视觉传播中的技术理性批判——来自麦克卢汉"冷媒介"说的议题  

A Critique on Technology in Visual Communication

作　　者：李岩[1] 

机构地区：[1]浙江大学传播研究所

出　　处：《新闻与传播研究》2004年第4期34-40,共7页Journalism & Communication

摘　　要：视觉符号是指带有一定形象特征的符号,不包括文字符号(汉字也除外)。视觉传播至少可以分成三个阶段思考:形象自然地被摹仿(绘制)的阶段;图像作为符号的阶段;经由传播技术成像、刻录的阶段。 麦克卢汉关于冷热媒介的区分,探讨了技术元素控制下视觉符号给人们提供的解读条件和经验。他强调技术对于视觉符号的支配性,即在技术介入后,视觉符号如何改变人们的思维方式,建构非真实的形象世界。从这个思考引出了关于技术在视觉传播过程中发生了什么,有哪些作用;人的延伸部分是技术部分还是自然部分,延伸后对人的意义是什么等议题。 文章认为视觉传播的重要性不仅仅在于符号的图像化,它形成了视觉化观看的模式,这种模式重新建构了人与外在世界的关系。McLuhan' s theories of hot and cold media discuss that visual symbols controlled by technology provides conditions and experience for understanding the texts. He emphasizes that technology dominates visual symbols. That is to say after technology is involved, visual symbols change people's way of thinking and establish an artificial image world. He then discusses how technology changes during visuals communication, its influence and whether human extension is a natural part or a technical part as well as the meaning of such extension. This article asserts that visual communication is important not only in the visualization of symbols but also in the forming of visual watching mode that re - establishes the relation between human and the world.

关 键 词：视觉传播 麦克卢汉 冷媒介 传播技术 热媒介 建构 延伸 视觉符号 模式 议题 

分 类 号：G206[文化科学—传播学]