On The Aesthetic Turn Of Chinese Facial Culture In The Process Of Medi

The face is part of the human body above the chin and below the forehead and is the most important image embodiment of the human.It has four attributes,including natural,semiotic,social,and cultural attributes.However,the vivid and vital face has been transformed into cold symbol and commodity in the digital media era,and the natural face has been endowed with meanings beyond natural attribute.Medium Gesicht.Die faciale Gesellschaft,Tomas Macho mentioned,People lives in a facial society that constantly produces faces.Facial society counters the absence of real faces in the public sphere with a proliferation of images,which replace and compete with faces(Tomas Macho,1996).Hans Belting quotes Thomas Macho in Faces :Eine Geschichte des Gesichts and says that the face is constantly being devalued and reduced to a cheap commodity that can be seen everywhere in the mass media of the "facial society"(Hans Belting,2017).The "facial society" is adapted to the current media environment-the separation of the face and the body,as well as the interweaving of the virtual and the real.Facial culture is a cultural phenomenon which produced and formed in the mass media and its communication activities,including the production,consumption,and dissemination of its media products.Facial culture comprises public thoughts,concepts,value orientations,life attitudes,and behavior patterns related to faces and the cultural appearance consistent with the ideologies,genuine relationships,and social life corresponding to them.Under the wrapping of consumer society and visual culture environment,and the promotion of media communication and technology,the natural face begins to separate from the body,and the aesthetics of the public on the face has changed.The aesthetic characteristics have gone from being influenced by foreign countries away from Chinese aesthetics to returning but with a sharp aesthetic criticism.The aesthetic object has also shifted from the face in reality to the face in the screen.The public life is inundated with faces from the screen;the traditional aesthetic imagery is disintegrated while the symbolic aesthetic imagery is on the rise.And aesthetic psychology has changed from spiritual pursuit to the release of mere desire to a purely utilitarian gaze.The shift in the aesthetic of facial culture reveals many problems we face today,such as the blurring of identity and the social phenomenon of face alienation.This essay proposes the concept of "facial culture" based on the "facial society" mentioned by Tomas Macho.Take the turn of Chinese facial culture aesthetics in the media process as the theme,analyzes the crisis,and proposes measures accordingly.Aiming to help the public to know themselves and their identity,maintain the appropriate aesthetic perception,inherit the spirit and connotation of the Chinese aesthetics,and establish a Chinese facial culture.