摘要
视觉传播语境下,文本以及修辞的全新转向,正将城市形象的建构与传播指向新的传播进路。置身全球化时代日趋激烈的竞争中,城市形象的经济功能、社会功能和人文功能不断增强,成为城际差异化竞争的重要资本。城市形象的传播也伴随着大众媒体的空前繁荣和网络媒体的兴起,在媒介形态的交互重构中,不断构建新的感知维度。技术赋能下,影像的生产、存储、传播在实践层面得到了极大丰富,视觉元素一跃成为传播的关键要素,彻底改变了内容生产模式与传播模式。“视觉传播”语境下的多元化、数字化、场景化的图文影像日渐成为城市形象传播中创造、表征、传递意义的重要手段,在受众的互动参与下,形成了信息的重组与扩展,全面重塑了人们对于城市的形象认知和空间想象。经由视觉传播,城市形象传播步入了全新的叙事维度,呈现出与传统媒体时代截然不同的传播转向,从文本形态、受众模式、认知体系等方面加速了传播范式的转移。5G时代传播生态被进一步颠覆,高速率、低时延、广覆盖的网络技术的推进,不仅使影像传播进入高清超高清的视域,更带来长短视频、慢直播、云直播的快速崛起,推动UGC、OGC、MGC、PUGC、PUGV维度的内容模式,彻底打破了内容生产的底层逻辑,依靠移动设备、定位系统、社交媒体、大数据和传感器,触发了更多的数据入口,以及互动影视、VR/AR/MR/XR、360度全景等互动沉浸的传播场景。城市空间和经济文化的重组更新,使城市景观、建筑、美食、文化、产业等符号体系,承载了越来越丰富的视觉内涵。在全新的“观看”中,基于直观感知与主观创造的视觉对话被大量运用到形象建构中,现实空间与虚拟空间、网上社群与线下圈层的界限被彻底打破、重构,视觉语言超越了技术性的“在场”功能,在跨媒介交互中形成了协作
In the context of visual communication,a brand-new shift in textual and rhetorical content is leading the production and spreading of city image to a new path.With the intense urban competition,the economic function,social function and humanistic function of city image have been constantly strengthened,which have become an important capital.With the unprecedented prosperity of mass media and the rise of online media,the dissemination of city image is also in the interactive restructuring of media forms.It continuously constructs vivid and diverse new perception and new dimension.In the technology-enabled era,the production,storage and dissemination of images have been greatly enriched at a practical level.Visual elements have become the key elements of dissemination,which have completely changed the mode of content production and dissemination.In the context of“visual communication”,the graphics communication,which is pluralistic,digital and scenario-based,has become an important means of creating,revealing and meaning imparted in the dissemination of city image.Under the interactive participation of the audience,the recombination and expansion of information has been completed,which has remodeled people’s image cognition and spatial imagination of the city.City image dissemination has stepped into a new narrative dimension via visual communication,which has presented a completely different dissemination turn compared to the traditional media era.The transfer speed of dissemination paradigm has been accelerated from the text pattern,audience model,cognitive system and other aspects.The dissemination ecosystem is completely revamped in the 5G era,and the network technique,which is high-speed,low latency and wide coverage,not only makes the image spread into the vision of HD and UHD,but also brings the rapid rise of long and short video,slow live broadcast and cloud live broadcast.It promotes the content mode of UGC,OGC,MGC,PUGC、PUGV dimensions and completely breaks the underlying logic of content productio
作者
黄琳
HUANG Lin(Institute of Journalism and Communication,Sichuan Academy of Social Sciences,Chengdu 610000,China)
出处
《四川轻化工大学学报（社会科学版）》
CSSCI
北大核心
2020年第6期84-100,共17页
Journal of Sichuan University of Science & Engineering：Social Sciences Edition
基金
国家社会科学基金项目(20BXW060)。
关键词
5G
城市形象
视觉传播
视觉修辞
视觉文本
视觉符号
符号解码
5G
urban image
visual communication
visual rhetoric
visual text
visual symbol
symbol decoding
