乡村振兴视觉传播的逻辑与进路

Logic and Approach of Visual Communication of Rural Revitalization

乡村振兴是新时代全党动员全社会接续奋斗的重要一步,讲好乡村振兴故事是强化乡村振兴认同、增强乡村振兴参与意愿、提升乡村振兴效果的重要手段。视觉转向的时代背景、丰富抽象的内涵和发达的视觉传播工具使乡村振兴视觉传播成为顺应读图时代的必然选择。当下乡村振兴视觉传播通过乡村振兴成果与图像展现、乡村振兴过程与短视频互动、脱贫直播与沉浸式体验等方式,积极寻找符合受众阅听习惯的视觉符号,并进行合理排序与本土化策略转换。乡村振兴视觉传播需要严格把关机制,营造风朗气清的传播生态,拓宽叙事平台,柔化严肃性政治内涵,推动技术下沉,重塑具象化传输内容,优化和提升传播效果,助力乡村振兴,建设美丽中国。

Rural revitalization is an important step for the whole Party to mobilize the whole society for continuous struggle in the new era.Telling well the story of rural revitalization is an important means to strengthen the identity of rural revitalization,enhance the people’s willingness to participate in rural revitalization,and improve the effect of rural revitalization.The era context of visual turn,rich abstract connotation and developed visual communication tools make rural visual communication an inevitable choice to adapt to the map reading era.The present visual communication of rural revitalization is actively looking for visual symbols that conform to the audience’s reading and listening habits for reasonable sorting and localization strategy conversion through rural revitalization achievements and image display,rural revitalization process and short video interaction,poverty alleviation live broadcast and immersive experience.The visual communication needs to strictly control the mechanism,create a clear communication ecology,broaden the narrative platform,soften the serious political connotation,promote the technological diffusion,reshape the concrete transmission content,optimize and improve the communication effect,and help the rural revitalization to build a beautiful China.