视觉修辞现代发生的知识学谱系及其话语生产

Knowledge Genealogy of Modern Occurrence of Visual Rhetoric and Its Discourse Production

作为修辞学在视觉场域的定向实践,视觉修辞的现代发生一方面缘于对传统修辞学“劝服”意旨的接纳与承继,它赋予视觉修辞作为修辞学的族群身份与审美基因;另一方面又得益于新修辞学对修辞实践对象谱系的拓展,它赋予视觉符号作为一种非语言的他者符号介入修辞场域的理论合法性。罗兰·巴特对“图像修辞学”的学术验证与文本实践将视觉符号的修辞实践导向现实,贡布里希则从艺术史的视角为这一修辞实践提供了理论支撑与经验范式,而“图像转向”的文化语境在加持视觉修辞现代实践的同时,也为媒介修辞、实物修辞以及空间修辞的属种衍化提供了可行性方案。由此架设的知识学谱系不仅成为视觉修辞现代发生的理论框架,而且也是这一修辞范式的实践根基。

As a directed practice of rhetoric in the visual field, the modern occurrence of visual rhetoric, on the one hand, is derived from the acceptance and inheritance of the persuasion intention of traditional rhetoric, which endows visual rhetoric with the ethnic identity and aesthetic gene of rhetoric;on the other hand, it benefits from the development of new rhetoric in terms of the genealogy of rhetoric practical objects. It gives the theoretical legitimacy of visual symbols as non-verbal signs of the other to intervene in the rhetorical field. Roland Barth’s academic verification and textual practice of image rhetoric has led the rhetorical practice of visual symbols to reality, and Gombrich has provided theoretical support and empirical paradigm for the rhetorical practice from the perspective of art history. The cultural context of image turning, however, not only facilitates the modern practice of visual rhetoric, but also provides a feasible plan for the generic derivation of media rhetoric, physical rhetoric and space rhetoric. The constructed knowledge genealogy, therefore, is deemed as the theoretical framework of modern occurrence of visual rhetoric, and also as the practical foundation of the rhetorical paradigm.