What is the role of film and television works in cultural communication?

First of all, the spread of visual culture has become the dominant force of contemporary culture.

(A) the spread of visual culture is widely and profoundly affecting contemporary society.

In a highly developed information society, the mainstream of information must be image information or visual information, or an important symbol of the information society is the development of visual culture. The visual culture here has two meanings: in a broad sense, television, internet, advertisements, movies, etc., as mass media, can all fall into this category; The narrow sense of visual culture is limited to the fields of literature, entertainment and performance, and its extension includes drama, song and dance, cultural performances, acrobatics and fashion shows. This paper refers to the broad concept of visual culture. The so-called visual culture communication is a social and cultural communication phenomenon formed by spreading information through audio-visual media or visual media.

Generally speaking, the development of contemporary visual culture in China presents such a trend:

First, visual culture has become the dominant force in popular culture, and the spread of visual culture has had a wide and profound impact in contemporary China society.

Second, with the reform and opening up and the development of market economy, China's visual culture has formed a relatively systematic communication system.

Thirdly, the spread of visual culture has greatly promoted the globalization and informatization of China.

Fourthly, visual culture has become an indispensable way of life for social groups, especially teenagers.

(B) the basic characteristics of visual culture and the meaning of visual image

From oral culture to written culture and printing culture is a revolution of cultural communication, and from printing culture to visual culture is a revolution of contemporary cultural communication. What people "see" in printing culture is mainly words and concepts, which appeal to people's cognition, imagination and thinking with cognitive, symbolic and understandable contents; What visual culture makes people "see" is mainly "image", which is virtual, game and entertainment for people to watch, participate and consume. In addition, there is another layer of visual culture, that is, it is performing, ceremonial and public. For example, the popular interactive TV variety shows are always filled with a strong festive atmosphere and religious fanaticism, which is far from the reading behavior with strong private nature in the era of printing culture.

Second, the lack of visual culture communication and problem analysis

(A) the visual culture of pursuing profit goals under the logical operation of commercial capital-the text perspective of the TV program Reality Show

In recent years, a wave of "reality show" has risen and spread on the global TV screen. "Reality Show" is a TV competition game program produced by producers and recorded and broadcast by ordinary people.

Since the reality show appeared, it has a completely different fate in terms of economic benefits and social benefits. In terms of economic benefits, the ratings soared, creating huge profits for major TV stations in Europe and America. However, the focus of the reality show is not the truth, but the show, which is almost a game directed by the organizing Committee. All preparation is to construct contradictions, and all "truth" is to "show" better and more truly. This kind of "show" has surpassed people's daily viewing experience and moral rules in some aspects, and has been widely questioned and criticized by all walks of life, especially the intellectual circles. These criticisms focus on the cruel competition, privacy and sexual display in the program.

The reality show in the west is actually an effective carrier to realize the appreciation of commercial capital. Television is becoming a consumer culture, and today's consumer culture is a pleasure culture, and TV programs are fully tapping the resources with pleasure significance. Some reality shows in the west only use cheap pleasure to cater to the potential desires of the audience and satisfy their voyeurism in the process of watching. Moreover, western reality shows appear in the form of commercial programs and game programs, so the dark side of human nature, sex and other factors that are often taboo are also put on a legal coat, which is greatly exaggerated in the program, catering to the audience's sensory needs while diluting ethical condemnation.

Generally speaking, reality show is a kind of game program, which has no intention of caring about people's living conditions, and it does not ask or answer the difficulties people encounter in real life. On the contrary, they just dig up some pleasant elements that can firmly grasp the audience to improve the ratings and get considerable profit returns.

When introducing and producing reality shows, China will inevitably face the test of cultural differences. How to find a cultural balance between ratings and morality, entertainment and social responsibility will be an unavoidable problem for reality shows.

(B) the lack of realistic observation and artistic spirit of visual culture-interpretation of CCTV Spring Festival Evening

No matter how busy the screen is, people's expectations and comments on the Spring Festival Gala are getting lower and lower. The Spring Festival Gala has been constantly revised and innovated for more than 20 years, but it is difficult to break through its own established model, which makes people feel more and more "formatted". With the traditional festival ceremony drifting away in modern society, the atmosphere created by modern communication technology makes people find the best platform similar to traditional ceremony behavior. The Spring Festival Gala was associated with celebrations and ceremonies from the beginning. The reason why the Spring Festival Gala is moving forward in the dilemma of "difficult to do every year" has become a hot spot that major media are keen to reveal and track is actually because there is no collective behavior with a sense of ceremony that can be replaced in such an important national festival.

