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

从视觉知识社会学的角度探索影响者的视觉语言在当代基于平台的互联网视觉文化领域，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传播存在。这个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性：高范围和共鸣，知识和专业知识，知识转移和传播能力，娱乐技能，意见领袖，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部署。这些利用了网络数字媒体的生活世界嵌入性，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了解，作为建设性表现的媒体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性的视觉秩序构成了凝视社区，即共同共享的视觉感知社会模式。此外，人们可以观察到，这种基于媒体的视觉感知和社会视觉感知的融合是持续的，并且通过扩大互动的可能性，日益加强沟通流。它们由图像表面和美学代码承载和维持，这些图像表面和美学代码是影响者与社区或追随者之间的交流互动和协商的对象。然而，在不同的社区，这些守则和形象的做法是多方面的，（追随者）可能是，影响者的视觉行为似乎显示了一个共同的基本特征：他们运用的视觉美学的易于识别、重复、典型化和主流化的模式渗透着一种视觉语言，强调表演者的特殊地位，颂扬她耸人听闻的独特性。这种类型和例外的相互作用，流线型的视觉表现模式和奇异性主张、接近性（社区建设）和距离性（超凡魅力）是拟议研究项目的对象。视觉诠释学和知识社会学的方法旨在检查和制定模式的意义，感知，方向和行动，结构领域的视觉实践的图像为基础的数字影响。重点在于平台YouTube和Instagram的帖子视频制作。关于前者的研究应部署顺序分析的方法，而设计的摄影Instagram的解释应进行三角测量方法的基础上。

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.