论媒介图像文本与受众互动关系的重构

On Reconstruction of Interactive Relationship Between Media Image Text and Audience

从艺术图像文本到媒介图像文本转向的历史演进过程中,由于媒介技术的发展,媒介图像文本越来越具有"拟像化"的特征。媒介图像文本的不同特征,构成了与受众不同的传播互动关系;在"图像转向"时代,大众传媒构建了与受众互动关系的三重维度,即客观现实、媒介现实(拟态环境)、主观现实,媒介图像文本作为联结受众的介质,使这三种现实在受众视域中的融合成为可能,创造了具有虚拟化特征的媒介现实;同时,大众传媒语境也催生了基于媒介图像文本与受众传播效果关系的媒介修辞方式,受众通过对媒介图像文本的解构,还原并重构了关于现实的图像与意义。

Media image text has increasingly appeared the character of simulacra in development of media technology, during the process from art image text to the media image text. The differentiations in media texts have constructed different interactive relationship between media and audience. In ＂image turning era＂, mass media formed three dimensions in interactive relationship with audience： objective reality--media reality （simulacra reality ）--subjective reality. As a medium which connected with audience, media image text makes it realistic that three kinds of realities fused in the audience field of vision, and also created a media re- ality with the character of simulacra. At the same time, context of mass media produced a rhetoric method of media, which based on the relationship of communication effects between media image text and audience. Au- dience restored and reconstructed the image or meaning about reality through deconstruction of media image text.