，onlythosememesthatcouldsuccessfullypassallthesefourstageswouldbecopiedandreplicated，thensurviveasstrongmemes．囤—一回Figure2．Lifecirclesofmemes3．1．3CriteriaofMemeSelectionFrancisHeylighen(1999)proposesthatamemeshouldmeetfourcriteriainordertop88sthefourStagesthatarementionedintheprevioussection．Theyareobjectivecriteria,subjectiVecriteria，intersubjectivecriteriaandmeme—celateredcriteriawhichelucid眦theprocessofmemeselectionfromfourperspectives：objectsintheuniverse’thehost,interrelationsamongthehosts，thememeitself(Zhuang,2010)· 广西大掌硕士掌位论文模因J顷应视角下实用英胡n彦语模因的研究stages＼selectorsobjectiveSubjectiveInter-subjectiveMeme-centeredAssimilationdistinctivenessnoveltyauthorityself-justificationsimplicityformalityCOherenceRetentioninvariancecoherenceconformityself-reinforcementcontrollabilityutilityintoleranceExpressionexpressivityproselytismTransmissionpublicityproselytismTable1．Selectioncriteriaofmemes(Heylighen，1999)Tobesuccessfullyreplicated．amemeshouldfulfillthecorrespondingcriteriaofeachstageofthelifecircle．AccordingtoHeylighen(1999)，amemethatperformsbettertomeetoneofthecriteriaislikelytobemoreproductivethanonethatperformsworse．Generallyspeaking，therearefourcriteriashownasfollows：objectiveCriteriaIntheprocessofmemeselection，sometimesselectionismadebyfactorsthatareindependentfrommemesandhosts，suchkindoffactorsarecalledobjectivecriteria．(Heylighen，1999)．Amongobjectivecriteria，distinctivenessmainlyplaysitsroleinthestageofassimilation，itmeansthatthosememesthataremoreunique，attractiveandexceptionalaremorelikelytobenoticedandunderstoodbythehost，andthusmakethehostassimilated．Whileinthestageofretention，itistheinvarianceandcontrollabilitycriteriathatwork．Tosatisfytheinvariancecriterion，amemeshouldnotrelyonthewaythatitisperceivedforexistence，instead，amemewouldbepermanentlystoredinthehost’Smemoryifthememecouldcontrolorinfluencethebehaviorofthehost(Zhuang，2010)．subjectiveCriteriaThosefactorsthatwillaffectthehosttomakememeselectionaresubjectivecriteria．Atthefirststageofmemeselection,noveltyandsimplicityplaytheirrolestomakethememe 广西大掌司Eb学位论文模因顺应视角下实用英谠n彦语模因的研究assimilatedbypeople．Whilethecriterionofcoherencefunctionsatthestageofassimilationaswellasthestageofretention，sincecoherenceenablesamemetofitinwellwiththepreexistinginformationinthehost’Smind，thememecouldbeunderstoodandacceptedandisthusmorelikelytobekeptinthememory．Whileutilitytakesitseffectatthestageofretention，forpeopletendtorememberthosememesthatareusefulorhelpfultothem．IntersubjectiveCriteriaJustasthetermimplies，intersubjectivecriteriarefertofactorsthatinfluencememeselectionwhichismadethroughinteractionsbetweendifferenthosts(Heylighen，1999)．Amongthoseintersubjectivecriteria,authorityperformsatassimilationstageforamemewhichoriginatesfromauthoritativesourcescouldmoreeasilyarousepeople’Sattention，SOdoesthecriterionofformality．Whileconformitymeansthatdifferentsubjectsinthesamegroupidentifywiththesameideawhichwillberetained．Itisobviousthatexpressivityfunctionsatexpressionstage，amemewiththispropertycouldbeeasilyexpressedthroughdifferentmedia．Ifamemebecomesthefocusofpeople’Sattention，itwilldefmitlybedistributedwidely，thus，publicityplaysitsroleatthelaststageofmemeselection．Meme-eenteredCriteriaMeme．centeredcriteriarefertothoseinfluentialfactorsthatdetermineselectionaccordingtothememeitself．Memes，selectedthroughthesecriteria，areusually“selfish’’oneswhoseaimistospreadthemselves．Differentfactorsofthememeitselfreinforceeachothertostrengthenthehost’Smemoryofit，andtotemptthehostintospreadingit．Attheassimilationstage，componentsofamemesupporteachothertomakeitselfnoticed，thatistheeffectofself-justification；whileself-reinforcementandintolerancefunctionattheretentionstage，whichhelpthememetofightforastableposition；andwiththepropertyofproselytism，amemewouldtemptitshosttoexpressandtransmitittootherindividuals．TheseselectioncriteriahelpUStostudyandanalyzelanguagememes，however，itdoesnotiInplythatamemeshouldsatisfyallthesecriteriaforthesakeofsuccessfulreplication．Itonlyindicatesthatitismoreprobableforamemewiththesecriteriatobesuccessfullyreplicated． p-西大学司E}掌位截譬赶模因J顷应视角下实用英镪n彦语模因的研究3．1．4TransmissionWaysofLanguageMemesrealizetheirexistencethroughreplicationandtransmission，however，thetransmissionofmemesdoesnotrefertotheexactsamenessofthecontentandformbetweenthememeanditsreplica．Duringtheprocessofreplicationandtransmission，languagememeswouldintegratethemselveswithdifferentcontexts，whichresultsintheemergenceofnewmemesandmemeplex．Thosememeswhicharetransmittedwouldappearinvariousformswiththesamecontent，orthesameformwithdifferentcontents，theformerisgenotype，andlatterphenotype(He&Ran,2005)．Generallyspeaking，therearetwowaystotransmitlanguagememes，justasthefollowingfigureshows：Figure3．Transmissionwaysoflanguagememes3．1．4．1RepetitionAsstatedinChapterTwo，anythoughtsorinformationcouldbecalledmemesaslongastheyareimitatedandtransmitted．However，duringtheprocessoftransmission，theformsofsomememeswhichcarrythesameinformationwouldvary．AccordingtoHeZiran(2005)，thiskindofmemes，namelygenotype，ismainlytransmittedthroughrepetkionwhichisstimulatedbythesimilarcontext．Byrepetition,therearetwotypes——directtransmissionandsynonym．24 广西大掌硕士学位论文模因顺应视角下实用英稍n彦语模因的研究DirectTransmissionSomeinformationisdirectlyspreadwithoutchangingboththecontentandforminpropersituation．ThistypeoftransmissioniscompletelyfaithfultotheoriginalmemewhichusuallyshowsgreatvitalityinthecorrespondingenvironmentSOthatpeoplearelikelytoencounterthemfrequently．Thus，peoplewouldbemoreeasilyinfectedbythiskindofmemesthatwouldprobablyretainlongerinthememory．Usually，memeslikequotations，idioms，famoussayingsorslogansaremoreoftentransmitteddirectly．Forexample：(1)OlympicshootingchampionChen：eastorwest,home括best(Xinhua，Aug，2008)(2)Eastorwest,homeisbest(乃PAtlantic，JullSt,2008)(3)EastorWestHomeistheBest(WorldPulse，Jan26th,2011)111ethreeexamplesaboveareallnewsheadlinesfromdifferentmassmediawiththesamememe‘"eastorwest，homeisbest”whichisdirectlyemployed．Asaproverb,itisquiteoftenusedinvariousoccasions，eitherformalorinformal．Fromtheseexamples，itCanbeseenthatwhenthenewenvironmentissimilartotheoriginalenvironmentfromwhichamemegenerates，thememewouldtakeadvantagesofthenewcontexttoself-replicatebymeansofdirecttransmission．SynonymMeanwhile，withthedevelopmentofthesocietyandculture，someinformationwouldconstantlychangetheirformsinordertoadapttotheneedsofthesociety．Thisisaverticalmodeoftransmissionduringwhichthepresentationoftheinformationvarieswhichmaybequitedifferentfromtheoriginalone．However，itdoesnotmatterhowtheformoftheinformationwouldchangesinceitisthecontentoftheinformationthatiscopied．Indailycommunication,itiscommontofinddifferentwaysofsayingonethingindifferentperiodsordifferentplaces．Forexample，itis“autumn’’inBritainwhileitis“fall”inUSA．Besides，“apartments”and‘"tube’’argtheAmericancounterpartsofBritishwords‘‘flats”and‘Mnderground”(Hu，2001)． 广西大学硕士学位论文模因顺应视角下实用英语谚语模因的研究3．1．4．2AnalogyComparewithrepetition，analogyismorecommonlyemployedtOtransmitmemes，throughwhichmorenewmemesormemeplexesareoftengenerated．Therearetwotypesofanalogy：analogyofthesamesound，andanalogyofthesamestructure(He&Ran，2005)．AnalogyoftheSameSoundByselectingandadjustingspeechsound，analogycouldgeneratenewmemevariants·Usually,memesofthiskindarecreatedaccordingtOthecurrentneedswhichwouldnotbeacurrencyforlong．However，analogyofthesoundisoneoftheprinciplewaystotransmitmemes，itisespeciallyCOmlTlOninadvertisementandfilmsorTVdrama．Forexample：(1)Tastemakeswaist．(GarfieMandFriends，$5E16，1992)(2)Tastemakeswaist(Gulfnews．corn，Mar2耐,2007)Bothexamplesarememesderivedfromawell—knownidiombyanalogyofthesound．Example(1)isalinefromtheanimatedtelevisionseriesGarfieldandFriendsin1992，itisanimitationoftheidiom“Hastemakeswaste”．Itmakesuseofthesimilarityofspeechsoundsbetween“haste”and‘"taste”，andthesamenessinsoundbetween‘Ⅵaste’’and‘"waist”，thememeistherebyeasytorememberwhichindicatesthateatingtoomuchwouldgainweights．SinceitsIn-stappearanceinGarfieldandFriends，ithasbecomeamemeitself．Asexample(2)shows，itisemployedasanewsheadline．Generallyspeaking，therearemorechancesforamemetosurviveifitestablishesaconnectionwithwell—knownidioms，sincepeoplearefamiliarwiththeseidioms．AnalogyoftheSameStructureAnalogyofthesamestructurereferstotheimitationoftheknownlanguagestructuresfromwhichmemevariantswithnewcontentsaregenerated(He&Ran，2005)．Inthistypeofanalogy，greatpragmaticeffectsandobviousrhetoricalfeaturesaretobefoundinthestructuresoftheoriginalmemeswhichmostlyarefamoussayingsthatareeasilyimitatedandtransmitted．Besides，thesememescouldalwaystouchthedeepfeelingsoftheheart，or26 pmmmpeopletodeepthought，theyaleeitherthought-provokingorfunnythatleaVepeopJeadeepiIIlpression(He&Ran,2005)．Asisshowninthefollowingexamples：Forexample：(1)2Bornot2B,thatisapencil．01ttp：／／www．theunpluggedwoodshop．com／2b-or·not-2b．html,Nov．28m，2011)(2)ToLayerornottoLayer?ThatistheArchitecturalQuestio刀(TheServerSide．corn，Jul．27也，2005)f31ToTweetorNottoTweet(Time，Apr．1lth,2011)111esethreeexamplesareallinthestructureof‘"toxornottox，’whichcomesfromoneofthemostwell．kn0、ⅣnShakespeareanquotations“Tobeornottobe，thatisaquestion"’·TheeXamplesabovethoughsharethesamestructure，theyjusthavenothingtodowithoneanotherincontents．hcanbeScenthatmassmediacontributegreatlytothetransmissionofmerees，amongwhichIntemetplaysanimportantpart．Wkhthehelpofthesedevices，languageusetscouldreplicateaIld仃aIlsmitmemesthroughrepetitionandanalogyaccordingtotheirownneedsatwill．