| In 2017,the "Kids’ Gallery" launched by Tencent Public Benefit caused the sharing popular in WeChat’s Circles.Planting trees in the ant forest is still prevalent today.As of the end of 2017,more than 13 million trees shifted from the virtual to the physical.In recent years,China’s Internet charity is booming,and all kinds of new forms emerge in an endless stream.People can become the communicator through fingertips clicking and sharing.Daily activities such as sports,reading,low carbon consumption etc can become public benefit practitioners.Body,behavior,virtue and so on have become "visible",the Internet charity across geographic boundaries integrate into our cognition and experience.The development of Internet charity is rooted in the context of media society and visual era.It is inseparable from the transition of the network society.Visual production enables us to make new type of public donations.What can be seen in the Internet charity? How is it formed from invisuality to visuality? What are the mechanisms and strategies for visuality production? What is the viewer,the audience and the viewing behavior? All above are the problems that I have analyzed in this article.The research method of this paper is the case study method and the text analysis method,select the two typical cases of Ant Forest and the Tencent 9.9 Public Benefit Day in 2017.I made textual analysis and combined with interdisciplinary theories such as visuality and visual culture.From this,I analyzed and concluded the visuality production mechanism of Internet charity.This essay is divided into six parts.The first part(the introduction)introduces the research origin,significance,and innovation of the paper.The second part is the summary of research,combing the academic circles’ research on Internet charity,visuality and visual culture,so as to build a theoretical foundation for this research.The third part states the research method,introduces the situation of two cases,and the method and path of sample collection.The fourth part carries on the text analysis,analyzes and summarizes the visual content characteristics in the case.The Internet charity combines the abstract and documentary expression of the donation objects and the donation objects,taking different strategies to present the original predicament and the significance of the Internet charity.The main subject of visuality production,including enterprises,stars,individuals,government and public welfare organizations.The individual is also passively involved in visual operation while being displayed and endowed with autonomy.The fifth part puts forward the research and discovery that the mechanism of visuality production is discussed on the basis of text analysis.That is,quantification of individual behavior and emotion,production of ultra high visuality,and opening of virtual reality from plane to space.The sixth part expounds the problems and worries behind the visuality production,and carries out critical reflection,points out the implied physical training of visuality production,the rewriting of the evaluation system of virtue,the possibility of ignoring the real virtues,and the shade of invisuality. |
