媒介·空间·事件:观看的“语法”与视觉修辞方法

Media,Space,and Event:The “Grammar” of Seeing and Visual Rhetoric Methodology

作为一种分析方法,视觉修辞强调对"视觉形式"的识别与分析,挖掘出潜藏于视觉本文"修辞结构"中的含蓄意指。视觉修辞的文本对象主要包括视觉化的媒介文本、空间文本和事件文本,相应地也就形成了三种不同的视觉修辞方法。媒介文本的视觉修辞方法主要强调在视觉形式与构成的"语法"基础上把握视觉话语的生产机制。空间文本的视觉修辞方法主要关注空间的功能、意义与价值是如何在空间生产的视觉逻辑中体现和深化。事件文本的视觉修辞方法主要强调图像事件中视觉化的"凝缩符号"与"新闻聚像"的生产方式及其在传播场域中的流动结构与跨媒体叙事过程。

The visual rhetoric refers to the practice and approach aimed for persuasion,dialogue and communication,which emphasis on the visualized media text,space text and event text as the rhetorical objects and are realized through a strategic use of visuals,and a strategic construction and production of visual discourse. As a research approach,the visual rhetoric stresses the identification and analysis of the 'visual forms',and explores the 'connotation'underlying the 'rhetorical structure'. The objects of visual rhetoric involve media text,space text and event text,which are visually presented. The visual rhetoric approach to media text focuses on the construction mechanism of visual discourse based on examining the visual 'grammar'. The visual rhetoric approach to space text involves looking into how the function,meaning and value of space reflect and represent visually from the production perspective of space. The visual rhetoric approach to event text underlines the ways in which the 'condensation symbol 'and 'news icons'are produced in image events,and their flowing structure and process of cross-media narratives in the field of communication.