Itshouldbenotedthatrepetitionofmemesisnotjustamererepeatsincethemformatlonthatiscopiedmaygeneratenewmeaningsduetotheshiftofcontext·Besides，languageus盱scouldalsocreatenewmemesthroughanalogy．Themodemagecallsforchangeandinnovation，thus，intheprocessoftransmission，memesmaymakesomechange，eithe¨nfornlorincontent．Allthesechangesarecloselyrelatedwiththeneedsoflanguageusers,andinthisprocesscontextisinvolved(He&Ran,2005)．3．2TheTheoryofAdaptationDiscoursegenerationanddiscoursecomprehensionhavebeentwomajo¨s8ue8tnatattractthea仕entionoflinguisticsanditsbranches．ItisforthisreasonthatVarm’USmodestorcormunicationandcomprehensionaleproposedwiththeaimofgeneratlonandcoⅡlprehensionofdiscourseincommunication．Astothestudyofpragmaticsathomcandabroad．thetheoryofadaptation，whichmainlydealswiththechoiceoflanguaget’om5andstrategiesinverbalcommunication,gainsgreatattention·ThetheoryofadaptationwasproposedbyVerschuereninthelate1990s，which1spresented．mhisbookUnderstandingPragmaticsinwhichhestudiespragmatlcs的manew27 广西大掌司配b掌位论文模因顺应视角下实用英语谚语模因的研究andoverallperspective．AccordingtoVerschueren(2000)，thetheoryofadaptationcouldbeinvestigatedfromfouraspectswhendescribingandexplaininglanguageUse"structuralobjectsofadaptability，dynamicsofadaptability,salienceoftheadaptation，contextualcorrelatesofadaptability．Amongthesefouraspects，contextistheforemostfactorwhichisindispensableinlanguageuse，thus，intheprocessoflanguageuse，linguisticchoiceshouldadapttocontext(ibid)．Inordertogiveacleardemonstrationofthecontextualcorrelatesofadaptability,Verschueren(2000)presentsthefollowingfigure：PhysicalworldSocialworldMentalworldU．．．．一1．．一(Linguisticcontext)Figure4．Cotextualcorrelatesofadaptability(Verschueren,2000：76)Figure4．clearlypresentsthatutterer(U)andinterpreter(I)arethefocalpointsintheprocessoflanguageuse，sincethecontextualaspectsofthephysical，socialandmentalworldsonlyfunctioninlanguageusewiththeactivationoflanguageusers’cognitiveprocesses．Inthefigure，thelineswhichconvergeinUandIarecalledlinesofvision(Verschueren，2000)．Uttererisinchargeofchoicesoflanguageproductionwhileinterpretermakeschoicesoflanguageinterpretation．Theylocateindifferentworlds，thus，theirrangeofvisiondiffersfromeachother．Thoughthereisoverlapbetweenthesetworangesofvision，theystillhaveslightdifferenceduetotheirdifferentperspectives．Consequently，whenproducingandinterpretinglanguages，languageusers’linguisticchoiceswouldmoreorlessheinfluencedbythecontextualaspectsofthesethreeworlds． 广西大掌司匿．b掌位论文模因顺应视角--ir实用英嗣n彦语模因的研究Therearecognitivefactorandemotivefactorincludedinmentalworld，cognitivefactorselvesasalinkbetweenmentalworldandsocialworldinabstractform；whileemotivefactoralsoactsasabridgeinvariousforms，suchasaffect(Verschueren,2000)．Thesetwofactorscontainelementslikepersonality，emotion，intentionofboththeparticipantsofcommunication．SocialworldreferstOprinciplesandnormsthatparticipantsofthecommunicationshouldobeyinsocialenvironment．Languageusersmustmakelinguisticchoicesaccordingtothenormsofthedifferentsocialsettingsandlanguagecommunity．Amongallthefactorsofsocialworld，cultureplaysarathersignificantrole，sincelanguageusersarethosewholiveinculturalcontextandtheirverbalbehaviorsarerestrainedbysocialandculturalnorms．Forthisreason,cultureisanindispensablepartofcontextualadaptability．Factorsinphysicalworldalsohavegreatinfluenceonthechoiceofcommunicationskillsaswellaslinguisticchoice，however，itwillnotbediscussedinthisthesis．3．3MemetieAdaptationMostmemeticistsbelicvethattheselectionofmemesiScarriedoutonthebasisoftherestofmemesinthemind(Ran&Zhang，2007)．MemesaretransmittedfromonemindtOanother，andthebrainbecomesaplacewherememescompetewitheachother．Accordingly，itcanbeconcludedthatcognitiveandemotivefactorsinmentalworldproduceinfluencesontheexistenceandtransmissionofmemes．SincememeiSdefinedas“aunitofculturaltransmission"’(Dawkins，1976)，itsexistenceandtransmissionarealsodeeplyaffectedbyculture．Forthesereasons，itcanbeseenthat，intheenvironmentformemesurvival，amongallthefactorsofadaptation，cognition,emotionandculturearethreemajorfactorswhichexertgreatinfluencesonthesurvivalandreplicationofmemes(Ran&Zhang，2007)．3．3．1CognitiveFactorCognitionplaysapivotalpartintheprocessofmemegenerationandreplication．Blackmore(2001)pointsoutthatsomememesaremoreprominentthanothersduetothepropertiesofoursensorysystem,theattentionmechanismdecideswhichmemesRreeasiertoenterourinformationprocessingsystem．Strongmemesarethosethatcouldattractpeople’Sattentionandstayinmemoryforlong．Manymemesarewidelyspreadfortheyareeasyto 广西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究remembernotbecausetheyareuseful．Oneofthetasksofmemeticsistomakeuseoftheresearchfindingsofmemorypsychologytostudytheprocessofmemeselection(Blackmore，2001)．Therefore，inordertOmakememesretainedinthememoryforlong，itisnecessarytograsplawsofperceptionandmemory，andmakelanguagememesadapttotheselaws·Theamountofinformationthatthebraincouldprocessandspreadarelimited，thus，onlytheinformationperceivedbyinstantmemorycouldbeaccepted，codedandstoredwithinacertaintime．Throughanexperiment，theAmericanpsychologistGeorgeA．Miller(1956)suggeststhatseven(plusorminustwo)isthenumberthatindicatespeople’Sshort-termmemoryperformanceonrandominformation．Accordingtothisprinciple，thoseshortandpreciseexpressionsaremorelikelytobecomememes·Besides，differentpeoplemayhavedifferentsensitivitiesduetothedifferenceinlifeexperienceandschooling．Generallyspeaking，simpleandcommonmemesareeasiertObespreadamongthepublicwhileobscureonesarejustconfinedtoacertainfields．Inthiscase，utterershavetomakeproperlinguisticchoiceaccordingtothesituationofaudiences．Inaddition，rhetoricaldevicesareoftenemployedtomakelanguagememesmorememorable·Rhetoricisactuallyavariationoflanguagewhichmaycausecognitivedissonance，thisdissonanceusuallygivespeopleafeelingof丘eshnessorasenseofhumor，asaresult，memesofthiskindareadaptedtocognitivefactorandgainmoreattention(Ran&Zhang，2007)．3．3．2E．motiveFactorEmotionisactuallytheimpetusoflanguagememes．Sometimes，memesachievegreatSuccessbecausetheytouchpeople’Smutualemotions．AccordingtoAlying(1998)，strongmemesarethosethatcouldactivatefeelingbuttonsappropriately．Tobetterunderstandtheemotiveneedsofhumanbeing，itisnecessarytohavearoughideaofMaslow’Shierarchyofneeds．Justasfigure5．shows．Physiologicalneeds，includingbreathing，food，water，sex,sleep，arethemostbasicdemands；then，theneedsofsafetyareneeded，suchasshelter；afterthat,peoplewouldpursuetheneedsofbelongingandesteem,andfinallyrealizetheirgelf-actualization．30 g--西大学硕士学位论文模因顺应视角下实用英胡n彦语模因的研究Figure5．Maslow’SHierarchyofneeds(Wikipedia,par1．)AccordingtoMaslow’Shierarchyofneeds，Brodie(1996)dividespeople’Sfeelingbuttonsintotwolevels：theprimary-orderfeelingbuttonswhichincludesfood，dangerandsex，andthesecond-orderfeelingbuttonswhichincludesbelongings，caring，approvalandSOon．Elementsofthefirstlevelarecloselyrelatedtothebasicneedsofhumanbeings，whilethoseofthesecondlevelarefeelingsthatpeople，associalbeings，arealwaysseekingfor．Consequently，itisessentialforlanguageuserstoknowwellaboutpeople’Semotionalfeelings．Withthebetterunderstandingofemotivefactors，languageusersareabletochoosethoselanguagememeswhichcouldtouchthefeelingsofpeople’Sheart，thusarouseaudiences’sympathies．3．3．3CulturalFactorAccordingtoBlackmore(1999)，cultureisanassemblyofvariousmemesormemeplexesthataresharedbythemajorityinacertaincommunity，amongwhichreligion,languageandtraditionarealsomemes．Inmostcultures，thesuccessofamemedependsonthenatureoftheexistingmemes．Inordertobeaccepted,absorbedandspread，anewmemeshouldbeabletoadapttOtheexistingculturalenvironment，makingitselfsimilartOtheexistingmemesor 广’西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究memeplexes．Everycultureisaccumulatedbycivilizationdevelopmentthroughthelongcourseofhistory，existingandlastingintheformofvalues，moral，modeofthinking，traditionsandSOon．Manyoftheseculturalfactorshavealreadyturnedintoculturepsychologyandcharacterofthenation，andthusbecomememesthatcarryculturalheritages．Thoseinformationthatdonotfitintheculturalcontextwillbeexcluded．therefore．itiSsignificantforlanguageUSerStolearntheculturalbackgroundofthecountryorregiontheylivein．Withagoodgraspofculturalfactors，languageusersareabletocaterfortheaudiencesbyemployingorcreatingmemeswhichadapttotheexistingculturalenvironment(Ran&Zhang，2007)．Onthewhole，cognitive，emotiveandculturalfactorsplayapivotalroleintheexistenceandreplicationofmemes．Actually，thesuccessofamemeisnotsolelytheeffectofoneindividualfactor,sometimes，itistheresultofeffectsproducedbyvariouskindsoffactors．Basedonthelinguistictheoryofadaptationandthetheoryofmemetics，thetheoreticalframeworkiSsetup．Asthefigure6．shows：simplicitynoveltyutilityconformitycognitivefactoremotivefactorcukuralfactorFigure6．TheoreticalFramework32．吼m咖m一厂IL一．o g-西大学硕士学位论文模因．I顷应视角下实用英荫晡爹语模因的研究Thecriteriathatplaymoreimportantrolestomakestrongproverbmemeswillbediscussed．Sinceoneofthemostsignificantpropertiesofmemeistransmissionorreplication，wewillexplorethewaystotransmitstrongproverbmemes．Finally，proverbmemesrealizetheirfunctionsbyadaptingtocognitive，emotiveandcukuralfactors．3．4SummaryInthischapter,anoverviewofthetheoryofadaptationisgiveninthefjrStsection．Thesecondsectionelaboratesonthetheoryofmemetics：thefirstpartintroducesseveralpairsofconceptsrelatedtomemes；thentherelationbetweenlanguageandmemeisexplored；lifecirclesandselectioncriteriaofmemesareelucidated；atlast，thetransmissionwaysoflanguagememesareillustrated．Thethirdsectionexamineswhatfactorsshouldlanguagememesadaptto．Finallythetheoreticalfi"ameworkofthisthesisissetuponthebasisofallthepreviousdiscussion．