摘要
学界对视觉文化的定义主要涵盖视觉性和社会性两个维度。当代视觉文化与消费主义意识形态高度结合,这正是视觉文化社会性维度的体现。视觉文化通过图像符号构筑了一个庞大的景观系统,以消费为路径在日常生活领域进行全面渗透,改变了大众的思想观念和行为方式,形成了"视觉文化意识形态"。视觉文化意识形态对主流意识形态造成了冲击,必须以一种更为积极的态度尽可能地消解视觉文化意识形态所带来的负面效应。为此应揭示当代视觉文化的意识形态本质,剖析视觉文化背后蕴含的价值观念、社会结构、社会关系,在此基础上进一步研究视觉文化意识形态的治理路径。从三个层面展开研究:一是在发达工业社会中弱化以技术理性为根基的意识形态的消极影响,是西方马克思主义意识形态批判理论所关注的主要问题。马尔库塞和德波作为西方马克思主义的代表从人与自然、技术、艺术等层面的关系角度提供了超越视觉文化意识形态的一般性的解决方案。在马克思主义的立场上对这些方案进行批判吸收和借鉴,将有助于弱化景观化的视觉文化意识形态操控。二是在视觉文化的图像霸权地位逐渐突显以后,国内外的很多学者主张推动视觉性为主导的图像文化向理性、话语、倾听为主导的文化模式转型。有的学者主张重建阅读文化,有的学者提出了听觉文化、触觉文化,这些文化转型的探索将是超越视觉文化意识形态的有益尝试。但是阅读文化、听觉文化、触觉文化都不应以一种文化霸权的形式存在。而是应积极推动马克思主义为主导的视觉、听觉等文化形态的并存发展才能更加有助于削弱视觉文化的霸权地位,弱化其负面效应。三是马克思主义意识形态是我国的主流意识形态,既要坚持马克思主义意识形态在视觉、听觉等不同文化形态中的主导地位,又要对其进行理论和实践层面的创新。因此马克思主义意识形态应打破传统传播观念的束缚,积极吸收视觉文化感性层面的传播优势。通过推进马克思主义意识形态的视觉化传播使之融入到人民大众的日常生活,在扩大其传播效应和影响力的同时也对视觉文化进行引导和治理。
The academic definition of visual culture mainly covers two dimensions： visuality and sociality. The combination of contemporary visual culture and consumerism ideology is the embodiment of the social dimension of visual culture. Visual culture builds a huge landscape system through image symbols, and comprehensively infiltrates the daily life field with consumption as a path, changing the public＇s ideas and behaviors, and forming a ＂visual culture ideology＂. Visual cultural ideology has had an impact on mainstream ideology. We must dispel the negative effects of visual cultural ideology as much as possible with a more positive attitude. To this end, we should reveal the ideological essence of contemporary visual culture, analyze the values, social structure and social relations behind visual culture, and further study the governance path of visual cultural ideology. Research starts from three levels： First, weakening the negative influence of ideology based on technical rationality in developed industrial society is the main concern of Western Marxist ideology critical theory. As a representative of Western Marxism, Marcuse and Debord provide a general solution that transcends visual cultural ideology from the perspective of the relationship between man and nature, technology, art, etc. From the Marxist standpoint, the critical absorption and reference of these programs will help to weaken the manipulation of visual cultural ideology of spectacle. Second, after the image hegemony status of visual culture has gradually emerged, many scholars home and abroad advocate the transformation of the visual-oriented image culture to the cultural model dominated by rationality, discourse and listening. Some scholars advocate the reconstruction of reading culture. Some scholars have proposed auditory culture and tactile culture. The exploration of these cultural transformations will be a useful attempt to transcend visual cultural ideology. However, reading culture, auditory culture, and tactile culture should not exist in the form of a cultural hegemony. Instead, it should actively promote the coexistence and development of cultural forms such as visual, auditory and reading that are led by Marxism, which can help to weaken the hegemonic position of visual culture and weaken its negative effects. Third, Marxist ideology is the mainstream ideology in China. We must adhere to the dominant position of Marxist ideology in different cultural forms such as vision and audition, and we must carry out theoretical and practical innovation. Therefore, Marxist ideology should break the shackles of traditional communication concepts and actively absorb the communication advantages of visual culture. By promoting the visual communication of Marxist ideology and integrating it into the daily life of the people, and expanding its communication effects and influence, it also guides and governs the visual culture.
作者
刘伟斌
LIU Weibin(School of Marxism,Northeast Normal University,Changchun 130024,China)
出处
《四川理工学院学报（社会科学版）》
CSSCI
北大核心
2018年第5期48-58,共11页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
基金
国家社会科学基金项目(18CKS047)
