何为视觉修辞--图像议题研究的视觉修辞学范式  

Understanding Visual Rhetoric:Research on the Paradigm of Visual Rhetoric in Visual Studies

作　　者：刘涛[1,2,3] LIU Tao

机构地区：[1]暨南大学新闻与传播学院 [2]武汉大学媒体发展研究中心 [3]教育部

出　　处：《湖南师范大学社会科学学报》2018年第6期1-11,共11页Journal of Social Science of Hunan Normal University

基　　金：国家社会科学基金重大项目“视觉修辞的理论、方法与应用研究”(17ZDA290)

摘　　要：一个学科领域成熟的标志是研究范式(paradigm)的确立。作为一个新兴的学科领域,视觉研究的基本思路是"理论演绎",也就是从成熟的学术传统中征用相应的学术范式。立足于不同的学术传统,视觉研究的代表性学术范式可以概括为视觉修辞学、视觉符号学、视觉语用学、视觉语义学、视觉阐释学、视觉心理学、视觉形态学、视觉风格学、视觉社会史、视觉文化研究、图像哲学。作为一个跨学科研究领域,视觉修辞学不同于其他研究范式的"问题域"体现在五个方面——修辞语言问题、修辞效果问题、修辞传播问题、修辞策略问题和修辞批评问题。这五大"问题域"构成了我们理解视觉修辞学范式的五个理论维度:在意义机制上,视觉修辞更强调修辞结构;在符号行动上,视觉修辞更关注修辞效果;在发生场域上,视觉修辞起源于传播语境;在文本实践上,视觉修辞更强调文本生产;在批评模式上,视觉修辞更强调修辞批评。The sigh of a disciplinary getting mature is the establishment of research paradigm. As an emerging disciplinary, the basic visual studies approach is inductive exploration, through which symbolic/textual research paradigms are recruited and used to inquire into the adaptability and reasonability of their application onto visual subjects. The representative academic paradigms of visual studies include ： visual rhetoric, visual semiology, visual pragmatics, visual semantics, visual hermeneutics, visual psychology,visual morphology, visual stylistics, visual history, visual culture studies and visual philosophy. As an interdisciplinary research are a, visual rhetoric is different from other visual research paradigms in terms of the ＂research field＂, which is manifested as five ana lyric perspectives of visual rhetoric ： from the perspective of meaning production, visual rhetoric emphasizes more the rhetorical strue ture; from the perspective of symbolic action, visual rhetoric pays more attention to the effect of rhetoric; from the perspective of research area, visual rhetoric is originated from the context of conmmnication; from the perspective of visual practice, visual rhetoric stresses more the production of text;from the perspective of criticism paradigm, visual rhetoric emphasizes more the rhetoric critieism.

关 键 词：范式 学术传统 视觉修辞学 视觉符号学 修辞结构 修辞传播 问题域 

分 类 号：H05[语言文字—语言学]