33 广西大学硕士学位论文模因顺应视角下实月{英胡n彦语模因的研究Chapter4AnalysisofProverbMemesinLanguageUseBasedonthepreviouschapters，itcanbeobtainedthatreplicationandtransmissionisthemostsignificantandindispensablenatureofmemes，withoutreplicationandtransmission，nothingcouldbeconsideredasmemes．Asapartoflanguagethatcarriesculture，proverbs，whicharewidelyspreadinvariousfieldsandoccasions，couldberegardedasactivememes．Fromthememeticpointofview，wewillstudythepopularityofproverbsbyexaminingtheselectioncriteriaonwhichproverbmemesandtheirvariantsarechosen．Then，thetransmissionwaysofproverbmemeswillberevealedbyexploringtheirwidespreaduseindifferentoccasions．Byadoptingthetheoryofadaptation，theworkingmechanismofproverbmemeswillalsobeinvestigated，withtheaimtofindoutthathowproverbmemessatisfydifferentcommunicativeneeds．Inthischapter，qualitativemethodisadoptedtoanalyzedatafi-omDictionaryofEnglishProverbspublishedbyShanghaiForeignLanguageEducationPressandAnEnglish-ChineseDictionaryofEverydayEnglishProverbspublishedbyFudanUniversityPress，aswellasdatafromtheInternetwhichmainlycovertherangeofadvertisingslogansandnewsheadlinesfromtheyear2002to2012．4．1PropertiesofProverbMemesinLanguageUseAsisstatedinChapterThree，therearefourkindsofcriteriaproposedbyHeylighenthatasuccessfulmemeshouldmeetineachstageofmemereplication．Themorecriteriaamemesatisfies，themorechancesitwouldbereplicatedandtransmitted．Basedonthediscussionaboutthecriteriaofmemeselectionin3．13，itisevidentthatproverbswhichhavesuccessfullybecomeproverbmemessurelybearinthemsuchprominentpropertiesassimplicity，novelty,utilityandconformity．4．1．1SimplicityAccordingtoHeyl逸hen(1999)，simplicitytakeseffectinthestageofassimilationsincethoseshortandsimplememesaremoreeasilyperceivedandunderstoodbythehost．Therefore，thesimpleramemeis，theeasieritwouldberememberedandthusbeemployed．Besides，shortandtersememesaremorelikelytokeepthefeatureofcopying·fidelity．As 广西大掌硕士掌位论Jr．模因J颤渔芝视角下实用英稍唠语模因的研究pithyandconciseexpressions，thoseproverbswhichfitwellthecriterionofsimplicityareusuallyshortwithplainwordsthatareeasytounderstand．TheauthormakesarandomchoiceofapartoftheproverbsfromADictionaryofEnglishProverbs(2009)asasampletoshowstatisticalevidence．ThenumberofwordsProverbsPercentageOnetoseven18572．9％Morethanseven6927．1％Total254100％Table2．Sampleanalysisofproverbs’simplicityThefigurepresentsthatofthe254proverbs，thosethatconsistofnomorethansevenWOrdsaccountsfor72．9％whiletherestthatconsistofmorethansevenwordsfor27．1％．Asisdiscussedin3．3．1，seven(plusorminustwo)isthenumberthatcharacterizespeople’Sshort-termmemoryperformance，forthisreason，shortexpressionshavemorechancestobecomememes．Forexample：(1)SocialCRM．"WalkBeforeYouRun(information-management，May4,2011)(2)UFOsightings：Seeing括believing(TheUnion．com,Aug21，2011)(3)NoPa以NoGain?NotSoFast(TheNew场睹Times，Dec13，2011)(4)MightWeDoastheRomansDo?(TheNew物砖Times，Jul9，2010)Theseexamplesareallnewsheadlines，containingterseproverbswhichmaketheheadlinesclearandeasytoread．Asisknowntoall，aheadlineshouldheashortandsuccinctsummaryofthecontent,andisabletobegraspedataglance．Inthissense，briefandsimpleproverbsjustfitwellinnewsheadlinesandaretransmittedasmemes．Besides，proverbsarenotonlyeconomicalinwordsbutalsosimpleinstructure，themajorityofwhicharepresentedinsimplesentence，andoftenappearinparallelform．Forinstance：(5)Likefather,likeson．(6)Likeauthor,likebook．(7)Easycome，easygo．(8)Neverjudgefromappearance置(9)Everycoinhastwosides．35 ,r-西大掌硕士掌位论文模因顺应视角下实用英魂n彦语模因的研究Inadditiontothesimplestructure，proverbsusuallyconsistofplainandcomprehensiblewordsinsteadofthosecomplexandobscureones，thus，proverbsaresuitabletovariousoccasions．Forinstance：(10)Actionsspeaklouderthanwordsonenergy(chron．corn,Feb7，2012)(11)PracticeMakesPerfectforJoseVillarreal(ussoccer．com，Nov18，2011)(12)Honestyisthebestpolicy(Timeslive．com,Jan15，2012)(13)Twoheadsarebetterthanone(NCAA．corn,Mar17，2012)Fromtheseexamples，itisseenthatproverbsmostlyconsistofplainandcommonwords，like“speak”，“make”，“is’’and‘‘are”intheexamples，therefore，itiseasyforpeopletounderstandthemeaningofproverbswithdifferenteducationalbackgrounds．Inshort，thesimplicityofproverbsinform,structureandwordsenablesthewidespreaduseofproverbsinvariouscontexts，theyconveylargequantityofinformationwiththeirsimpleformofexpression,andthusbecomeactivememes．4．1．2Noveltyalsofunctionsinthestageofassimilationwhichindicatesthatthemoretypicalandnovelamemeis，theeasierforittoinfectthehost．AccordingtOpeople’Scognitivefeature，newandunusualinformationcouldeasilyarousepeople’Sattention．Astoproverbs，someofthemarevividexpressionswithrhetoricaleffectswhichmaybringfeelingsoffreshnesstotheaudiences，ontheotherhand，theyaresometimeschangedeitherinformorcontentbyrhetoricaldevicestoadaptforthenewcontext,asaresult，theyappearinnewformswhichalsobringfeelingsoffreshnesstoaudiences．Forexample：(14)HomosexualMarriage：TheLastStraw(Catholicexchange．corn,Mar8,2012)(15)DavidBrin：RickSantorumisthelaststrawfo，．theGOP(RedGreen&Blue，Mar1，2012)(16)Exclusive：‘ThisisnotthelaststrawforThaidemocracy"-SuranandVejjajiva(asiancorrespondent．corn,Jul15，2011)Threeexamplesabovecontainthesameproverbmeme‘‘Thelaststrawbreaksthecamel’Sback”whichisottenabbreviatedto‘‘thelaststraw"’．Theproverbshowsthatsomethingisthelastinthelineofunacceptableoccurrencesandindicatesthatthereisalwaysalimitofendurance，however，theseconnotationsareembodiedinthevividexpression‘"the laststraw"’whichcouldeasilycatchtheeyesofpeopleandretainintheirmemory．Itisamoreeye—catchingexpressiontOconveytheinformationthatsomethingisthepointthatmakesthingsbeyondbearingthananybluntdescriptions．Ontheotherhand，somefamiliarproverbscanbetransmittedinsomenewandfreshformstoachievedifferentgoalsorcaterforvarioustastesoftheaudiences．Inmanycases，proverbsofthistypebecomestrongmemesthatareprevailingindailylife．Forinstance：(17)Abibleinthehandisworthtwointhebookcase．(18)AseatinacrowdedbusisworthtwoinaBemptyone．(19)Wherethere0awill,there0aninheritancetax．Thefwsttwoexamplesareimitatedfromawell．knownproverb二Abirdinthehandisworthtwointhebush”，thethirdoneisadaptedfromanotherone“Wherethere’Sawill，there’Saway"’．Byadoptinganalogyasrhetoricaltechnique，thesevariantsofproverbmemesappearasinterestingcatchphraseswhichareratherattractiveandimpressive，besides，theincongruitybetweentheoriginalmemeandmemevariantsmayarouseasenseofhumor，thisgivespeopleafleshfeeling．Indailylife，creativityisoftenbroughtintoplaytoproducesuchkindofvariantsofproverbmemes，whichcontributestothenoveltyofproverbmemes．4．1．3UtilityLanguageinformationwithgreatpracticalusewouldgainmoreopportunitiestobeimitated,replicatedandspread，thusbecomelanguagememes(Ran&Zhang，2007)．Intermsofsocialfunctions，languageisthemostimportantcommunicativedevice，andtheproductionoflinguisticinformationistomeettheneedofsocialcommunication．Generallyspeaking，newinformationmaybeapproved，acceptedandbecomesuniversalduetoitspracticalutility．Intheprocessofmemeselection，utilityplaysitsroleinthestageofretention，itmeansthattheusefulinformationwouldstaylongerinthememoryofthehost，andinconsequencetheygainmoreoppommitiestobespread．Amongalltheproperties，utilityisthemostprominentoneconcerningproverbmemes，sincetheyaregeneratedfromeverydaylifeexperiencesorreflectionsofthoughtsandideologies，whichmayserveasaguideinpeople’Sdailylife，includingspiritualguidance．Consequently，proverbmemesanditsvariantscanbefoundinallwalksoflife，suchasnews，speechandadvertisements．Forexamples：(20)Megathlin：Manproposes,Goddisposes(savannahnow，Jun21，2011)37 广西大掌硕士掌位论文模因顺应视角下实用英语谚语模因的研究(21)“Theearlybirdcatchestheworm”一Kaiserracesalongthefootof砌P‘"Kaisermountains”(starevents，Mar6,2012)(22)Betterlatethannever(Haaretz．corn,Jan24，2012)(23)Retirees：LookBeforeYouLeapIntoCommodities(morningstar，Mar2,2012)Theproverbmemesintheseexamplesconveyprofoundinformationwithwhichtheyperformtheirsocialfunctions．Tosomeextent，theseproverbsreflectcertainobjectivelawswhichareoriginatedfromsocialexperiencesofpeople，andinturntheyareemployedtoencourageorenlightenpeopleasinspirationsindailylife，andinconsequencepeopleareinfectedbyproverbmemes．Forthisreason,itisnodoubtthattheseproverbmemesareabletostayinpeople’Smemoryforalongperiod，andproverbmemeslike‘"Manproposes，Goddisposes”arefrequentlyusedasslogansandmottoesinvariousfields．4．1．4ConformityAccordingtoHeylighen(1998)，conformitymeansthatdifferentpeoplefromthesamegroupinclinetochoosethesamememe，whichfunctionsinthestageofretention．Inordertobeapprovedandaccepted，amemehastomeetthecommoninterestsorideasofthegroup．Bygrouppsychology，itisknownthatpeopleareinclinedtoselectthememethatisadoptedbythemajorityofthesamecommunity,sincepeopleareinneedofthesenseofbelonging．Asforproverbmemes，thosethatconformtothemoralidealsoradapttotheexpectationsofthepublicwouldbekeptinthememorylonger．Thepropertyofconformityisquiteoftenmanifestedinadvertisingslogans．Forinstance：(24)AllroadsleadtoCoca—Co励signs．(25)Alltrailsleadtoice—coldC-o肠一C：D肠．(26)Wherethere0Coca—colathere"shospitality．ThesetwoexamplesareadvertisingslogansofCoca—colaproductswhichareapparentlyadaptedfromtheproverb‘"AllroadsleadtoRome”．Theoriginalproverbmemetellspeoplethatagoalorconclusionmaybereachedbymanydifferentways．Sincepeoplehopethattheireffortsofthoughtwillconvergeinacommonplaceandfinallyrealizetheirgoals，thisproverbmemejustconformstotheexpectationofthecommonpeopleandthusbecomeastrongmemewithvariouscopies．Asproverbmemevariants，thetwoadvertisingslogansabovecatertoconsumerdemands，sincetheyconveysuchinformationthatcoca．colaisaccessibleno38 广西大掌硕士掌位谴?文模因．