视觉框架分析:图像研究的框架视角及其理论范式

Visual Framing Analysis: The Framing Perspective and Paradigm of Visual Studies

所谓框架,意为理解事物的一套认知结构。由于视觉语法理论、视觉修辞理论、视觉思维理论分别解决了图像认知模式的意义法则、意义结构和意义图式问题,视觉框架作为一个合法的理论概念被提出。视觉框架的学术缘起,可以追溯到欧文·戈夫曼于1979年出版的《性别广告》。所谓视觉框架,意为经由视觉化的观念、方式和途径建构的一种认知模式,其运作机制体现为通过视觉再现维度的框架构造以及视觉阐释维度的框架征用,形成既定的视觉意义结构,以此锚定、架构、定义、分类、规约或阐释视觉对象的属性、内涵以及潜在的话语形式。依据视觉框架的存在形态,视觉框架分析可以细化为图像指示维度的主题分析、图像表意维度的话语分析、图像认知维度的图式分析。我们可以从视觉文本形态选择、视觉编码类目构建、视觉框架形态识别、视觉框架机制分析、视觉修辞话语批评五个内在关联的分析维度切入,完整地把握视觉框架分析的研究范式。

Frame is the cognitive structures of our understanding of the world. As studies on visual grammar, visual rhetoric and visual thinking deeply probing into the rules, structure and schema of visual cognition, visual framing, with its origin traced back to Gender Advertisement by Erving Goffman, has gained its legality as a theoretic concept. Visual framing is a cognitive model built by visualized concepts, methods and approaches, with its operational mechanism laid upon the farming construction on representational dimension and frame appropriation on semantic dimension, so that a given meaning structure comes into being in anchoring, defining, classifying, shaping and interpreting the attributes, connotations as well as the potential discourse forms of visual objects. The selection of visual texts, coding of visual category, forms of visual frames, mechanism of visual framing, and rhetorical criticism of visual discourse are the five important aspects of and constitute the research paradigms of visual framing analysis.