论当代报纸视觉传播特点及其价值 ――基于“静态”图像与“动态”图像的分析
Exploring the Visual Communication Characteristics and Values of Contemporary Newspapers--Based on the Analysis of “Static” Image and “Dynamic” Image

摘要 世界报业进入所谓“现代化时代”的一百多年来，伴随着社会发展和技术进步，报纸日渐改变原先主要依赖文字符号传播信息的面貌，越来越注重形象符号的传播作用，从而形成当代报业的“视觉传播”潮流。然而我国的一些报纸在学习借鉴相关经验时，时常停留于对其方式和手段的机械式搬用，缺乏对其内涵和意义的深入认识，因而时常被人诟病为“花哨”或“浅俗”，这无疑不利于我国报业的未来发展。本文基于对报纸“静态”图像和电视“动态”图像不同传播特点及社会、文化作用的分析，对报纸的视觉传播问题提出一些看法和建议，希望能引发更多的相关思考。
More than a hundred years after the world’s press entered the so called “modernization” period, along with social development of society and technological advancement, newspapers changed from mere usage of words and symbols in spreading information to paying more attention to the function of symbolic images, which formed the trend of “visual communication” of the contemporary newspapers. However，Chinese newspapers usually focused too much on the mechanical imitation of the methods, lacking deeper understanding of its meaning and significance, criticized as being gaudy. This is definitely not advantageous to the future of the Chinese newspaper industry. The thesis, based on the analysis of distinct characteristics between the “static” image in newspapers and the “dynamic” image in television, as well as social and cultural influences, aims to offer opinions and suggestions on the visual communication of newspapers, which hopefully will encourage relevant discussions