I啊应视角下实用英语谚语模因的研究matterwheretheconsumersareorwhichroadtheytake．Inthisway，thesetwoslogansconformtothedemandofconsumersandconsequentlyattractthemtopurchasetheproducts．Example(26)isalsoanadvertisingsloganofCoca-colaproductwhichisamemevariantoftheproverb“Wherethereisawill，thereisaway"’．TheadvertisingsloganpresentsCoca。cola’Sattitudetowardsconsumersandshowsitsgoodserviceawareness，whichconformstotheconsumptionconceptofpeoplebecausepeopleareinclinedtoenjoygoodservices．Therefore，advertisingslogansofthiskindareeasytodrawtheattentionofpeopleandberetainedinpeople’Smemory，andgetmorechancestobespreadSOastorealizethegoalofadvertisements．4．2TransmissionWaysofProverbMemesinLanguageUseAsstatedinChapterThree，memesrealizetheirexistencethroughreplicationandtransmission．Duringtheprocessofreplicationandtransmission，languagememeswouldadapttodifferentenvironments，andinthiswaymemevariantsormemeplexaregenerated．Somememesthatcarrythesameinformationcouldbetransmittedinvariousforms，whilesomewithdifferentinformationcouldbecopiedinthesameformsorstructures(He&Ran，2009)．AccordingtoHe(2009)，therearetwomeanstoreplicateandtransmitlanguagememes：replicationandanalogy,thelatterbeingamorecommonway．Inthefollowingpart，wearegoingtOexplorehowproverbmemesarereplicatedandtransmittedinlanguageuse．4．2．1RepetitionStimulatedbycorrespondingcontexts，somelanguagememeswhichfocusesonthecontentoftheinformationwouldbetransmittedthroughrepetitionwhichispresentedbytwomeans：directtransmissionandsynonym．Itshouldbenotedthatrepetitionofmemesisnotjustamererepeatsincetheinformationthatiscopiedmaygeneratenewmeaningsduetotheshiftofcontext．Usually,memesthataretransmittedbyrepetitionarecalledgenotypememes(He&Ran，2009)．Asapartoflanguagethatiscloselyinterrelatedwithourlife，proverbsarequiteoftendirectlyreplicated．39 广西大学司E-b掌位论文模因顺应视角下实用英胡H彦语模因的研究4．2．1．1DirectTl嚏nsmissionSometimes，informationaredirectlytransmittedwithoutchangingboththecontentandforminpropersituation．ThistypeofrepetitioniscompletelyfaithfultotheoriginalmemeswhichusuallyshowgreatvitalityinthecorrespondingenvironmentSOthatpeoplearelikelytofrequentlyencounterthem．Accordingly，peoplewouldbemoreeasilyinfectedbymemesofthiskindthatwouldprobablyretainlongerinthememory．Forproverbmemes，itisrathercommontobequotedstraightlyinmanyoccasions，likedailyspeech，literaryworksandnews．Forexample：(27)PracticeMakesPerfect(TheAmericanProspect,Dec22，2011)(28)NEVERSAYDIE(CNBC，Dec，2011)(29)LookBeforeYouLeap(scrumalliance．tom，Mar14，2012)Threeexamplesabovearenewsheadlinesfromdifferentnewsmedia，however，theyallpresentintheformofproverbs．Actually，duetothelimitofspace，joumalistsarefondofemployingproverbsthatareshortenoughtofitintoone-lineheadlinesoftheirnewsreportsorarticles，sinceproverbscansummarizethecontentofthenewsorarticleintosimpleandconciseutterances，someofwhichevenwithinterpretiveandemotionalizedimages．Thus，whenfacingwithsimilarcontexts，theseproverbmemeswouldreplicatethemselvesdirectly．Intheexamplesabove，therearejustproverbmemesinthesethreeheadlineswithoutanysubheadingsoradditionalexplanations，whicharethemosttypicalwayofdirecttransmission．However，headlinesofthiskindusuallydonotdealwiththespecifics，inthiscase，subheadingsareneededassupplementstoillustrateactualtopics．Forinstance：(30)K／／／／ngTwoBirdsltTthOneStone：TeaPartyCandidateSolvesSocialProblems,ShootsSe矿InFoot(TheChronicle，Mar17，2011)(31)Honestyisthebestpolicy：howtostopworryingandlearntolovesocialmedia(hrmagazine，Jan30，2012)Thesetwoheadlinesdonotcontainproverbmemesonly，withsubtitlesasillustrationstotheactualtopics．Inexample(30)，theproverbmeme‘‘killtwobirdswithonestone’’wellillustratestheinformationofthenewsthattwothingshappenatthesametime：theteapartycandidatesolvessocialproblemsandheshootshimselfinfoot．Whileinexample(31)，theproverbmeme‘‘honestyisthebestpolicy"’isusedtoconveytheinformationthathonestyisa 广西大掌司陆掌位论文模因顺应视角-F"实用英觎盹彦语模因的研究betterwaytochangetherelationshipbetweenemployerandemployeeintheareaofsocialmedia．Inthesetwoexamples，thecontextsofthenewsaresimilartotheoriginalcontextsthattheproverbmemesaregenerated，therefore，theyseizetheopportunitiestospreadthemselvesbythemeansofdirecttransmission．Inthisway，readerscouldgraspthemajorcontentsofthenewsjustbyreadingtheheadlinesataglance．Whilethereisanotherformofdirecttransmissionwhichisalsoquitecommoninnewsheadlines，forinstance：(32)Jointtennisfinalscankilltwobirdswithonestone(ESPN,Oct25，2011)(33)DoAllRoadsLeadtoRome?(GlobalVision，Jan19，2012)(34)HonestylstheBestTescoPolicy．Really．(TheSource，apt19，2011)(35)TwoHeadsNotAlwaysBetterThanOne(Psychcentral．corn,Mar7，2012)Intheseexamples，theproverbmemesareintegratedproperlywiththeheadlines．Comparedwithexample(30)and(31)，thisformofdirecttransmissionisverybriefandterse．Fromthetransmissionofproverbmemesinnewsheadlines，itcanbeseenthatdirecttransmissionisamorecommonformofrepetitionwhichwouldtakeadvantageofanysimilarcontextstospreadthemselves．4．2．1．2SynonymAnotherformofmemerepetitioniSthetransmissionofthesamecontentindifferentforms．Thiscouldbefoundfromthesituationthattherearedifferentwaystoexpressthesameinformationindifferentperiodsordifferentplaces，sincetheinformationneedssomechangesinordertofitinwiththenewcontext．Thisisaverticalmodeoftransmissionbywhichtheformoftheinformationvarieswhichmaybequitedifferentfromtheoriginalone．However，nomatterwhatformstheseproverbmemesare，theycouldbespreadthroughmemerepetitionaslongastheycarrythesameinformation．Forexample：(36)Alemonadaykeepsthecanceraway(tucsoncitizen．com,Feb14，2012)(37)Threeeggsadaykeepthedoctoraway(chriskresser．corn，May23，2008)(38)AnOrangeaDayKeepsStrokeAway(medpagetoday．corn,Feb23，2012)(39)ABananaaDayKeepstheDoctorAway(medicinefoodnews．com,Jan，2001)(40)Aherbadaykeepsdoctorsaway(tibet．cn，Aug25，2011)41 广西大掌硕士掌位论文模因J坝应视角下实用英魂盹彦语模因的研究Obviously，thefiveexamplesabovearegenotypememesofthesameproverb“Anappleadaykeepsthedoctoraway"’whichmeansthatifapersoneatsanappleeverydayhewillke印healthyandbefleefromanyillness，andthusdoesnotneedadoctor．Itisnodoubtthatapplescontainnutrientsthatareessentialandhelpfultoourheakh，thatiswhytheproverbiscreated。However，withthedevelopmentofscientificresearches，scientistsfmdoutthatmanyotherfruitscouldalsoprovidenutritionforourbody．Therefore，theproverb“anappleadaykeepsthedoctoraway"’istransmittedindifferentformswiththesameinformationthateatingfi"uitswillke印heaRhy，justas(36)，(37)，(38)and(39)show．Thememevariantinexample(40)isaheadlineofapieceofnewsfromwhichreadersareinformedthatTibetanpeopleacceptandusemedicinalherbsasmedicineforstayinghealthyandtreatingillness．Nomatterhowdifferenttheformsare，theoriginalproverbmemeandthesefivememevariantsallexpressthesamecoreinformation，thatis，eatingsomethingisgoodfortheheakh．(41)Hearing西believing(smh．com,Mar2，2012)(42)Tastingisbelieving(odewire，Jan21，2007)(43)ReadingisBelieving(UotTMagazine，Jan24，2012)Theseexamplesarememevariantsoftheproverbmeme‘‘seeingisbelieving’’whichmeansthatonehastoseesomethingbeforeheorshecanbelieveithappensorexists．Intheexamplesabove，“seeing’’isreplacedby“hearing”，‘"tasting’’and‘"reading”，butactuallytheyallreflecttheinformationthatpersonalexperienceisthemostreliableevidence．(44)AFilm0BeautyisintheEyeoftheCinematographer(Popmatters，Sep20，2011)Thisexampleisapparentlyadaptedfromtheproverbmeme‘‘Beautyisintheeyeofthebeholder"’whichconveysthemeaningthataperson’Sjudgmentisaffectedbyloveorinfatuation，itCanbeseenthatthecoremeaningofexample(44)isjustthesamewiththeoriginalproverbmeme．AccordingtOtheanalysis，itisseenthatsometimesproverbmemescouldbetransmittedinadifferentformwithoutthechangingofthecoremeaning．4．2．2AnalogyComparewithrepetition,analogyismorecommonlyusedasoneofthewaystotransmitandreplicatememes．Memesthataretransmittedbythiswayarecalledmemeticphenotypeswhichrefertovariouscontentswiththesameorsimilarstructure．Accordingto42 广西大掌硕士学位论文模因J顷应视角下实用英稍n彦语模因的研究He&Ran(2009)，manymemevariantsormemeplexesarecreatedandtransmittedbyanalogywhichcouldbedividedintoanalogyofthesamesoundandanalogyofthesamestructure．Forproverbmemes，transmissionwayofthiskindmayinjectnewvitalityintotheirlife．Itiseasytofendsuchkindofproverbmemesinthemedia,suchasnewspaperorInternet，usuallytheypresentintheformofnewsheadlinesoradvertisingslogans，withthelattertobeamoreprevalentforill．4．2．2．1AnalogyoftheSameSoundByselectingandadjustingspeechsound，analogycouldgeneratenewmemevariants．Usually,memesofthiskindarecreatedaccordingtothecurrentneedswhichwouldnotbeacurrencyforlong．However，analogyofthesoundisoneofthemajorwaystotransmitmemes，astoproverbmemes，theyarefrequentlyemployedinthemassivemedia．Forinstance：(45)Beauty西intheeyeofthebeerholder(BBCnews，Aug18，2002)(46)Thirstcome-thirstserved(Coca—CO蛐(47)Tastemakeswaist．(GarfieldandFriends，$5E6，1992)(48)／ttakestwotomango(vueweekly．corn,Apt20，2005)(49)SouthChinaSea：Ittakestwototang／e(philstar．corn,Oct14，2011)Example(45)isamemeticphenotypeof“beautyisintheeyeofthebeholder”，whichmakesanassociationbetween“beholder’’and“beerholder"’thataresimilarinpronunciation．Byanalogywiththeoriginalmemeinsound，BBCnewsusethismemevarianttovividlydeclareanewscientificdiscoverythatmenandwomenwhohavedrunkamoderateamountofalcoholfindthefacesoftheoppositesex25％moreattractivethantheirsobercounterparts．Withtheproverbmemevariant，thediscoveryissummeduppreciselyandvividly，furthermore，thememevariantconveysakindofhumoroussenseandmakesthememeaneye-catchingheadlinewhichmayattractreaderstogointothedetailofthenews．Example(46)isanadvertisingsloganofCoca-colaCompany，whichisadaptedfromtheproverbmeme“fh"stcome．In"stserved"’bymakingansoundassociationbetweentheword‘‘first’’and‘"thirst”．