Nowadays, mass media represented by TV, movies, newspapers, books and periodicals, and the Internet. Especially the image media, more and more visual symbols are produced and disseminated. The arrival of the era of visual culture communication not only marks the transformation and formation of a cultural form, but also marks the expansion and formation of a new communication concept. Of course, this means a change in human thinking. Visual communication has a clear purpose, and its essence is to convey specific visual information to the public most accurately and quickly through various media. In modern society, this brand-new visual culture has been developed and applied in various fields.
Digital media has created a rich visual style.
With the appearance of digital media, the social environment has also undergone qualitative changes. Emerging technologies such as network technology, digital art design, digital film and television, and multimedia advertising short films constantly challenge and enrich the traditional forms of visual communication. At the same time, it also makes the style of visual communication appear new characteristics: the flat and static form began to gradually change to the dynamic and comprehensive direction; Leap from single media to multimedia; Extending from two-dimensional plane to three-dimensional space and space; Spread from traditional printing design products to virtual information images.
In 20__, at the "Art and Science —— International Digital Art Exchange Exhibition and Academic Seminar", the interactive work "Spring Water Blows the River" of Shanghai University Academy of Fine Arts created an interactive situation with distinctive national cultural characteristics for the audience: the audience blew into the input device, and a pond in a China landscape painting hanging on the wall would ripple with the strength of the airflow, and the audience gained great knowledge and understanding closely related to themselves in the interaction with the work. The application of emerging media not only brings people a brand-new visual experience, but also provides people with endless possibilities in the expansion and application of visual styles, which also leads to people's different psychological state, value orientation, aesthetic consciousness and concept of time and space.
Digitalization: Traditional media ranks among new media.
Nowadays, the problems such as the sharp drop of advertisements, the diversion of readers and the decline of influence plague the paper media like a nightmare. The fact that traditional media, especially newspapers, are constantly marginalized among young audiences makes the paper media accustomed to the status of mainstream media become at a loss and nervous. Seeing that the new media is constantly growing under the nourishment of new technologies, this kind of anxiety is more and more. How to get rid of the predicament has become the same topic in the paper media for a time.
1. Rethink the position of pictures and words and explore the visual communication mode of paper media.
20__ A series of metropolis newspapers such as Oriental Morning Post, Southern Metropolis Daily, Shenzhen Business Daily and Beijing News have set up visual centers or visual departments one after another, transforming the photography department, which used to be only a foil for written reports, into a visual department with a set of independent editing and post-production capabilities, which confirms the improvement of images in paper media.
It is the latest attempt to concentrate all visual communication elements such as photography, screen editing, layout design and post-production in the same department and complete visual production according to a unified process. In its operation, the Visual Center of The Beijing News puts forward that the text system should be parallel to the visual system, and summarizes the news visualization, layout standardization, media personalization and evaluation marketization as four characteristics of newspapers in the visual communication era, which has certain reference significance for the development of newspapers.
However, some domestic newspapers with visual department can't fully meet the logical requirements of visual expression at present, and can't establish a level for readers to watch on the screen. As can be seen from the newspaper layout, there is a design concept and an effect is deliberately managed, but it is still difficult to hide the sense of confusion and lack of overall design. Therefore, it is very important to establish unified standards and processes.
2. Digitalization of paper media: electronic newspapers and periodicals
With the development of traditional newspaper industry to digital newspaper industry, the content of print media is no longer presented on paper only by printing. At the same time, this digital communication platform is an open platform. On this platform, "traditional media" is no longer relatively closed, independent and incompatible, but can operate "across media" and learn from each other's strengths. Digital traditional media has the functions of multimedia and two-way interactive communication, and actually has the characteristics of new media.
Reflections on some problems in the dissemination of visual culture in China
The emergence of highly developed media, especially digital media, has built a' global platform' for visual culture. Digital media will become the mainstream of media. Because of this, in the consumer society, cultural consumers are undergoing tremendous changes. At present, the communication of visual cultural symbols centered on vision is challenging the traditional communication tradition of language and cultural symbols, and making it increasingly become a more important part of our living environment. Obviously, modern culture is breaking away from language-centered rationalism, and under the influence of modern communication technology, especially with the joint efforts of digital technology, multimedia technology and network technology, it is increasingly turning to visual-centered, especially image-centered perceptual forms. The arrival of the era of visual culture communication not only marks the transformation and formation of a cultural form, but also marks the expansion and formation of a new communication concept. Of course, this means a change in human thinking. At present, there are some problems in the dissemination of visual culture in China. For example, visual culture that lacks realistic observation and artistic spirit; Visual culture full of violence, pornography or psychological factors has a negative impact on teenagers.
The negative social and cultural communication phenomenon formed by audio-visual media or visual media needs to be treated rationally. It is necessary to distinguish the positive and negative factors in the communication of visual culture, and promote the healthy development of visual culture communication through sublation. First, we must adhere to the basic principles of China's mass media to spread socialist spiritual civilization. The management and restriction of visual cultural media, especially television and Internet, must be based on the correct direction of public opinion and cultural progress, and the phenomena that are not conducive to the construction of socialist spiritual civilization must be resolutely suppressed. Second, take legal norms as the control means to adjust various internal and external relations of the visual culture communication system. For media violence, media pornography and other content, we should implement a classification system for film and television works, control the negative impact of visual culture communication, establish a "content classification system" based on age in China, and limit the content that children should not touch. Thirdly, through media education, the audience's ability to understand and use visual media is cultivated. Fourthly, through policies, various media cultural communication modes are regulated, adjusted and balanced, such as protecting and inclining the written or printed culture, broadcasting culture and elite cultural forms in traditional culture, thus forming a reasonable framework for contemporary cultural communication to meet the demand of people's all-round development for multicultural forms. Fifth, advocate media self-discipline, enhance the sense of responsibility and crisis of visual media workers, improve the professional quality and ethics of media organizations and media workers, standardize their own communication activities, consciously prevent and curb deviant behavior, exercise the right of cultural communication and perform their duties.
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