本文在亚文化的语境中讨论新科动漫频道的动漫形象代言人“新科娘”诞生的文化背景与具备的文化内涵,并且从二次元受众的层面考察了这个漫画形象的传播效果和传播方式。不是看板娘,也不是电视台吉祥物,她是新科娘2013年3月8日晚,新科动漫的官方微博发布了新科娘出场的条漫,瞬间引起了二次元群体的围观,除了漫画中令人津津乐道的“水表”梗,新科娘这一拟人形象也立刻得到了大家的认可和关注。这里提到的拟人,指的是将常接触的或喜爱的事物拟定为类似人型的形象并赋予一定的人格化智慧。而新科娘这一形象,不仅仅是常规意义上的拟人创作,更多的是二次元语境内经常提到的娘化,娘化指的是将任何事物赋予女性的外貌、性格、装束等的一种过程和行为,包括新科娘在内的众多广受欢迎的萌娘形象都是以萌系手法进行的娘化,而萌娘化正是随着现代ACG亚文化和萌文化的发展而兴起的。从二次元萌文化的演变来看新科娘,她便与一般的看板娘概念 This article discusses the cultural background and cultural connotation of the cartoon spokesperson “Shin Bian Niang ” of the new branch anime channel in the context of subculture, and examines the communication effect and mode of transmission of the comic image from the perspective of secondary audience . Is not a kanban mother, nor is it a TV station mascot, she is the new divine In the evening of March 8, 2013, the new branch of animation official microblogging released the new division Niang appearance of the diffuse, instantly caused the second group of onlookers, in addition to Comic Order People talked about the “water meter ” Terrier, the new division mother of the personification image also immediately got everyone’s approval and attention. The personification mentioned here refers to the formulation of similar human-like images and the gratification of a person’s personal wisdom. The image of Shinma Niang is not only a personification in the conventional sense, but is often referred to in the second meta-linguistic context. Techanization refers to the act of giving anything to the appearance, character, dress, etc. of a woman A process and an act of many popular images, including the new subjects, are based on the adulteration of the adorable, and the advent of adultery is emerging with the development of modern ACG subcultures and adorable cultures of. From the evolution of the second element of Moe culture, Shin Min Niang, she and the general Kanban concept