Sincecoca-colacompanysellsproductsofdrinks．theword‘"thirst”faswellinthissloganwhichsatisfiestheneedofconsumers，besides，asamemeticphenotypeofawell-knownproverbmeme，itiseasytObenoticedandrememberedbyaudiences．43 广西大掌司旺b学位论文模因顺应视角下实用英语谚荫H箕因的研究Consequently,thesloganachievessuccessfullythepurposeofadvertisement．Example(47)isalinetakenfromanAmericancartoonsitcomGarfieldandFriends，whichimitatesproverbmeme‘"hastemakeswaste’’inpronunciationtoexpressesthateatingtoomuchwillmakebigwaist．Byanalogywithproverbmeme，thisfunnylinehasbecomeacatchphrasethatiswidelyspread．(48)and(49)arebothmemevariantsthatareadaptedfromthesameproverbmeme‘"Ittakestwototango”，theymakeuseofthepronunciationof‘"tango’’tobecomememevariantswhicharewellfitintothenewcontexts．Inshort，manyproverbmemevariantsmaybegeneratedbyanalogyofthesound，andusuallytheyareeasilyperceived，acceptedandthentransmitted．Sincemostofthemarecreatedfortheadaptationofcurrentcontexts，usuallytheyaretransmittedinahighfrequencyinacertainperiodoftimeand，afterthat，theywillbecomerelativeweakmemes．However，itisstillverycommontotransmitproverbmemesbyanalogyofthesound．4．2．2．2AnalogyoftheSameStructureAsisdiscussedinChapterThree，analogyofthesamestructurereferstotheimitationoftheknownlanguagestructuresfromwhichmemevariantswithnewcontentsaregenerated(He&Ran，2005)．Inthistypeofanalogy，pragmaticeffectsandrhetoricalfeaturesarefoundinthestructuresoftheoriginalmemeswhichmostlyarefamoussayingsthatareeasilyimitatedandtransmitted．Besides，thesememescouldalwaystouchthedeepfeelingsoftheheart，orpromptpeopletodeepthought，theyareeitherthought-provokingorfunnythatleavepeopleadeepimpression(He&Ran,2005)．Astoproverbmemes，itiscommontofmdthattheirstructuresarecopiedtoexpressdifferentinformation，andmemevariantswithnewcontentsaregeneratedbythismeans．Thiswayoftransmissionisespeciallywidelyusedinmassiverepor【，suchasadvertisingandnewsmedia．Forinstance：(50)No冠nocomment(FinancialTimes)(51)Tide0in,dirt0out．(Tide)(52)AMarsadayhe枷youwork,restandplay．(Mars)(53)Wherethere0lifethere0Bud(BudweiserBeer)(54)Wherethereisaway,thereis口Toyota．(Toyota)Theabovearealladvertisingofsomewell—knownbrands，whichimitatefromproverbs 广西大掌硕士掌位论文模因顺应视角下实用英韶n彦语模因的研究instructure．Withthefamiliarstructures，theseadvertisementsexpresscontentsandinformationthataretotallydifferentfromtheoriginalproverbmemes．(50)，asloganforFinancialTimes，iscopiedfromproverbmeme“nopaill，nogain"’．While(51)isobviouslyadaptedfrom‘"Alein，truthout”，itvividlyshowstheeffectsofthewashingpowder．ItiseasytofigureOUtthestructureofexample(52)isimitatedfrom“Anappleadaykeepsthedoctoraway"’，Marscompanyproduceschocolatecandies，thusitemphasizestheenergyoftheirproductscouldbringtopeopleonwork．(53)and(54)areapparentlycreatedbyanalogywiththeproverbmeme“Wherethereiswill，thereisaway"’．Byanalogywithproverbmemesinstructure，thesesloganscouldeasilyattracttheattentionfromtheaudiencesandberetainedinthememory,inthisway,theadvertisementsachievetheirpurposes．(55)WhereTherelsZife,TherelsHope(Intervene，Mar18，2011)(56)Wherethere括forest,thereisl／re(namibian,May19，2011)(57)StaplesSurveyReveals：AShredaDayKeepstheStressAway(reUters．corn,Feb1l，2009)(58)IfBollywoodcomes,canHollywoodbeforbehind?(TheTimesofIndia,Sep5,2004)(59)IfSpringtimecomescansnakesbebehind?(uga．edu，Mar30，2008)(60)ffRabbleComescanRousersbeFarBehind?(1angaugelog，Jan3，2009)Peoplearefondofemployingthestructuresofproverbmemestoexpresstheiropinionsinnewsreportsorarticles，sinceproverbmemevariantswhicharecreatedbyanalogyofthesamestructureareSOcondensedthattheyhitthenailonthehead．Therefore，proverbmemevariantsmeetthedemandsofnewsmedia，thisis，tobepreciseandeye—catching．Example(55)expressesapositiveattitudetowardslife，whileexample(56)appealstothepublictoprotectforest．Example(57)，anothermemevariantof‘"Anappleadaykeepsthedoctoraway”，isadoptedtoshowthefindingofthestudythatthesimpleactofshreddingcouldreducethestress．Thelastthreeexamplesareimkatedfromaproverbmemethatpeoplecouldbeheardfrequentlyindailylife，itis“Ifwintercomes，canspringbefarbehindT’whichisutteredbythegreatpoetShelley．4．3SummaryInthischapter，thepropertiesofproverbmemesarediscussedonthebasisof45 广西大学硕士学位论文模因顺应视角下实用英语谚语模因的研究Heylighen’Sselect!oncritieria，namely,simplicity，novelty,utilityandconformity．Withtheseproperties，proverbscouldbereplicatedandtransmittedsuccessfullyandthusbecomestrongmemes．However，itdoesnotmeanthateveryproverbhastofitinallthosefourpropertiestobecomesuccessfulmemes．Aproverbcouldbeamemewithoneofthesecriteria,andthemorecriteriaitmeetsthemoresuccessfulitWOUldbe．Withlargequantitiesofexamples，thesecondsectionofthischaptercarriesoutananalysisaboutthewaystoreplicateandtransmitproverbmemesfromtwoaspects：repetitionandanalogy．Throughthissection,itcanbeseenthatproverbmemesandthememevariantsarepervasiveinourlife，itisdifficulttoavoidencounteringorusingthem．Inthissense．itisnecessarytoknowhowproverbmemesacttheirrolestobetransmittedintheprocessoflanguageusewhichwillbeexploredinthenextchapter． 广西大学硕士学位论文模因顺应视角--ir实用英语谚语模因的研究Chapter5TheProcessofAdaptationforProverbMemesinLanguageUseAmongallthefactorsofadaptation，cognition,emotionandculturearethreeprominentfactorsthatexertgreatinfluencesonthesurvivalandreplicationofmemes．Basedonthetheoreticalfi"ameworksetupintheChapterThree，thissectionwillanalyzeproverbmemesfromperspectiveofthesethreefactorsrespectively．Proverbmemesemployedasexamplesinthissectionaremostlyusedwithhighfrequencyindailylife，whicharemorepopularthanotherproverbs(Mieder，2004)．5．1AdaptingtoCognitiveFactorMemesaretransmittedbyimitationwhichisactuallyonestyleofcognkionforhumanbeings，inthissense，thetransmissionofmemesisquiteinfluencedbycognitivestyleandcompetence．JustasBlackmore(1999：15)pointsoutthatthepropertiesofpeople’Scognitivesystemdeterminewhichmemescouldberecognized：ontheonehand，theworkingmechanismofattentionmakessomememesnoticeable；ontheotherhand，thenatureofpeople’Smemoryenablescertainmemestoberetainedinpeople’Smind．Consequently，itissignificanttograspsomeprinciplesoftheworkingmechanismofattentionandmemory,onlyinthiswaycanmemeswelladapttothecognitivesystemandbesuccessfullyreplicatedandtransmitted．Inthispart，thecognitivefactorswillbeexploredfromtwoaspects：limitationofpeople’Sworkingmemoryandwaysofperceivingandunderstanding．5．1．1LimitationofPeople’SWorkingMemory‘‘Workingmemoryhasbeendefinedasthesystemwhichactivelyholdsinformationinthemindtodoverbalandnonverbaltaskssuchasreasoningandcomprehension，andtomakeitavailableforfurtherinformationprocessing”(wikipedia,par．1)．Accordingtothesecondstageofmemereplication，informationhastoretaininthehost’Smemoryforaperiodoftimetobecomeameme．However,theamountofinformationthatthebraincouldprocessandspreadislimited，thus，onlytheinformationperceivedbyinstantmemorycouldbeaccepted，codedandsotredwithinacertaintime．PsychologistMiller(1956)suggeststhatseven(plusorminustwo)istheamountofinformationthatpeople’S47 short4crmmemorysystemcouldprocess，therefore，peopletendtoremembershortandconclsememes·Mostoftheproverbmemesarejustsimpleandplaininpronunciation．andtersemstructure·Ashortandconciseproverbmemeislesslikelytochangeinformandwillperformwellinkeepingfidelity,besides，duetotheplainlanguage，itiseasyformemesofthiskindtoraisecopying·fecundity．Forexample：(61)BetterlatethanneverforMrHester?(TheEconomist，Jan30，2012)(62)AmazonKindlesjEasyCome,EasyGo(nytimes．conl，Jan6，20121(63)EnoughlsEnough(Time，Oct31，2011)Ihreegwenexamplesareallnewsheadlinesthatincludeproverbmemes．Thenewsof(61)reportsthatBritain’sRoyalBankofScotland’sCEOStephenHesterhadiust锄ouIlcedthathewouldnottakeabonusworthjustunder￡lm，andcustomerSofthebankarenotpleasedwiththat．Theheadlineemploysthecustomers’hopethatMrHesterwouldproverbmeme“betterlatethannever”toexpresschangethedecision．Whileexample(62)comes杼omareporttellingreadersthatconsumersnotonlycouldorderanewKindleF№(panelcomputer)onAmazonbutalsohaveaconvenientwaytodealwiththeoldkindle．thatis．se儿ingitbacktoAmazonforrealmoney,whichisaserviceconveniem南rthecustomers．1nepmVerbmeme“easycome，easygo”in(62)isactuallyamemeticphenotypeoftheoriginalmeme，smceitscomemhasbeendifferentfromthatoftheoriginalone．However．itlsemployedin(62)tobrieflysummarizecertainquantityofinformation．EXample(63)iustusesthethree’wordproverbmeme“enoughisenough’’toexpressthereporter’sdiscontentaboutthegovernment’sattitudetowardhealthcarereform,shortandsimpleasitis．itdoesexpressquitealargeamoumofinformation．Simpleastheyareforproverbmemesintheseexamples，theyarebriefandforeefIllenou曲tomakethereadersunderstandthecontentofthenews，furthermore，shortproverbmeruessavethespaceoftheheadlineandmaymoreeasilyattractreaders’attentionandmaketheheadlinemorereadable．5．1·2People’sWayofPerceivingandUnderstandingAccord岖tothefour-stagememereplication，amemehastobeperceivedandacceptedbeforeitisassimilated．Bee：anseofdifferencesinlifeexperienceandeducationalback铲oullds，peoPleactdifferentlyinrespondingtosensitivitiesandthusthecognitivestylesareabit 广西大掌硕士学位论文模因顺应视角下实用英语谚语模因的研究different．Inspiteofthis，thereisstillsomethingincommonforpeopletoperceiveandunderstandameme．Generallyspeaking，peopleinclinetonoticethosememesthatarespecialinforms，eithernovelorrhetorical．Inotherwords，thoseproverbmemesthatarestronginformwouldhaveadvantagesoverothersindrawingpeople’Sattention．‘"Fromthememe’seyeview，variousrhetoricaldevicesarejustdifferent‘strongmemesofform’sincetheyhavebeenwidelyusedforagesasefficientwaystodeliverideas”(Zhuang，2005：40)．Forthisreason，proverbmemesshouldadapttopeople’Swayofperceivingandunderstandingwiththehelpofrhetoricaldevicesintheprocessoflanguageuse，suchasparallellisrn,rhyme，personificationandpun．