当代西方政治传播的视觉转向与民主困境  

The Visual Turn and Democratic Dilemma of Contemporary Western Political Communication

作　　者：庞金友[1] 赵洁 PANG Jinyou;ZHAO Jie(School of Political Science and Public Administration,China University of Political Science and Law,Beijing 100088,China)

机构地区：[1]中国政法大学政治与公共管理学院,北京100088

出　　处：《吉首大学学报（社会科学版）》2023年第3期87-98,共12页Journal of Jishou University(Social Sciences)

基　　金：国家社会科学基金重大项目(21&ZD159)。

摘　　要：图像信息的本质属性和视觉认知的内在规律决定了视觉图像在政治传播中拥有天然优势。借助不断升级的视觉技术,视觉图像内在的生动形象、直观具体、再现共鸣、包容多重等属性被不断强化,政治传播呈现出深度的视觉转向态势,不仅图像得到普遍运用,而且愈发占据重要地位,持续深入发展。在西方以政治竞选为中心展开的政治传播活动之中,这种深度视觉转向又引发了一系列的政治传播新趋势:一方面向以形象塑造为核心的专业化和以特定人物为焦点的个人化倾斜,一方面向以感性主义为内核的情感性和以受众认知为目标的劝服性偏移。随着西方现实政治的重心逐渐围绕视觉元素展开和运转,视觉政治日显其重,由此引发出民主选举审美化、政治认同个人化、政治态度偏执化、民主运转病态化等新症候,对当代西方政治格局和民主秩序构成了重大冲击和挑战。The essential attribute of image information and the inherent law of visual cognition determine that visual image has natural advantages in political communication.With the continuous upgrading of visual technology,the inherent attributes of visual image,such as vividness,intuition,concreteness,resonance and inclusiveness,have been continuously strengthened,and political communication has shown a deep visual turn.The image has been widely used,taking a more and more important position and continuing to develop.In the political communication centered on political campaign in the West,this deep visual turn has triggered a series of new trends of political communication:one is the specialization with image shaping as the core and personalization with specific characters as the focus,and the other is the persuasiveness deviation to the sensibility with sensibility as the core and the audience cognition as the target.As the focus of western realistic politics gradually revolves around visual elements,visual politics is becoming more and more important,which leads to new symptoms such as aesthetic of democratic election,individualization of political identity,paranoia of political attitude,morbid operation of democracy and so on,posing a great impact and challenge to the contemporary western political pattern and democratic order.

关 键 词：政治传播 视觉转向 视觉政治 民主困境 

分 类 号：G206[文化科学—传播学] D61[政治法律—政治学]