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意向性是心智哲学的重要理论之一,学界对意向性的研究历来深入而广泛。同时,心智哲学与语言研究的成果表明,语言总是在一定的意向态度的指导下,针对特定的意向内容,选择恰当的语言符号展开表达。本文从意向性理论出发,以“淘宝体”为例对网络语体出现及流行的原因进行探究。研究发现,“淘宝体”的出现是个人意向性的体现,流行则是集体意向性的体现。就集体意向性而言,它主要出现在两个群体:一是网购社团所形成的集体意向性;二是跨行业成员的集体意向性。前者是“淘宝体”的本体形式,后者是一种“泛‘淘宝体’”形式。文章最后还利用塞尔的“网络-背景理论”对“淘宝体”语言形式实现的意向性基础进行了分析。
Intentionality is one of the important theories of mind philosophy. The academic research on intentionality has always been in-depth and extensive. At the same time, the results of psycho-philosophical and linguistic research show that under the guidance of a certain attitude of intention, the language always expresses the specific intentional content and the proper linguistic signs. Based on the theory of intentionality, this paper takes “Taobao” as an example to explore the causes of the appearance and popularity of cymbals. The study found that the emergence of “Taobao ” is a manifestation of personal intentions, popular is the embodiment of collective intent. In terms of collective intentionality, it mainly appears in two groups: one is the collective intent formed by the online shopping community; the other is the collective intention of the members across industries. The former is the ontology of “Taobao” and the latter is a form of “pan-Taobao”. In the end, the article also analyzes the intentional basis of “Taobao Body” realized by the use of Weber’s “network-background theory”.