视听影像传播, 大众文化场域, “互联网+”, 显性转向, 治理构想

In the context of the contemporary visual turn, audiovisual media function not only as a means of information dissemination but also as a cultural phenomenon embedded within the social system. They have become an explicit vehicle in the field of popular culture, exerting unprecedented impacts on the cultural ecology and the social environment. A review of the development process and existing state of video communication reveals that audiovisual media, supported by digital technology and the“Internet Plus”model, possess stronger developmental momentum than text-based communication. On one hand, audiovisual communication has positive effects, such as fulfilling the public’s spiritual and cultural needs, generating economic benefits, and diversifying the transmission and reception of information. On the other hand, it also leads to negative consequences, including user alienation, the dilution of rationality, and infringement of rights. Therefore, it is essential to develop governance strategies to address inappropriate or harmful audiovisual content, thus fostering a healthy creative environment and ensuring the orderly development of the industry.

audiovisual communication, field of popular culture, “Internet plus”, explicit turn, governance proposals