| 视觉传播机制ACTS模式——以新闻图像为例 |
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| 引用本文： | 宁海林.视觉传播机制ACTS模式——以新闻图像为例[J].西北大学学报(哲学社会科学版),2012,42(3):163-167. |
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| 作者姓名： | 宁海林 |
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| 作者单位： | 浙江大学 传媒与国际文化学院,杭州 310058;浙江理工大学 艺术与设计学院,杭州 310058 |
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| 基金项目： | 国家哲学社会科学基金课题(11BXW035)阶段性研究成果;浙江省教育厅科研项目(Y200909256) |
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| 摘 要： | 图像在现代传播中发挥越来越大的作用。它看似简单明了,实际上却是一种文化表征,隐含着不少"迷思",把握起来并不容易。本文将图像作为文本,基于符号学理论和阿恩海姆视知觉形式动力理论,提出了视觉传播机制ACTS模式,即从吸引注意(Attention)、引向内容(Content)、展现主题(Theme)和积淀为符号(Symbolic)四个层面来解析视觉传播机制,从而在一般意义上揭示了图像从视知觉形式层面到文化意义层面的传播机制。
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| 关 键 词： | 新闻图像 视觉说服 ACTS模式 |
Visual Persuasive ACTS Model of News Images |
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| NING Hai-lin.Visual Persuasive ACTS Model of News Images[J].Journal of Northwest University(Philosophy and Social Sciences Edition),2012,42(3):163-167. |
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| Authors: | NING Hai-lin |
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| Institution: | NING Hai-lin1,2(1.College of Media and International Culture Zhejiang University,Hangzhou 310058,China;2.College of Art and DesignZhejiang Sci-tec University,Hangzhou 310018,China) |
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| Abstract: | The visual impact and persuasive aspects of news images are important in modern communication.The two elements affect the unconscious beliefs and behaviors of viewers.Regardless of whether photographer of readers put concepts,emotions and experiences into the creation of images of purpose or not,news images usually contain social power and ideologies.So it is not so easy to grasp the news pictures,in fact,it contains a great number of "myths" though seem to be clear.News images are viewed as a text,and the paper put forwards to the visual persuasive ACTS(Attention Grasping,Content Directing,Theme Representing and Symbolic Depositing) model based on American art psychologist Rudolf Arnheim’s theory of visual perceptional dynamics to analyze news pictures.From this method,communicators can learn what makes successful news images.ACTS can also tell the viewers how their attitudes and behaviors are influenced by news images. |
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| Keywords: | news pictures the visual persuasive ACTS model |
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