政治传播中的视觉修辞流变
On the Evolution of Visual Rhetoric in Political Communication

摘要 本文认为，政治传播中的视觉修辞在新闻纸、电视和新媒体时代经历了流变，纸媒时代的政治视觉修辞依旧是文字修辞的附庸；电视时代的视觉化政治说服成为主流，文字修辞退居其次；新媒体时代的政治传播则呈现狂欢化的视觉祛魅；未来的视觉修辞和文字修辞不再是“感性”与“理性”的二元对立，而是呈现综合修辞的融合趋势。
This paper believes visual rhetoric in political communication evolves in newspaper, TV and new media eras: in newspaper era, political visual rhetorics are subsidiaries of verbal rhetoric; in TV era, visualized political persuasion becomes mainstream, and verbal rhetoric retreats secondly; in new media era, political communication exhibits carnival visual disenchantment; the future of visual rhetoric and verbal rhetoric will no longer to be binary opposition of "sensibility" and "rationality", but demonstrate the trend of comprehensive convergence