| Seeing from the development of history, culture propagation goes through three phases such as spoken language culture, written culture and print culture & electronic medium culture. However, the latest revolution of culture propagation just is the fourth revolution of culture propagation that is taking place near us, that is the emergence of the digital electronic propagation. Whatever imitative electronic propagation or digital electronic propagation, this medium all extremely propagate audiovisual symbol or portrait symbol. One important indicator of information society is the development of visual culture. It contains two meanings: on broad sense the popular medium such as television, internet, advertisement and film etc. are all contained in this category; on narrow sense visual culture include literature, entertainment and performance etc. This paper uses the concept of visual culture on broad sense. The propagation of visual culture is a phenomenon of social cultural propagation, which is formed from audiovisual medium or visual medium propagation information. As a whole, visual culture has always turned into the main power of popular culture. Corresponding with the Opening policy and the development of marketing economy, visual culture in our country has taken shape the more systematic propagation system. Visual culture plays important roles on promoting the degree of internationalization and information. It becomes a necessary life mode to young people.Scholars of the West and our country research on visual culture and think that it has following features.(1)It stresses the active meaning of visual culture, which the visual culture is cultural advance after spoken language and print culture and is revolution of popular propagation medium promoted by modern technology.(2)Visual culture has the features of evident commercialization and the supremacy in consume consciousness. Visual culture in consume society is more and more obvious and popular.(3)it has not shaken off the embarrass "go no way after being awaken" and presented constructive theories and views on social control and cultural construction facing the excessive overflow of visual culture.Through the overall theoretical analyses, author thinks that: the development of modern technology plays foundation for the born of visual culture; the development features of modern city make people select visual culture; the development of consume society forms breeding ground of visual culture; theory of cultural industry guides the promotion of it. All these are the reason of visual culture.Main characters of visual culture lie in the mode of "look" compared with former culture. Print culture stress term concept, which introduces understanding and symbolism contains to people's views, imagination and thinking; visual culture stresses " figure", which provides fiction, game and entertainment for people enjoying, taking part and consuming. At the same time, it has a level besides others with performance, ceremony and popularity, which is interactive television party. It is permeated with thick festival air and popular fanaticism, which is differ from the reading with pvivacy in the age of print culture. "Figure" in visual culture is a symbol with token meaning. It indicates that consume object, especially spirit consume object, is linked together people's desire and it becomes independent consume product. Additionally, produce mode and consume mode of visual culture are played and completed by special propagation pattern.Reverse effects and problems of visual cultural propagation are reflected by following several aspects:(1)logic of commerce capital regard visual culture as a carrier of capital increase to the product of culture, which results in that visual culture becomes a consume culture and delight culture and decreases characters of cultural itself.(2)propagation of visual culture is out of control, which makes individuals to ignore the social morality and social regulation to the desire of visual image and makes c...
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