From 1998 to 2003, the ratings of CCTV Spring Festival Evening continued to drop by 22 percentage points. The survey results of CCTV Market Research Co., Ltd. show that the decline in ratings is also related to people's choice of travel, gathering of relatives and friends, and fierce competition in channels. But the main reason is the excessive development of channels driven by the expansion of visual culture, resulting in excessive media and waste of channel resources. The root cause is the lack of artistic innovation and insufficient original TV art. Although the Spring Festival Gala as a custom will still be the object of public attention for a long time, as an art, it is bound to lose its previous sensational effect in people's comments. The indifference to reality and the lack of artistic spirit in the Spring Festival Evening have become circumstantial evidence that the spread of visual culture is in crisis.

(c) Visual culture full of violence, pornography or psychological factors-negative impact on the socialization of teenagers.

One of the characteristics of visual culture communication is to first consider attracting the attention of the audience. The audience's choice of visual cultural symbols depends on their "use and satisfaction" of visual symbols, that is, the root of audience's concern lies in their choice psychology, and the use depends on their psychological needs. The lowest psychological needs of people, that is, the needs at the instinctive level, have the most sensual contents such as eroticism and violence. It is self-evident how TV will develop if we aim at ratings and commercial profits.

Due to the communication characteristics of TV, TV culture is not a single positive demonstration significance to the socialization of teenagers, but it does have a worrying negative impact. The characteristic of TV cultural communication is one-way vertical communication. In addition, TV is a high-tech and high-input industry, so TV culture has obvious commercial behavior. In communication, sometimes it is inevitable to cater to and vent the ugly factors in human nature, resulting in social TV pollution that affects the growth of teenagers.

During the period of 1988, the research and information center of Asian mass communication in Singapore conducted violent monitoring on TV programs in eight Asian countries. Monitoring adopts a broader definition: "using physical strength or words to cause psychological or physical harm to someone or some people, including destroying property and body". Singapore's research results show that even if the United States adopts a relatively loose measure of violence, its violence index is still higher than the average index of Asian programs. At present, there is no authoritative definition of TV violence in China, and there is a lack of special investigation and research on TV violence.

Since 1980s, media violence in China has been reported frequently. Shortly after the broadcast of 1989 TV series "The Strange Case of Kidnapping in Shanghai Beach", a middle school student in hancheng city, Shaanxi Province imitated the plot, hacked a boy of 14 years old with an axe and dumped his body in a corpse well, and then sent two threatening letters to the victim's family to extort money. In June 2003, 165438+ 10, a 29-year-old criminal suspect, Huang killed 17 young students in Pingyu County, Henan Province. With the approval of the Ministry of Public Security, CCTV reporters interviewed Huang. First, when I was a child, I loved watching murder videos and wanted to be a killer. Then I played samurai in online games and finally became a murderer. Huang's experience once again shows that media violence, as an external stimulus, can trigger and strengthen the violent behavior of teenagers. Teenagers who like TV violence programs, although not guilty, mostly agree with violence and have aggressive tendencies or behaviors in their daily lives.

(D) Visual culture in the state of contradiction between image impact and audience understanding —— Discussion on self-image print advertisement of an advertising company

In this era of visual culture, the public's expectation of visual pleasure has been greatly improved, and it continues to improve. In order to promote goods, services or ideas more effectively, advertisements should not stay in general aesthetic taste, but must provide extraordinary visual stimulation.

Among the entries in the 7th National Advertising Exhibition, there is a self-image series of print advertisement "A Day of Creativity without Inconvenience" by an advertising company. The background colors of the five pictures are bright red, blue, yellow, green and purple respectively. There is a white sanitary towel for women in the middle of the picture, which reads: "I'm afraid you won't come", "I'm not afraid of fooling around", "I won't leak when I come" and "I'll wait for you sooner or later". People who just saw this group of advertisements thought it was an advertisement for sanitary napkins. Look carefully at the small print at the bottom of the picture: "There is no inconvenient day for creativity"-so that's it. At this time, we re-examine this group of advertisements, and the image of sanitary napkins has regained a strong visual impact because it broke through the original reality of "feminine hygiene products". But at the same time, the audience's understanding is also affected. Many viewers feel at a loss, and their imagination and understanding are confused.

