视觉文化视域中的陇东农耕文化传播研究

Research on the Farming Culture Communication inLongdong Region from the Visual Culture Perspective

以视觉文化的相关理论审视陇东地区的农耕文化,发现文化传播视角中的陇东农耕文化在现当代文化形态中呈现一种“视觉传播”现象;具体表现为以“文化节”“电子媒介宣传”“旅游”“工艺展示”为主要方式的陇东农耕文化之视觉传播现象与行为。陇东农耕文化之视觉传播的动力主要有:农耕文化的现代渴望是陇东农耕文化视觉传播的时代动力;农耕文化的产业化发展需求是陇东农耕文化视觉传播的生产动力;政府行为则是陇东农耕文化视觉传播的国家力量。

Based on the relevant theories of visual culture,the paper examines the farming culture in the eastern region of Gansu,and finds that the farming culture in the eastern region of Gansu presents a phenomenon of“visual communication”in the modern and contemporary cultural forms.Specifically,the visual communication phenomena and behaviors of farming culture in eastern Gansu are mainly manifested in“cultural festival”,“electronic media publicity”,“tourism”and“craft display”.The driving force of the visual communication of Longdong farming culture includes:the modern longing of farming culture is the driving force of the times;the industrialization development demand of farming culture is the production power of visual communication of farming culture in Longdong.Government behavior is the national power of visual communication of Longdong farming culture.