乡村世界的图像化建构:当代中国短视频文化的“乡村图像”书写  

The Pictorial Construction of the Rural World:The Writing of“Rural Image”in Contemporary Chinese Short Video Culture

作　　者：柴冬冬 CHAI Dong-dong(School of Cultural Creativity and Media,Hangzhou Normal University,Hangzhou,Zhejiang,311121)

机构地区：[1]杭州师范大学文化创意与传媒学院,浙江杭州311121

出　　处：《深圳大学学报（人文社会科学版）》2023年第5期126-135,共10页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：国家社科基金青年项目“当代中国短视频文化的‘乡村叙事’研究”(21CZW011)。

摘　　要：“乡村图像”是指乡村世界被媒介再现与建构而生成的一种可见可感的图像。它既是人们认知、理解和阐释乡村的基本路径,也是乡村文化的重要表征物。当代中国短视频文化在展示乡俗、乡物、乡景、乡味的过程中,推动了一种新的“乡村图像”的出场,实现了乡村可见性的重构。新的“乡村图像”遵循想象-图像的生产逻辑,具有景观性与世界性的特点。景观性意指短视频文化将乡村从现实语境中分离出来,成为一种弥散的图像景观,包括物理图像、认知图像和交往图像。世界性意指短视频文化构建出了新的乡村图像信息场,场本身即是情境和媒介,它连接了展示者的世界与观看者的世界,并为二者提供新的世界经验。“乡村图像”是融合了技术性与文化性的图像体制,它调和了图像审美品味与乡村审美品味的关系,使不同主体形成了共同的感知基础。同时,它也是从古典到现代的中国乡村文化经验的当代化重构,是乡村元素的精神性和物质性图像的综合体,是理解当代中国乡村文化的重要“方法”。“Rural image”is a kind of visible and perceptible image generated by the reproduction and construction of the rural world by the media,which is not only the basic path for people to recognize,understand and interpret the countryside,but also an important representation of rural culture.Contemporary Chinese short video culture promotes the appearance of a new“rural image”and realizes the reconstruction of rural visibility in the process of displaying rural customs,things,scenery and tastes.The new“rural image”follows the production logic of imagepicture,which has the attributes of landscape and world.Landscape attribute means that short video culture separates the countryside from the real context and becomes a dispersed image landscape,including three levels of physical image,cognitive image and communication image.World attribute means that short video culture builds a new rural image information field,which itself is the living situation and media.It generates an invisible perceptual structure,connects the world of the presenter and the world of the viewer,and provides new world experience for both.“Rural image”is an image system integrating technology and culture,which harmonizes the relationship between image aesthetic taste and rural aesthetic taste,so that different subjects form a common perception basis.At the same time,it is also the contemporary reconstruction of the experience of Chinese rural culture from classical to modern.It is a complex of recognizable spiritual and physical images with“rural”elements,and an important“method”to understand contemporary Chinese rural culture.

关 键 词：短视频 乡村图像 乡村文化 可见性 图像体制 乡村世界 

分 类 号：G206[文化科学—传播学]