Exploring the visual languages of Influencer by means of the visual sociology of knowledge

通过知识的视觉社会学探索影响者的视觉语言

• 批准号: 523942925
• 负责人: Professor Dr. Hans-Georg Soeffner
• 金额: --
• 依托单位: Fachbereich Geschichte und Soziologie mit Sportwissenschaft und Empirischer Bildungsforschung
• 依托单位国家: 德国
• 项目类别: Research Grants
• 资助国家: 德国
• 项目状态: 未结题
• 来源: https://gepris.dfg.de/gepris/projekt/523942925?language=en
• 关键词: Exploring; visual; languages; Influencer; means

Exploring the visual languages of Influencer by means of the visual sociology of knowledge One of the most impressive developments in the realm of contemporary platform-based in-ternet visual cultures is without doubt the rapid ascendancy and powerful communicative presence of influencer. This social figure combines a variety of communicative abilities and dexterities in the field of digital attention economy: high range and resonance, knowledge and exper-tise, knowledge transfer and dissemination competence, entertainment skills, opinion leadership, trustworthiness and authenticity, community building. The multivalent communicative effects the presence of platform-based influencing exercises rest usually upon the deployment of various film and image aesthetics. These avail themselves of the life-world embeddedness of the networked digital media and by these means generate high levels of public attention. Focussing on the platform-based visual approaches and strategies of the influencer helps make it clearer, to what extent medial mediated vision as constructive performance is nowadays hardly distinguishable from social vision. The reason for this lies in the fact that the visual orders based on the digital mediality of aesthetic practices constitute gaze communities, i.e. commonly shared social patterns of visual perception. Furthermore, what one can observe regarding this merging of media-based and social visual perception are continuous and – by means of expanded interac-tive possibilities – increasingly intensifying communication flows. They are carried und sus-tained by image surfaces and aesthetic codes that are objects of communicative interaction and negotiation between influencers and communities or followers. However multidirectional these codes and image practices across diverse communities (of followers) may be, the visual action of influencers seems to display a common essential trait: The easily recognisable, repetitive, typified and mainstreamed patterns of visual aesthetics they deploy are permeated by a visual language that stresses the exceptional status of the performer and extolls her sensational singulari-ty.This interplay of type and exception, streamlined patterns of visual performance and singu-larity claims, proximity (community building) and distance (charismatic outstanding) is the object of the proposed research project. The visual hermeneutic and sociology of knowledge approach purports to examine and work out patterns of sense-making, perception, orientation and action that structure the field of visual praxis of the image based digital influencing. The focus lies by video productions on the platform YouTube and Instagram-Postings. As regards the former research shall deploy the method of sequential analysis, whereas the interpretation of the designed photography of Instagram shall be carried out on the basis of a triangulation method.

用视觉知识社会学的方法探索影响者的视觉语言在当代基于平台的网络视觉文化领域中最令人印象深刻的发展之一，无疑是影响者的迅速崛起和强大的交流存在。这一社会人物结合了数字注意力经济领域的各种沟通能力和灵巧：高范围和共鸣、知识和实践、知识转移和传播能力、娱乐技能、意见领导力、可信度和真实性、社区建设。多价的传播效果，基于平台的影响练习的存在，通常取决于各种电影和图像美学的运用。这些利用了网络数字媒体与生活世界的嵌入性，并通过这些手段引起了公众的高度关注。关注影响者基于平台的视觉方法和策略有助于更清楚地认识到，作为建设性表现的中间媒介视觉在多大程度上与社会视觉难以区分。其原因在于，基于审美实践的数字媒介的视觉秩序构成了凝视共同体，即共同分享的视觉感知的社会模式。此外，关于基于媒体的视觉和社会视觉的这种融合，人们可以观察到的是持续的，并且通过扩大互动的可能性，日益强化的交流流动。它们由形象表面和审美代码承载和维持，是影响者和社区或追随者之间进行交流互动和协商的对象。无论这些代码和图像实践在不同的社区(追随者)可能是多方面的，影响者的视觉行为似乎表现出一个共同的基本特征：他们运用的易于识别、重复、典型化和主流的视觉美学模式被一种视觉语言所渗透，这种视觉语言强调表演者的特殊地位，并颂扬她的耸人听闻的独特性。这种类型和例外的相互作用，视觉表现和奇点主张的流线型模式，接近(社区建设)和距离(突出的魅力)是拟议的研究项目的目标。视觉解释学和知识社会学的方法旨在考察和找出意义生成、感知、定向和行动的模式，这些模式构成了基于图像的数字影响的视觉实践领域。重点在于YouTube和Instagram平台上的视频制作--发布。对于前者，研究应采用序贯分析的方法，而对Instagram设计的摄影作品的解读应基于三角法进行。