视觉传媒与文化变迁

人类不同历史时期传播媒介的变化所带来的是不同文化的变迁。口语文化是一种"听"的文化,印刷文化是一种"读"的文化,而视觉文化则是一种"看"的文化。视觉文化与印刷文化的不同主要表现在以下方面:它们的主因分别是语言文字与视觉图像;在思维存在方式上,二者表现为理性思辨与感性直觉的差异;它们所代表的文化立场分别是精英文化与大众文化。由于视觉文化的通约性特征,与印刷文化相比确实有很大的优势,它迎合了全球化的趋势,满足了人与人密切交往的时代要求。但它同时也造成了优势文化的意识形态传播和垄断,势必对各国文化带来新的影响。

Visual Media and Cultural Variations

The change in media will inevitably cause cultural variations for human beings in different periods of history.Oral speech culture is a kind of "listening" culture;printing culture is a kind of "reading" culture;and visual culture is a kind of "looking" culture.The difference between visual culture and printing culture lies in the following aspects: the main reason is linguistic writing system and visual images;in terms of thinking mode,the difference between rational thinking and perceptual intuition tells them apart;what they represent respectively is elite culture and mass culture.Due to the commensuration quality of visual culture,it has indeed very great preponderance over printing culture,and caters for the trend of globalization and meets the requirement of close connections among people.However,at the same time it has created the promulgation and monopoly of preponderant culture,which will inevitably has a new impact on cultures of different countries.