中国当代大众文化的视觉建构问题调研报告

Investigation Report on Visual Construction of Popular Culture in Contemporary China

大众文化作为中国当代社会最具代表性的文化形态,包含了极为重要的视觉建构问题。以相关研究文献为依据,通过对大众传播媒介和受众的二手调研数据、采用社会学抽样方法进行的一手问卷调查数据进行综合分析,至少可以在如下三个方面为我们深入探讨大众文化现象提供实证依据:第一,大众文化依托视觉主导的当代传媒形态,为我们提供了源源不断的视觉享乐产品,和以视觉方式把握这个世界的基本法则。第二,视觉形象生产的跨媒介转向,为大众文化提供了更多元化的媒介选择和视觉形象生产方式。第三,大众文化中的视觉素养问题表明,在视觉意识形态主导受众视觉素养的高低与价值观形成的同时,受众本身的视觉素养与价值观也影响着大众文化的整体面貌。

As the most representative cultural form in contemporary Chinese society,popular culture contains a very noticeable issue of visual construction. Based on relevant theories of popular culture,this paper analyses the survey data on mass media and the questionnaire survey data with sociological sampling method. On this basis,some empirical evidence in the following three aspects can be revealed: firstly,based on the contemporary formation of mass media and its visual dominance,popular culture shows a flow of products for visual enjoyment,and the basic rules of how to grasp the world with a visual way. Secondly,the cross- media turn in visual image production provides popular culture with more diversified choices of media and approaches to products of visual image. Finally,the problem of visual literacy in popular culture shows that visual ideology dominates the levels of people's visual literacy and values,and at the same time,people's visual literacy and values can also affect the overall condition of popular culture.