Analyzing and Discussing the Use of Visual Culture Communication Essay

Analyzing and Discussing the Use of Visual Culture Communication

Nowadays, the mass media represented by TV, movies, newspapers, books and magazines, the Internet and so on, especially the image media, are increasingly producing and disseminating various visual symbols. The advent of the era of visual culture communication not only marks the transformation and formation of a cultural form, but also the expansion and formation of a new communication concept. Of course, it also means a transformation of human thinking. Visual communication has a clear purpose, and its essence is to deliver specific visual information to the public in the most accurate and fastest way through various media. In modern society, this new visual culture has been developed and utilized in various fields.

Digital media creates the richness of visual style

The emergence of digital media, the social environment has undergone qualitative changes, network technology, digital art and design, digital film and television, multimedia advertising clips and other emerging technologies continue to challenge and enrich the traditional forms of visual communication. At the same time, it also makes the style of visual communication appeared new features: the shape of the plane, static, began to gradually to dynamic, integrated direction; from a single media across to multimedia; from two-dimensional plane extended to three-dimensional stereo and space; from the traditional print design products more transformed to the dissemination of virtual information image.

In 20__, in the "Art and Science - International Digital Art Exchange Exhibition and Symposium", the interactive work "Blow Wrinkles a River of Spring Water" from the Academy of Fine Arts of Shanghai University created an interactive situation for the audience with distinctive characteristics of national culture. The audience blew into the input device, and the water pond in a Chinese landscape painting hanging on the wall would ripple with the length and strength of the air flow, and the audience got a great pleasure of understanding and creation closely related to themselves in the interaction with the work. The application of emerging media not only brings people a new visual experience, provides people with endless possibilities in the expansion and application of visual styles, but also leads to a different psychological state, value orientation, aesthetic consciousness, and spatial and temporal concepts.

Digitalization: traditional media among the ranks of the new media

Nowadays, advertisements are plummeting, readers are being diverted, and influence is declining, and so on. Fear and anxiety, looking at the new media continue to full wings, in the new technology under the nourishment of the increasingly powerful, this uneasiness is more and more with each passing day, a time how to get out of the predicament has become the paper media **** the same topic.

1. Reflecting on the status of pictures and text, paper media explore visual communication mode

Since 20___, a series of urban newspapers such as Oriental Morning Post, Southern Metropolis Daily, Shenzhen Business Daily, and Beijing News have set up visual centers or visual departments, transforming the photography department, which used to be a companion to textual reports, into a visual department that has a set of independent collection, editing, and post-production capabilities, confirming that the status of images has become more and more important in the future, as well as in the future.

All visual communication elements such as photography, photo editing, layout design, post-production, etc. are centralized in the same department, and the visual production is completed according to a unified process, which is the latest attempt of visual communication in domestic newspapers and magazines.

But some of the domestic newspaper set up a visual department, the current can not fully meet the requirements of the logic of visual expression, in the picture can not establish a reader to watch the level, from the newspaper layout can be seen to have a design concept, in the deliberate management of an effect, but still difficult to hide the sense of chaos, the lack of overall design. Therefore, it is crucial to establish a unified standard and process.

2. Digitization of the paper media: electronic newspapers

The traditional newspaper industry to the development of digital newspapers, print media content is no longer only through the printing of the paper presented. At the same time, this digital communication platform is an open platform, on this platform, "traditional media" is no longer relatively closed, independent, incompatible, but can be "cross-media" operation, can take the strengths of their shortcomings. The digitalization of traditional media, with multimedia and two-way interactive communication functions, actually has the characteristics of new media.

Thinking about Visual Culture in China

Today's media is highly developed, especially the emergence of digital media, but also constructed a visual culture of 'global platform. Digital media will become the media mainstream. Because of this, in the consumer society, cultural consumers are undergoing drastic changes. Nowadays, the visual-centered symbolic communication of visual culture is challenging the traditional symbolic communication tradition of verbal culture and making it increasingly a more important part of our living environment. Obviously, modern culture is moving away from the language-centered rationalist form, and under the effect of modern communication technology, especially under the combined effect of digital technology, multimedia technology and network technology, it is increasingly shifting to the visual-centered, especially image-centered, sensualist form. The advent of the visual culture communication era not only marks the transformation and formation of a cultural form, but also the expansion and formation of a new communication concept. Of course, it means a transformation of human thinking. At present, there are some problems in visual culture communication in China. For example, there is a lack of reality and artistic spirit of visual culture; full of violence, pornographic tendencies or psychological factors of visual culture on the negative impact on young people.

Negative social and cultural communication phenomena formed by audio-visual media or visual media communication need to be treated rationally. To distinguish between the positive and negative factors in visual culture communication, to promote the healthy development of visual culture communication in the process of abandonment. First, we must adhere to the basic principle that China's mass media spread socialist spiritual civilization. The management and control of visual culture media, especially television and the Internet, must be based on the premise of adhering to the correct orientation of public opinion and the correct direction of culture, and phenomena that are not conducive to the construction of socialist spiritual civilization must be resolutely suppressed. Second, legal norms must be used as a means of control to regulate the various internal and external relations of the visual culture communication system. In order to control the negative effects of visual culture, a classification system for film and television works should be implemented for media violence and pornography, and an age-based "content classification system" should be established in China to limit the content that is inappropriate for children to access. Third, media education should be used to develop the audience's ability to recognize and use visual media. Fourthly, policies should be adopted to regulate, adjust and balance the various forms of media and cultural communication, such as protecting and favoring written or printed culture, broadcasting culture, and elite cultural forms in traditional culture, so as to form a reasonable structure for contemporary cultural communication, in order to satisfy the needs of comprehensive human development for diversified cultural forms. Fifth, we should advocate media self-discipline, enhance the sense of responsibility and crisis awareness of visual media workers, improve the professionalism and ethics of media organizations and media workers, regulate their own communication activities, consciously prevent and inhibit transgressive behaviors, and exercise their right to cultural communication and fulfill their duties.