The Study Of The Media Convergence And Receivers' Feature In The Post Image-reading Era

"No matter what images would turn to be, what we should understand is that it is not a return to the childish mimetic theory, the replication of characterization, and the correspondence theory, or a regression of the metaphysical'existing'image as well; it should be a kind of post-linguistic, post-semiotic rediscovery of image......" In modern times, the media culture is consistently reformed, coming with the technical update of the electronic communication era; meanwhile, media technology directs to favors of the convenience and rapidness of communication, which is certain development of iconization and visualization. Media culture has displayed as a visual image, which reveals that the transformation from the image-reading era to the post image-reading era is proved to be unquestioned.Chapter one discusses the approaches of realizing the transformation from the image-reading era to the post image-reading era, and the primary features of visual communication in the post image-reading era. Which includes:integration of multiple medium forms, interacting situation of visual communication, customized production of visual contents. In the process of transformation, promotion of the progress of internet technology functions crucially and powerfully.Chapter two explores that the relationship between communication and conception. Since the relation between senders and receivers has been changed, communicating and conceiving production and consumption turn to be a normal situation; furthermore, there is a deep communication happens between the audiences originally unconnected previously.Chapter three analyses the integration of multiple mass medium forms:on one hand, because of the feature of image of characters, the substitution for cartoon facial expression, ratified designing methods and effects of characters are enriched due to the related software; On the other hand, medium integration is the mainstream, which stresses that how to organically integrate multiple visual communication medium forms is the key point. The traditional mass media march towards the digital area, occupy the top of visual communication, create newly emerged video website audaciously, pose the conception of comprehensive media via alliance. Finally, the most advanced form and direction of medium integration would be the terminate integration.Chapter four analyses the new features of public audience in the post image-reading era, which are individualization, democracy and duality.Chapter five reveals that the social cultural impact and potential problems emerge in the post-reading-image era from different perspectives. The post image-reading era generates a "simulacrum cultural world", which can be perceived as a philosophical meaning of "the existence of absence". Furthermore, this era raises a revolutionary tide of visual consumption which leads to a marketing revolution. Meanwhile, some shallow reading tastes are generated within the post image-reading era which may be also confronting with the potential bottleneck-the sin of copyright, which may constrain its development. Whether the new mode of exploration would succeed or not is still waiting to be seen.