“看”比读“好”——论图像文化转向的必然性

从人类的认识本性、受众心理、交流特征、文字文化的局限性、现代科技以及市场机制等方面，论证了作为后现代社会的文化形态——图像文化转向的必然性，并将图像文化时代到来的第一原因归结为人类爱“看”的认识本能，其他的原因与要素，都是围绕着人类爱“看”的这一认识本性而展开的。

"Watching" Is Better Than "Reading": Necessity for the Turn of Image Culture

The necessity for the turn of image culture, the cultural form of postmodern society, is demonstrated from the following perspectives： nature of human knowledge, reception psychology, human communication, limitations of the culture of writing, modern technology and market mechanism. It holds that the most important reason for such as turn is that human mankind prefers watching to reading. All the other factors are related to this preference.