ParallelismQuiteanumberofproverbsarecreatedintheformofparallelstructures，withthebalanceofverbforverb，nounfornoun．Regularly，suchkindofbalancedstructuresaremorelikelytodrawpeople’Sattentionandarealsoeasilymemorized．Forexample：(64)T／de0in,dirt"sout(Tide)(65)Th／rstcome,thirstserved(Coca-cola)(66)Different砌眙扣，．differentfolks(VolksCar)Allthreeexamplesareadvertisingslogansforsomefamousbrands，whichrespectivelyimitatefromwell-knownproverbmemesinstructure．Byanalogyofthestructures，example(64)iscopiedfromtheproverb“alein,witout”，while(65)isadaptedfrom“firstcome，firstserved”and(66)isthememeticphenotypeofproverb“differentstrokesfordifferentfolks”．Theymakegooduseofthebalancedstructuresoftheiroriginalmemestocatchtheeyeoftheaudiences．Inthisway,theyachievethepurposeofpropagatingtheirproducts，andfinallythefunctionoftheseadvertisingslogansarerealized．(67)ToErrlsHuman,toForgiveDivine(ABCnews．corn,Jan9，2010)(68)Outofsight,outofmind(cancercampaigns，Mar9，2010)(69)Morehaste,lessspeed(Chinadaily．corn，Aprl，2011)(70)Likefather,likeS01，i(nytimes．corn,Apr9，2011)Theexamplesgivenaboveemployproverbmemeswithparallelstructuresasheadlines．Actually，parallelismisregularlyemployedinthelistingoffactsandevents，whichcanaddclarityandcoherencetoinformationthatisdiscussed(Feng，2005)．(67)justconciselyand49 广西大掌硕士学位论文模因顺应视角下实用英语谚语模因的研究preciselysumsuptheeventthatAmericanPresidentObamaforgivesHarryReidwhomakeshisracistremarks．(68)servesasasloganofacampaignfortobaccocontrol，itisbriefbutpowerfulwiththeparallelstructure．(69)expressesChina’Sattitudetowardstheglobalmonetaryreform,and(70)isthetitleofafamilystoryaboutasoldiernamedJohnWilliamFenton．Byproverbmemeswithparallelstructures，theseheadlinescouldclearlyandeffectivelysummarizethecontentsofthenews．Fromtheseexamples，itcanbefiguredoutthatcoherencefeaturesparallelismprominently，andthiswillhelpreaderstomemorizetheproverbmemes．RhymeAyling(1998)proposedthat“mnemonicrecalltrigger”couldhelptocreatememorablememes，andrhymeiscountedasoneeffectivewayofmnemonic．Rhymereferstothecorrespondenceinthesounds，includingalliterationandendrhyme．Rhymemakesmemesmorememorablesincesimilarsoundscouldeffectivelycueoneanotherinpeople’Smind(Zhuang，2005)．Rhymedwithidenticalsound，aproverbmemeismorereadable，besides，withoutothercomplexsyllables，itwillberetainedmoreeasily．Thatiswhyalargeamountofproverbswhichareprevalentindailylifearerhymed．Forexample：(71)Hockeymarathon：Nopain,nogain(calgarysun．corn,Mar17，2011)(72)AFriendinNeedlsaFriendlndeed(china-embassy，May23，2008)(73)Eastorwest,homeisbest!(EMOsociety，Mar7，2012)Theseexamplesarerhymed，andtheyarepleasantforpeopletoreadorhear．Withthispowerfulmnemonicdevice，thememorizationofproverbmemesofthiskindisfacilitated．Usually,proverbmemeslike(71)，(72)and(73)arefrequentlyemployedindailyspeechormassmedia．Duetothesimilarityinsound，rhymedproverbmemesaresuitableforreadingandthusmorelikelytOretaininpeople’Smemory．Personificationreferstooneoftherhetoricaldevicesthatendowsanimalsorabstractobjectswithhumanattributesorlifeform(Feng，2005：190)．Itisrathercommontofendproverbmemesthatareexpressedbypersonificationwhichissimpleenoughandmakesproverbmemesvividandeasiertounderstand．Forexample：50 广西大掌硕士学位论文模因J啊[应视角下实用英语谚语模因的研究(74)Truthisthedaughteroftime．(75)Procrastinationisthethiefoftime．(76)Badnewshaswings．Withpersonification,theseproverbmemesareeasytounderstandandwouldleavedeepimpressiontopeople．“Truth"’ispersonifiedas“daughteroftime’’while‘"procrastination"’as‘"thiefoftime”．‘"wings”aresupposedtobefoundinanimals，butin(76)theyaregivento“badnews”．Itisknownthat‘"truth"’．‘"procrastination"’and“badnews"’areallabstractconcepts，however，theybecomeconcretewiththehelpofpersonification．Inthisway，visualimagesseemtopresentinfrontoftheaudiences，anditiseasytounderstandthemeaningoftheseproverbmemes．Besides，strongmemesareoftenconcrete．Consequently,proverbmemesofthistypearememorable．Punisafigureofspeechthatmakesuseoftheformandmultiplemeaningsofwordstoachievecertainhumorouseffects．Itisrathercommontofindproverbmemesusedasadvertisingslogansbytheuseofpun．Forinstance：(77)Alliswellthatendswell．(cigarette)(78)Thereasoneveryonelookstwice6咖陀crossingthestreet⋯(JaguarXK8car)(79)Anappleadaykeepsthedoctoraway．(ca-beauty．corn,Oct22，2011)Theoriginalmeaningof‘‘alliswellthatendswell’’isthatfearandanxietieswillbeforgottenifone’Saimisreached，however,example(77)isanadvertisingforcigarettes，‘"ends’’isnolongeraverbbutreferstothecigaretteend．Bytheuseofpun,theadvertisingforcigaretteishumorousandwitty，andwouldsuccessfullypersuadepeopletobuytheproduct．(78)adaptsproverbmeme“looktwicebeforeyouleap”into“looktwicebeforecrossingthestreet”，however，theconnotationsof‘‘100ktwice”aredifferentfromeachother．Intheoriginalproverbmeme，“looktwice”meanstothinkconsiderably，whileinexample(78)itmeansliterallythatpeoplewouldbeattractedbythecal"JaguarXK8andcannotkeepeyesfromit．Whilethemeaningof(79)，headlineofareport，istotallydifferentfromitsoriginalmeme．Here，‘"apple”isactuallyreferstoproductofApplecompany，and‘"doctor"’referstoadoctor’Sdegree．Infact，withthishumoroussentence，(79)tellspeopledonotspendtoomuchtimeplayingelectronicproducts，otherwisesomethingmoreimportantmaylose． 广西大．学硕士掌位论文模因顺应视角下实用英语谚-}14aJl,因的研究Fromtheanalysisabove，itcanbesummarizedthatproverbmemeshavetoadapttopeople’Swayofperceivingandunderstandingforthepurposeoftransmission，figureofspeechareeffectivewaystoachievethisaim．5．2AdaptingtoEmotiveFactorEmotionistheimpetusoflanguagememes，thusstrongmemesarethosethatcouldactivatefeelingbuttonsappropriately(Alying，1998)．AsisdiscussedinChapterThree，itisknownthatMaslowclassifiedhumanneedsintofivelevels，namely，physiologicalneeds，safety,belonging，esteemandself-actualization，withphysiologicalneedstobethemostbasicneedandself-actualizationthehighestpursue．BasedonMaslow’Shierarchyofneeds，Brodie(1996)dividespeople’Semotionalneedsintotwolevels：theprimary—orderfeelingbuttonswhichincludesfood，dangerandsex,andthesecond-orderfeelingbuttonswhichincludesbelongings，caring，approval．Someproverbsareoriginallycreatedtoexpressfeelingsofpeople，thusthereareproverbmemesofthiskindthatcoulddirectlytouchtheheartofpeoplewhichareusedl昏equentlytoconveyemotionalfeelingsindailylife．Forexample：(80)WillAnAppleADayKeepTheDoctorAway?(squidoo．corn,Febll，2012)(81)TheFirstWealthisHealth．(huffingtonpost．corn,Apr8，2011)(82)Loveseesnocolors．(1ivejournal．com，Aug2，2005)(83)Nigeria：There括NoPlaceLikeHome．(allafi"ica．corn，May26，2008)(84)Thepremier"sencouragementtoGalanz：ifWintercomes,canSpringbefarbehind?(galanz．tom,Nov26，2006)Tokeepheakhyisalwaysthewishofeveryone，becauseitistheverybasicpursuitofpeople．Thus，theideaof‘"pursuingforhealth’’becomesquiteastrongmemeinpeople’Smind．Example(80)justtakesadvantageofthestrongproverbmeme“anappleadaykeepsthedoctoraway"’asheadlineofamediareport．Soisthecasewithexample(81)whichshowsthevalueofhealth，viewinghealthaskindofwealth．(82)isderived丘Dm“loveseesnofaults”，whichmeansthatloveisblindanditwillembraceanyonenomatterwhatcolorofyoursk证is，peoplewouldbeeasilymovedbythisproverbmemevariant．Example(83)，titleofastoryaboutaNigerianlefthiscountryforUecansimplytouchthedeepfeelingofreaders，sinceeveryonehasaspeciallovetowardshome，aplacethatgivespeoplesenseofbelongingsafety52 广西大学硕士学位论文模因顺应视角--1r实用英语谚语模因的研究andsecurity．Peoplealsoneedcaringandencouragementfromothers，justas(84)shows，whenPremierWenvisitedenterpriseGalanz，heemployedafamousproverbtoencourageGalanz“IfWintercomes，canSpringbefarbehind?"’whichisasuccessfulproverbmemebyadaptingtopeople’Sneedforcaring．Ontheotherhand，proverbmemesarefrequentlyusedinadvertisingorotherkindsofslogansintheformofmemeticphenotype．Forinstance：(85)Workingsafelyeachdaywill拓印thedoctoraway．(safetyslogan)(86)Acarrotadaymay妇印canceraway．(sky．corn,Feb9，2009)Theabovethreeareallslogansderivedfromthesanleproverbmeme‘‘anappleadaykeepsthedoctoraway"’，appearingfirstandforemostnovel，eye-catchingandmemorableslogans．AccordingtoMaslow’Stheoryofneeds，weknowthattheneedforsafetyisthenexttothemostbasicphysiologicalneeds，(85)adaptstotheneedforsafetybymakinggooduseofthestructureofwell—knownproverbmeme．Example(86)showsthatcarrotmaypreventpeoplefromcancer，whichadaptstopeople’Spursuitofhealth．(87)Eastorwest,Hondaisbest．(Honda)(88)Eastorwest,Guilin0sceneryistheBest．(chinadaily．corn,July23，2010)(89)Eastorwest,softisbest(globaltimes，Mar8，2011)(90)Homeiswherethecomputeris．(globaltimes．com,Nov22，2009)(91)Homeis触纱wheretheheartis(chinadaily．corn,Oct10，2010)(92)HomeisWheretheMoneyIs：5MostProfitableHome-BasedBusinesses(ezinearticles．corn,April18，2006)Associalbeings，humanattachgreatimportanceonhomewhichisconsideredassocialunit，itisnotjustashelterforpeoplebutalsoanharborthatprotectspeoplefrominsecurity,andadwellingplacewherebelovedfamiliesandrelativeslive．Forthisreason，peoplehavespecialfeelingstowards‘"home”，proverbmemesthatrelatedtothisconceptcouldeasilyarousepeople’Sattentionandtouchtheirdeepfeelingintheheart．(87)，(88)and(89)arederivedfrom“eastorwest，homeisbe《’，whilethelastthreeexamplesarecopiedfrom“homeiswheretheheartis”．(87)isanadvertisingforHondaCar,withthestructureofthefamiliarproverbmeme，itislikelytobenoticedeasily．Furthermore，audiencesmaybringtomindtheoriginalproverbmemeandHondaCarmaybeimaginedasaplacelikehome．Inthisway,(87)notonlyattractpeople’Sattentionbutalsotouchtheemotivebuttonofthe53 audiencestoaccomplishthepurposeoftheadvertising．Theotherfiveexamplesareheadlinesfromdifferentnewsreports，theytendtorealizeemotionalappealsbyadoptingproverbmemesabouthome．