视觉文化语境下移动短视频的生产与传播

Production and Dissemination of Mobile Short Video in the Context of Visual Culture

视觉文化作为一种新的文化形态的出现,带动了传媒产业新业态的发展变化,特别是短视频行业的发展异常迅速,从生产到传播呈现出技术赋权下的全民狂欢、社交网络化的场景消费、去深度阅读后的思维钝化等特点。短视频日渐成为人们主要的信息消费方式和社交渠道的同时,也带来了视觉文化传播方面的隐忧。在内容为王和体验经济的时代里,掌握视觉文化生产和传播的逻辑,对于新媒体环境下短视频的可持续发展具有重要意义。

The emergence of visual culture as a new form of culture has led to the development of the new format of media industry,especially the rapid advance of short video industry.From production to dissemination,it presents the characteristics of national carnival under technological empowerment,scene consumption of social networking,thinking passivation after in-depth reading and so on.Short videos are becoming the main way of information consumption and social channels.At the same time,they also bring about some worries about visual culture communication.In the era of content being king and experience economy,mastering the logic of visual culture production and dissemination is of great significance to the sustainable development of short video in the new media environment.