草根传媒文化的视觉语言分析

Visual Language Analysis of Grassroots Media Culture

草根传媒文化伴随当代中国社会转型而迅速崛起,进而衍生出了别具一格的视觉语言符码,以及耐人寻味的表意方式、修辞技法和话语体系。在叙述方式上,草根视觉文本体现出了强烈的"原生态"特质,从而消解了主流传媒文化中五花八门的修饰、点缀和渲染,并给人以强烈的感官震撼和视觉冲击。与此同时,在草根媒介貌似中立、透明的语言表述中,依然潜藏着某些高度"戏剧化"的表征逻辑,潜藏着诸多蓄意为之的煽动、暗示和诱导。上述视觉策略往往作用于公民在特定情境下的身份意识与群体认同,不仅使他们产生了强烈的"代入感"和普遍的精神共鸣,也变相实现了对一个"想象的共同体"的追问、整合与重构。

Grassroots media culture rise with transformation of Chinese contemporary society,and generating distinct visual language codes,as well as meaningful ideographic modes,rhetorical techniques and discursive systems. Grassroots visual texts show 'original'characteristics in terms of narration,thus effacing all kinds of modifications and exaggerations in mainstream media culture,and provoking intense sensory shock and visual impact. At the same time,in the seemingly neutral and transparent expressions of grassroots media culture,there are still some highly 'dramatic'logics of visual representation,as well as various deliberate incitements,allusions and inducements. The above-mentioned visual tactics act on the citizens' identity consciousness and group identification in particular situations,not only cause the empathetic feeling and the universal spiritual resonance,but also allow for the tracing,integrating and reconstructing of an 'imagined community'in an indirect way.