5．3AdaptingtoCulturalFactorCuh啪isdefinedbyDodd(2006：36)as‘"theholisticinterrelationshipofagroup’sidentity,beliefs，values，activities，rules，customs，communicationpattems，andinstitutions”·While丘ommeme，sviewpoint，cultureistheassemblyofvariouskindsofmemesandmemeplexesthatareacceptedbythemajorityofpeopleplackmore，1999)．Inthissense，almosteveryculturalfactorcanbecountedasameme，suchasconcepts，traditions，songs，language，religions，etc．Forthepurposeofbeingemployed，amemeshouldadaptitselftothelivingenvironmentand础esitselffainwiththepre．existingmemes，otherwise，thememewouldbeexcluded丘0mtheenvironment03lackmore，1999)．Forproverbmemesinlanguageuse，theyaresuCCessfullyt啪smittedduetotheiradaptationtoculturalfactors．Inthissection，theculturaladaptationofproverbmemeswillbeexploredfromthreeaspects：valueorientation,nationaIcuhureandreligionwhichareconsideredasstrongculturalmemes(Zhuang，2005)．5．3．1Value0dentationValuereferstothemutualideasthatareacceptedbyindividualorgroup，whichproducesi11日uenceonpeopie，sbehavior，wayofthinking，moralstandard，etc．AsstatedbyDawkins(1976)andBlackmore(1999)，ideasaretypicalexamplesofmemes，inthiscase，valuesareactuallyinternalizedstrongmemes．Asfarasproverbmemesareconcerned，someofthemareDassedon6．omoneindividualtoanotherandpasseddownfromonegenerationtothenextbyadaptingtovalueorientations．InthelivingenvironmentofEnglishproverbmemes，therearesomedorainantvalueorientations，suchasindividualism，timesenseandideaoforiginalsin，etc．Forexample：(93)TimeandtidewaitforHOman(obj．corn,June29，2011)(94)Time西money,professorproves(CNN．com,May29，2002)Timeismorevanedbywesterners，especiallyAmericanpeople，tOthem,‘"timeISmonev，，．Americanpeopleorganizetheirsocialandcommerciallifeaccord吨tOtheir54 广西大掌硕士学位论文模因顺应视角下实用英语谚语模因的研究schedulestrictly，itisworthnotedthat‘"time’’istheonlythingthatiscomparablewith“money"’intheeyeofmostAmericans(Jia,2009：74)，andithasbecomeamemerootedinpeople’Smind．Forthisreason，(93)and(94)realizesuccessfultransmissionbyadapt吨tOtimeorientationofwesterners．(95)Moneytalks．(96)Moneyispower．(97)Moneygoverntheworld．(98)Nomoney,nohoney．WesternersaleextrovertsthattheyworkenergeticallywiththepursuitofhighefficiencyinordertOimprovesocialstatus，andinconsequencetheygainmoneyandreputation．Moneyrepresentstheirachievementsinmaterialaswellasinspirit．Thatiswhyquiteanumberofproverbmemesaboutmoneyareusedfarandwide．Thewordsincludedintheaboveexamples‘"talks”，‘"power"’，‘"govern"’welldemonstratethewesternpeople’Sconceptionofmoney，theybecomecommonproverbmemesaccordingly．5．3．2NationalPsychology‘"Nationalpsychologyreferstothedistinctivepsychologicalmake．upofparticularnations，ethnicgroupsorpeople”(Wikipedia，par1)．Differentnationsmaythinkdifferentlyofthesameissueorobject，whichcouldbereflectedbylanguagechoice．Inwesternculture，theimportanceandrolesofanimalsarehighlyvalued(Dodd,2006)，suchasdogs，bird，etc．whichalestrongculturalmemethatcanbefoundinquitemanyEnglishproverbs．Besides，westernersplacegreatemphasisontheirpersonallife，SOitisveryCOITllTIOnforthemtoseekforcomfortandfun．AstoEnglishproverbmemes，therearequitemanyofthemcontainanimalwords，thisindicatesthatwesternersdohaveanintimaterelationshipwithanimals．Theanimalwordsinproverbmemesarenotonlyimagesofanimals，theyalsorepresentculturaldenotations．Duetodifferenceingeographicalpositionsandcustoms，people’Saestheticattitudevariestowardsthesameanimalword．Forinstance：(99)Everydogisalionathome．(100)Everydoghasitsday．(101)Loveme,lovemydog．55 广西大掌司旺b学位论文模因顺应视角下实用英语谚语模因的研究InChinese，theword‘"dog(gou)’’isusuallyemployednegativelywhileitisnotthesituationinEnglishproverbmemes．Justastheexamplesshow，Englishpeopletakedogsasgoodfriendsandexpresstheirlovetodogsbyusingtheword‘"dog’’inexpressionslikeproverbs．Therefirequitemanyanimalwordsinproverbmemes，however，someanimalwordsareinthefavorbypeoplewithincertainculturalcommunity,andarenotinanothercommunity．(102)AllworkandnOplaymakesadullstay(YorkHotel)(103)AMarsadayhelpsyouwork,restandplay．(Mars)Example(102)isanadvertisingforahotelinSingapore，whichisderivedfromtheproverb“allworkandnoplaymakesJackadullboy"’．Theadvertisingsloganwelladaptitselftothenationalpsychologyofwesterners，especiallyNorthAmericanswhoinsistonseparationbetweenworkandplay，becausetheytakeworkseriouslywhichdemandsdiligenceandconcentrationwhileplayisconsideredfrivolous，combiningworkandplayisunreasonabletothem．Forthisreason，theproverbmeme“allworkandnoplaymakesJackadullboy"’isstronglyrootedintheirmind．(102)takesadvantageofitsoriginalmemetoattractpeopletogooutoftheirhotelroomandmakeuseofthefacilitiesinthehotelforfunandrelax．While(103)isanadvertisingaboutchocolateproduct，whichiscreatedbyanalogyofthestructureofproverb“anappleadaykeepsthedoctoraway"’．TheadvertisingsloganconveystheinformationthatMarschocolateCangiveyouenergynomatteryouareatworkorinarest，whichtakesadvantageoftheideathatpeopleliketoseparateworkfromplay．Inthisway,theadvertisingsatisfiespeople’Spsychology．5．3．3Religionisconsideredasastrongbeliefinasupernaturalpowerthatcontrolhumandestiny，whichispassedonintheformofideas，wayofbehavior，ere．AsstatedbyBlackmore(1999：6)，religionisatypicalmanifestationofmemes，whichachievesitssuccessbypresentingintheformofmemeplex．IthasbeenmentionedinChapterThreethatmemeplexreferstoagroupofmemesworktogetherwitheachothertoperformmoreeffectivelyandstrongly．Forreligionmemes，theyusuallyworktogetherwithstrongmemeslike“beauty"’and‘"truth"’toreinforcetheirexistenceandtransmissioninmind，booksorotherwaysofexpression．Thatiswhymanyreligionmemesarestillprevalentinthepresentdayandmany56 广西大学硕士学位论文模因顺应视角下实用英稍n彦语模因的研究arehandeddownintheformofproverbs．Inwesterncountries，mostpeoplebelieveinChristianreligion，SOmanyEnglishproverbsarecharacterizedwithChristianreligiousculture．Forexample：(104)TruthisthedaughterofGod．(105)Godsendsfortunetofools．(106)GodnevershutsonedoorbutHeopensanother．Inwest，mostoftheproverbsoriginatefromtheBibleandarerelatedwkhChristianreligion，whicharealwaysconcernedwiththeimageof“God”or“devil”．(104)and(105)aretwomemeplexeswhichcontainthememeof‘"truth"’and‘‘fortune”SOthattheyaremoreimpressivetopeople．Religionscukureisembeddedintheseproverbmemes，buttheyarecloselyrelatedtopeople’Slife．Take(106)forexample，itisfrequentlyusedtocomfortandencouragepeoplewhoarefrustrated，whichmakespeoplebelievethatGodwillhelpUSandlivewithhope．Consequently,proverbmemeswhichadapttothereligiousbeliefaremoreimpressiveandpersuasive，sincereligionhasprofoundinfluenceonculturewhichisreflectedbylanguagelikeproverbs．Inthisway,proverbsaboutreligionbecomesuccessfulmemes．5．4StrongandWeakProverbMemesintheProcessofAdaptationIntheprocessofmemetransmission，onlyafewmemescouldsurvivethefiercecompetitionandbetransmittedfromoneplacetoanother(Blackmore，1999)．Inthissense，thosememesthatareprevalentindailylifecouldbeconsideredasstrongmemes，however,somestrongmemesarejustactivelyspreadwithinashortperiodoftime．Afterthat，theybecomeinactiveanddropoutofpeople’Sattention，finallytheyturnintoweakmemes．EspeciallywiththeadventanddevelopmentofInteract，languageevolvesinasurprisinglyrapidspeed，newwordsandnovelexpressionsemergecontinuouslytofightfortheattentionofpeople，lotsofthemcouldjustspreadamongsmallnumbersofpeopleinaperiodofveryshorttime．Thisalsohappensintheprocessofproverbmemetransmission．Throughouthistory,therearegreatamountofproverbscreated，somearepasseddownandemployed．However,thosethatpeopleusetodayjustcountasasmallamountofproverbs，moreproverbshavefadedoutfromthepresentlife．Then,whydoesastrongproverbmemebecomestaticandevendieoutafteritsactivephase?Explanationsofthisquestionwillbegiventhroughabrief57 广西大学司Eb学位论文模因顺应视角下实用英胡H彦语模因的研究analysisonstrongandweakproverbmemes．5．4．1StrongProverbMemesStrongmemeisclassifiedintotwotypes：astrongmemeofcontentandastrongmemeofform．Theformerreferstovalueorientation,ideologiesandcustomswithinonecommunity,whilethelatterreferstopo”kandeffectiveformsofexpression(Ran&Zhang，2007)．Astoproverbmemes，thefirsttypeisusuallytransmittedinthewayofrepetitioninordertowellpreservethecorecontent，whiletheothertypespreadsbyanalogy．Therearesomeproverbmemesthatalestrongbothincontentandform．Forexample：(107)Anappleadaykeepsthedoctoraway．(108)AnAppleaDayKeepstheDoctorAway(naturalnews．corn，Feb1，2010)(109)Awalkadaykeepsthebluesaway(TaipeiTimes，May24，2007)(110)Ahugadaykeepsthetraumaaway(Haaretz．corn,Jan6，2012)(111)ADarkChocolateaDayKeepstheDoctorAway(WebMD，June1，2004)Example(107)isamost台equentlyquotedproverbmemeinthisthesis，sinceitisoneofthemostcommonproverbsthatareusedwithhighfi"equency．Tokeephealthyisthebasicneedforpeopletolive，SOtheideaofpursuingforhealthisdeeplyrootedinpeople’Smind，andthisproverbjustadaptstopeople’Semotionbytouchingthefeelingbuttons，inthisway,itisastrongproverbmemeincontent．Besides．theword“day"’isrhymedto“away"’whichmakesthisproverbtobeutteredeasily,simpleandshortasitis，itadaptsitselftotheworkingmemoryofpeople．Itisottenquotedbypeopleindailyconversationaswellasinmediareport,justasexample(108)shows，sincepeoplealestillcuriousaboutthebenefitsthatapplesbringtous．Inaddition,itisalsoastrongproverbmemeinstructureinwhichvariouscontentsareembedded．Justas(109)，(110)and(111)demonstrate，theytakeadvantageofthisfamiliarstructuretoconveytheirinformationintentionallythatadapttopeople’Swayofperceiving．Atthesametime，theyconveytheinformationinsimpleandconciseformswhichsatisfytherequirementofnewsheadlines．(112)矿Wintercomes,canSpringbefarbehind?(113)Thepremier"sencouragementtoGalanz：矿Wintercomes,canSpringbefarbehind?(galanz．corn,Nov26，2006)58 广西大学．