屏幕媒体视觉传播变革研究

A Study on the Transformation of Screen Media Visual Communication

本世纪以来,数字、网络、视觉传播技术下,一场基于屏幕的媒介话语和传播变革正在进行。较于传统非屏幕媒体,屏幕媒体缘其虚拟移动的视觉文化特质引动了即时互现、历时衔接和共时并置的视觉传播,并由此召唤以屏幕投放为主导、以屏幕接触为依据、以屏幕整合为模式和效果的传播生态系统。

Since the beginning of this century, with the developments of digital, network and visual technologies, a screen-based media discourse and communication transformation has taken place. Compared with the traditional non-screen media, due to their own virtual and mobile visual peculiarities, screen media brought about the visual communication modes including the instant interaction, sequential connection and simultaneous juxtaposition, which call for an ecological communication system based on screen media.