【摘要】：AR圖像傳播日益升溫,它在為多種產(chǎn)業(yè)引導(dǎo)未來方向方面的優(yōu)勢不容置疑。但是從其圖像性質(zhì)而言,AR圖像傳播有雙面性,文章將AR圖像置于視覺文化的視閾下進(jìn)行分析,指出AR圖像的實(shí)質(zhì)是營建了觀看主體與客體混合的空間,從而修改了觀看的概念。它顛覆了傳統(tǒng)的觀看范式,以全息在場的體驗(yàn)以及空間的變形使觀者沉浸其中,從而以真實(shí)性替代了事實(shí),這是其傳播的特點(diǎn),也是傳播困境的淵源。在"體驗(yàn)"式傳播、"娛樂"化傳播以及"互動"化傳播中,AR圖像傳播具有優(yōu)勢,同時也帶來傳播的危機(jī),需要注意防范。
[Abstract]:AR image communication is heating up day by day, and its advantages in guiding the future direction for a variety of industries are beyond doubt. However, from the point of view of its image properties, AR image propagation has two sides. In this paper, the AR image is analyzed under the visual culture threshold, and it is pointed out that the essence of AR image is to build a mixed space between viewing subject and object, thus modifying the concept of viewing. It subverts the traditional viewing paradigm and immerses the viewer with the experience of holographic presence and the deformation of space, thus replacing the facts with authenticity, which is the characteristic of its communication and the origin of the communication dilemma. In the "experience" communication, "entertainment" communication and "interactive" communication, AR image communication has advantages, but also brings the crisis of communication, need to pay attention to prevention.
【作者單位】： 浙江工商大學(xué)人文與傳播學(xué)院;
【基金】：全國哲學(xué)社會科學(xué)課題(16FXW006)的階段性成果
【分類號】：TP391.9
，

本文編號：2523198