1受士学位论文模因顺应视角下实用英稍n彦语模因的研究(114)IfBollywoodcomes,canHollywoodbefarbehind?(TimesofIndia，Sep5，2004)(115)Ohfreedom,ifArabSpringcomes,canArabWinterbefarbehind?(Amnation．corn,Oct10，2011)Theproverbof(112)comesfromthepoemOdetotheWestWindbyShelley,whichisoftenemployedtocomfortandencouragepeoplewhoareinadversity．Itgivespeoplehopeandthecouragetofightforthepromisingfuture，inthat，itadaptstopeople’Semotionalneedforachievementsorexpectation．Itisoftenquoteddirectlywithoutanychangesinverbalcommunication,suchas(113)，premierWenquotestheproverbtoencourageworkersfromGalanz．Additionally,itisusuallytransmittedbyanalogyofthestructuretoexpressvariouscontentswiththesetpatternof“If幸comes，Can木befarbehindT’．Through(114)and(115)，readersareabletounderstandthecontentsofthemediareportswithjustaglance，andtheproverbmemeheadlinesmayarousereaders’interestandleadthemintothedetailofthereports，inthat，theheadlinesrealizetheirfunctions．Asastrongproverbmeme，italsospreadinotherlanguages．Forexample，itiswidelytransmittedinChinesetoexpressvariouscontentsinthepatternof‘‘XX来了，xx还会远吗?”．Justasthefollowingexamplesshow：(116)NewiPad来了‘NewiPhone”还会远吗?(alibaba．corn,Mar13，2012)(117)跌停潮来了那反弹还会远吗(eastmoney．corn,Mar28，2012)(118)牛市已经来了泡沫还会远吗(dfdaily．com,May23，2011)5．4．2WeakProverbMemesSomeproverbmemesareseldomusedbecausetheyareoutdated，inotherwords，theyarenotabletoadapttonewenvironment，suchkindofproverbmemesarerelativelyweakintransmission．Thereasonswhytheybecomeinactiveinusewillbeexploredthroughthefollowingexamples．(119)AbushelofMarchdustisworthaking"sransom．Thisproverbmeansthatfree，dryweatherinMarchisvaluableasanaidtoagriculture(Li，2009：7)．Itcontainsanexpressionthatisnoteasyforpeopletounderstand，‘"king’S59 广西大学司如b掌位论文模因J啊随视角下实用英谫n彦语模因的研究ransom"’，whichmeansagreatdealofmoney,isanallusionthatinoldEnglandthefineformurderusedtobeproportionedtotherankofthepersonkilled．Thelowestwas￡10．andthehighest￡60；theformerwastheransomofachurl,andthelatterofaking．Withoutknowingthisallusion，peopletotallycannotunderstandthemeaningofthisproverb，besides，thefactthattheallusionreferstohappensinthedistantpastwhichisnotwell—knownforthepresentpeople．Tosumup，thisproverbmemebecomeweakduetoitsfailureofadaptationtopeople’Scognitivesystem．(120)YorkshirebornandYorkshirebred,stronginthearmandweakinthehead．Itmeansthattheonewhobornandbroughtupinthesamenativeplacemightgrowupstronginthebodyyetweakinthemind．Ontheonehand，thesituationexpressedbythisproverbhasbeenalreadyoutofdate，itdoesnotconformtothecurrentculturalenvironmentanymore；ontheotherhand，itmakesuseofYorkshire，whichalsorestrictsitsrangeforpropagationbecauseitdoesnotadapttotheculturalfactorsofotherplaces．(121)Sa／ntSwithun§day,ifthoube力it,fo，_fortydaysitwillremain，SaintSwithun墨day,ifthoubringrain,fo，fortydaysitwillremain．Thoughitisalongexpression，themeaningofthisproverbisactuallyquitesimple，ittellspeoplethatifitisfairandclearonJuly15也，the40daysafterwardswillremaincleanandfme(Li，2009)．Firstly,asaproverb，itistoolonginstructureSOthatitisnoteasytobeperceived．Besides，itisnotexpressedinsimpleandplainlanguage，inotherwords，itshouldbemorecolloquialtobereadable．Moreover,itisnotofgreatuse．Inshort，withoutthecriteriaofsimplicityandutility,thisproverbdoesnotadapttothepresentenvironmentforittospreadwideandfar．(122)England"sdifficultiesisIreland"sopportunities．ThisproverbusedtobetakenasafaultnessRepublicanmottoduringtheSecondW-0rld矽缸However,inpeacetime。allnationscoexistwitheachotherpeacefullyandseekforcommonadvance，thedevelopmentofeachnationisinacloseconnectionwithothernations．Inthissense，thisproverbmemeviolatesthecurrentvalueorientationofpeopleandturnsintoweakmeme Throughtheanalysisofthefourweakproverbmemes，itcanbesummedupthatthoseproverbmemesthatd。notadapttothenewenvir。nmentmaybeeliminatedintheprocess。fselection．Withrapiddevelopment，socialandculturalchangesalsotakeplaceallthetime·Anoldandweakmemeshouldchangeitselfinaccordancewiththechangingsocietyinordertorevive．Forexample：(123)Thedevilm口胁hisChristmaspies(124)Thedevilm盘娩s办妇Christmasjournalists’typingfingers．oflawyers’tonguesandclerk"sfingers．piesoftelevisionpersonalities’tonguesandEXample(123)isal矿centuryproverbthatisusedtoscoldthecorruptionoflawy贫8whospeaksophisticallyforcriminalsandofficialswhotypeandissuethewrongsentemes‘T1lefactdemonstratedbythisproverbhappensintheerawithoutanycommunicationtechnologies，SOlawyerandofficialareabletocovercrimes．However,inthisinformatlonage，massmediaplayasignificantroleonspreadinginformation，forthisreason,(123)variesinto(124)attheendofthe20也century．In(124)．‘‘lawyer"’and“clerk"’arereplacedwitht‘televisionpersonality"，andc"joumalist’’to伍inwiththeprogressofhumansociety．Throughthisexample．itisseenthatthevariationofproverbissometimesnecessarytobringnewlltetooldandweakmemes．5．5SummaryThischapteranalyzesproverbmemesfromtheperspectiveofcognitive，e瑚otlveandculturalfactors．Throughanalysis，itisfoundthatshortandsimpleproverbmemesareea81ertobepe“：eivedduetothelimitationofpeople’sworkingmemory,besides，thefiguresofspeechusedinproverbmemesalsoadapttopeople’swayofperceivingandunderstanding·Moreover．thosethatconfo衄toemotiveandculturalfactorscouldbecountedassuccessfulDroverbmemes．Inthelastsection，strongandweakproverbmemesarediscussedrepectivelytofmdoutthatweakproverbmemesshouldmakesomechangesaccordingtothecugentenvkonmentforthepurposetorevive． Chapter6ConclusionBasedonstudiesinthepreviouschapters，researchresultsandlimitationsofthethesiswillbeexpoundedinthischapter,suggestionsforfurtherstudieswillalsobeprovided·WithiIlthe缸meworkofmemeticsandthetheoryofadaptation，thethesisconductsatentativestudyofproverbsasmemesinlanguageuse，especiallyinmassmedia．TheresearchresultswillbesummedupbytheanswertothreeresearchquestionsproposedinOne，whicharepresentedasfollows：(1)Proverbshavetomeetsimplicity,novekgutilityandconformityintheprocessofmemereplicationinordertobecomememes．Mostoftheproverbsaresimpleandconcisemlanguageandstructure，SOtheyareeasilyperceivedandunderstoodbythehost．Thesimpleraproverbmemeis，theeasieritwouldberememberedandthusbeemployed．Besides，shortandterseproverbmemesaremorelikelytokeepthefeatureofcopying·fidelity．Someproverbswithrhetoricaleffectsmaygeneratefeelingsoffreshness，achievingdifferentgoalsorcate血gforv撕oustastesoftheaudiences．Amongthefourcriteria，utilityisconsideredasthemostimportantforaproverbmemeinuse，sinceproverbswithgreatpracticalusegainmoreopportunitiestobeimitated,replicatedandspread，andinthiswaytheybecomeproverbmemes．Additionally,peopleareinclinedtoselectthememethatisadoptedbythemajorityofthesamecommunity,sincepeopleareinneedofthesenseofbelongings。Forthisreason,thoseproverbsthatcon南Hntothemoralidealsorexpectationsofthepublicwouldbekeptinthememorylonger．(2)Therearetwowaystotransmitproverbmemes：repetitionandanalogy,withthe内nnert0bedividedintodirecttransmissionandsynonym，andthelattertobeclassifiedintoanalogyofthesamesoundandanalogyofthesamestructure．ProverbstransmittedbydirecttransmiSsion踟-ecompletelyfaithfultotheoriginalmemeswithoutanychanges，andtheyusuallyappearindailyspeech，literaryworksandnewsreports．Bytheotherformofrepetition，proverbmemeswiththesamecorecontentaretransmittedindifferentforms·Comparewithrepetition，analogyismorecommonlyusedtotransmitproverbmemeswhlcnusuaUypresentintheformofnewsheadlinesandadvertisingslogans．Proverbmemesgeneratedbyanalogyofthesoundareeasilyperceived，acceptedandtransmitted·Mostofthem御．ecreatedfortheadaptationofcurrentcontexts，SOtheyareusedinahigh丘equencyin62 广西大掌司旺b学位论文模因．掘U蕾视角下实用英键n彦语模因的研究acertainperiodoftime，then，becomeweakmemes．Byanalogyofthesamestructure，pragmaticeffectsandrhetoricalfeaturesarefoundinthestructuresoftheoriginalproverbmemes．Advertisingsloganscreatedbythismeanscouldeasilyattractaudiences’attentionandberetainedinthememory．Inthisway,theadvertisementsachievetheirpurposes，moreover,proverbmemesofthiskindareottenemployedasnewsheadlinesbecausetheyarecondensedandeye—catching．(3)Intheprocessoftransmission，proverbmemeshavetoadaptthemselvestocognitive，emotiveandculturalfactorswhichexertgreatinfluencesontheirsurvivalandreplication．Duetothelimitationofpeople’Sworkingmemory,proverbmemesshouldbebriefandsimple．Whilefiguresofspeech，suchasparallelism，rhyme，personificationandpun,couldmakeproverbmemesadapttopeople’Swayofperceivingandunderstanding．Inordertoadapttoemotivefactors，proverbmemesshouldbeabletoactivatefeelingbuttonsappropriately,suchastheneedofhealthandsafety．Byadaptingtovalueorientation,nationalpsychologyandreligion，proverbmemesfitintheculturalenvironmenttospreadthemselves．Throughabriefanalysisonstrongproverbmemesandweakproverbmemes，itisconcludedthatweakproverbmemesshouldadapttothenewenvironmentforthepurposetogainnewlife．Despkealltheresearchresultsobtained，thepresentstudystillhaslimitations．Firstly,thestudyofproverbmemesadaptationfromcognitive，emotiveandculturalfactorsisnotpenetratedthoroughlyanddeeplyduetothelimitedspace．Besides，thereareotherfactorsthatinfluencetheadaptationofproverbmemesapartfromthosethreefactors．Itissuggestedthatfurtherstudiesonproverbmemescouldbecarriedoutfromdifferentpointsofview,anddeeperstudiesonculturaladaptationofproverbmemesCanbeaccomplished．Secondly,thedataofthethesisaremainlyfromIntemetmedia．Infuturestudies，datafromotherSOurCeS，suchasnewspaper,magazines，aresuggested．Thirdly,thestudyisonlycarriedoutthroughqualitativeanalysiswhichishardlytoavoidsubjectivefeelings．Aquantitativestudyinthisfieldisexpected．Itishopedthatthepresentstudywouldarouseinterestsinfuturestudiesinthefield．63 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