“中国梦”视觉传播的逻辑与进路

The Logic and Approach of Visual Communication of “China Dream”

“中国梦”是新时代国家核心价值观的集中体现,采用视觉化方式讲好“中国梦”是顺应读图时代的必然选择。“中国梦”的视觉传播契合读图时代的受众需求,“中国梦”内涵的丰富性和抽象性要求创新传播形式,视觉技术发达使“中国梦”视觉传播成为可能。“中国梦”视觉传播呈现出多元传播主体参与、媒介空间“超真实”融合发展、视觉形式创新运用、内容制作奇观化的境况。“中国梦”视觉传播存在政治宣传模式犹存、文化差异与多元解读造成信息理解偏差、庸俗娱乐化内容频现等问题,应该充分调动各类传播主体的参与热情,增强传播语境的适应性与融入性,营造清朗的“中国梦”视觉传播生态,“内化于心,外化于行”,提升“中国梦”的号召力、感染力和影响力。

“China dream”is the concentrated expression of the national core values in the new era.It is an inevitable choice to speak well of the“China dream”in visual way in the era of reading pictures.The visual communication of“China dream”meets the needs of the audience in the era of picture reading,the richness and abstraction of the connotation of“China dream”require innovative communication forms,the advanced visual technology makes the visual communication of“China dream”possible.The visual communication of“Chinese dream”presents the situation of multiple communicators participation,the fusion development of media space“super real”,innovative application of visual form,and spectacle of content production.There are still some problems in the visual communication of“China dream”,such as the existence of political propaganda mode,the deviation of information understanding caused by cultural differences and multiple interpretations,and the frequent occurrence of vulgar entertainment content.Therefore,we should fully mobilize the participation enthusiasm of all kinds of communicators,enhance the adaptability and integration of the communication context,and create a clear visual communication ecology of“China dream”,internalize in the heart and externalize in the practice,to increase the appeal and influence of“China dream”.