生态语言学视域下中国特色小镇制度逻辑探析
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摘要
一直以来，中国试图在城镇化和乡村建设中走出一条特色之路，在诸多领域进行着广泛的制度创业，特色小镇便是在城镇化和乡村建设领域由中国政府主导的制度创业之一。Ministry of Housing and Urban-Rural Development of the People’s Republic of China, China National Development and Reform Commission 和 China Ministry of Finance (2016) 联合发布《关于开展特色小镇培育工作的通知》，在国家层面提出了特色小镇的专项政策，计划在全国范围内共培育 1000 个左右的特色小镇。特色小镇被定位成集聚特色产业、生产生活生态空间相融合的不同于行政建制镇和产业园区的创新创业平台。本研究选取中国特色小镇科技发展中心公布的中国特色小镇推广名录中有关国家首批 127 个特色小镇的推广描述作为语料，采用生态语言学语篇分析中的凸显和删略等分析策略，使用语料库软件 AntConc 3.2.0 作为辅助工具，对公共话语体系中有关特色小镇的建构进行话语分析发现，在特色小镇建设过程中，政府试图传达的制度逻辑和大众所认识和接受的制度逻辑存在一定的偏差。在社会流行语篇中，有关特色小镇的描绘充斥着以“旅游”为主导的叙事，在公众头脑中构建了以旅游为导向的故事结构，这种叙事结构塑造了人们的思维模式，影响了制度创业的实践。从制度逻辑的角度来说，特色小镇制度创业弱化了社区逻辑，强调了以旅游为主导的创收型市场逻辑，这一现状与制度设计的导向存在较大偏差，极有可能是导致特色小镇制度创业失败的重要原因之一。根据生态语言学的有关理论,语言可以通过影响人类的思维方式来影响人类的行为。叙事经济学理论认为，公共话语体系中的海量语篇会影响受众的信念，流行故事会随着时间的推移而改变，并不断对经济结果产生影响。本文通过话语分析揭示特色小镇制度创业中隐含的故事，揭示话语对人们行为的影响，以期通过改变公共话语体系的叙事方式，构建更为合理的言语框架模型，在言语顶层设计上改进制度创业的效果。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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