网络语言凭借其便捷性、即时性、开放性与包容性等特质，已逐步发展为网民日常交流的核心媒介。21世纪以来，更催生了大量新兴网络称谓语。近年来，伴随互联网技术的深度发展、自媒体平台的持续扩容以及公众认知能力的不断提升，网络称谓语通过“新词语创制”与“既有词义演变”两种核心路径大量生成。这类称谓语不仅广泛应用于大众网络交际场景，更对线下日常交际产生了渗透式影响。本文将以“牛马”和“主理人”为例，聚焦网络称谓语的语义特征展开专项分析，并从语言本身、社会因素和理论基础三个维度系统探究网络称谓语的生成逻辑与发展规律，以期深化对这一新兴语言现象的认知与理解。

Online language, characterized by its convenience, immediacy, openness and inclusiveness, has gradually become a core medium for netizens' daily communication. Since the 21st century, it has given rise to a large number of emerging online address terms. In recent years, with the in-depth development of Internet technology, the continuous expansion of self-media platforms and the continuous improvement of the public's cognitive ability, online address terms have been widely formed through two core paths: "creation of new words" and "evolution of existing word meanings". These address terms are not only widely used in public online communication scenarios, but also have a penetrating impact on offline daily communication. Taking "Niuma" and "Manager-in-Chief" as examples, this paper focuses on the semantic features of online address terms for a special analysis, and systematically explores the formation logic and development laws of online address terms from three dimensions: language itself, social factors and theoretical basis, in order to deepen the cognition and understanding of this emerging linguistic phenomenon.