In the virtual reality of advertising, the extraordinary pursuit of visual restraint leads to the failure of traditional images and related rules. On the whole, images in the era of visual culture have formed their own cultural logic. Can advertising creativity break this logic at will? Is it feasible for advertising to gain visual impact at the expense of breaking this logic? I'm afraid this is a problem that must be thought deeply and treated with caution.

(V) The visual culture that the virtual world subverts the real identity —— Criticism of the myth of modern electronic media communication technology.

At the end of 1998, influential newspapers in Hubei and Liaoning provinces published "Internet News" entitled "Online mourning, crying is beautiful" and "When Iraqis go, the tea room is as warm as ever", describing a talented girl who struggled with illness for more than ten years with great courage, wrote a lot of beautiful classical poems and became an enthusiastic and active netizen. The girl named Zhang Qingyi finally died in front of the keyboard, and netizens all over the country were deeply saddened. They set up a "mourning for Qingyi" website and published more than 500 mourning poems. However, when some media organizations later hoped to further report this matter and interview the teenage girl's "brother", they found that their "brother" was missing. After a series of investigation and verification, the media found that the so-called girl Zhang Qingyi was a fictional character. These seemingly newsworthy false information from the Internet have become typical cases of China media's negligence and damage to the authenticity of reports.

The key reason why mass media fall into the predicament of inaccurate reporting when citing network information sources is that the gatekeeper of the media ignores the virtual characteristics of the Internet. The illusory world created by computer means and its network culture have formed a realistic simulation of the illusory world and an illusory fantasy of the real world. Their subversion of philosophical world outlook and methodology is the most serious.

From the beginning of Internet construction, there was no effective identity authentication function. This makes individuals less concerned about the constraints of social norms and do not have to bear the consequences of their actions when expressing themselves on the Internet. It is worth noting that the relationship between network communication and communication and practical moral practice presents the characteristics of disorder and uncertainty: the social moral level declines; Lack of knowledge and cultural retrogression; Moral relativism prevails and anarchism runs rampant; Moral conflict and anomie are serious; Moral personality distortion. For example, information pollution and abuse in information processing; Information infringement and infiltration; Information attack and destruction; Information fraud and extortion. We also notice that network communication plays an obvious positive role in enhancing human subjectivity and improving people's subjective situation in the relationship between subject and object, but the negative impact of network communication on the subject is also obvious-the outstanding performance is the erosion of human subjectivity.

Third, thinking and countermeasures to resolve the crisis of visual culture communication

(A) the relationship that needs to be dealt with in the spread of visual culture

From a rational point of view, the problems exposed or implied in the spread of visual culture reflect some deeper contradictions. The first is the relationship between the commercialization tendency of visual culture and national spirit and ideology. The pursuit of profit maximization by visual culture will inevitably lead to the loss of national culture and national spirit, which must be vigilant. The second is the relationship between perceptual form of visual culture and rational pursuit. The expansion of perceptual pursuit will inevitably lead to the decline of critical rationality, and a nation or society that is not good at thinking will lack motivation and even lose itself on the road of development and progress. Third, the relationship between media expansion and social interests and public morality. Mass media, especially TV media, need ratings to achieve market share, must pursue the exposure frequency of hot spots and focus, and even make private lives public. The fourth is the relationship between social intervention and media coordination. Media supervision by public opinion is also a double-edged sword. Criticism of some social phenomena and problems should be measured, and problems should be analyzed from the perspective of dynamic development. The fifth is the relationship between network communication and interpersonal communication. The singleness of network communication will inevitably lead to the indifference of interpersonal communication. We should advocate interpersonal communication and social interaction. The irrational phenomenon in network communication is actually the expression of the infinite expansion of instrumentalism and the loss of value rationality. Network communication cannot replace interpersonal communication, but it is the expansion and supplement of interpersonal communication.

(B) the healthy development of visual culture communication thinking

The negative social and cultural communication phenomenon formed by audio-visual media or visual media needs our rational treatment. 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.