VISUAL COMMUNICATION
AND
CULTURAL MEANING
Directory
1 Introduction to visual communication （ 3 ）
2 Cultural Understanding ( 5 )
Introduction to visual communication
name: visual
communication
define: Take
the form of visual signals as a medium of communication.
Figure 1: firefly
Visual communication is visual organs developed the most
common way of communication between animals. In insects, birds, mammals are
common.
Distributed in eastern North America and in the middle of
a firefly, the use of light for the dialogue is very strict and standard: the
male in the low altitude flying, luminous once every 5.8 seconds, female, 2
seconds after the male light-emitting light-emitting, emitting the length of
time, and echo the empty interval, accurate every time. The length of the
optical signal, and is helpful to distinguish between different types of
fireflies, lest cause have the embarrassment of objects.
Visual communication also has the effect of warning. China's peculiar
platts antelope, goa, Africa's prairie gazelle, north American pronghorn,
unified characteristics is that their hips are visible a big white spot. When
the weakness of the antelope are found that the predator, it will prick up the
tail show this white spot, then warned fellow enemy approaches, and use white
spot in the sprints running shaking deceive the enemy.
Figure 2:
Procapra picticaudata
Cultural Understanding
A.
WAYS OF LIFE
Content of a fairly broad concept, it includes people's food,
clothing, shelter, transportation, labor work, and rest, entertainment, social
intercourse and treat people material life and spiritual life values, moral,
aesthetic, and associated with these methods. Can be understood as is in a
certain historical period and social conditions, each nation, class and life
mode of different social groups.
Figure 3:
Photography is a
hobby
b.
behavior
c.
habit
On the way of
life can be a typology analysis from multiple angles. (1) according to the main
body of the levels can be divided into different social, group and individual
three type way of life. Social life style is the general characteristics of all
members of the society lifestyle. Appeared in human history of the different
types of the social lifestyle primitive way of life, lifestyle slave society,
feudal society, capitalism social lifestyle and the socialist society, etc.
Lifestyle groups including each class, each class, of all ethnic groups, each
professional group, and family life style, etc. Large system. Personal
lifestyle from the psychological characteristics, value orientation,
relationship and the relationship between individual and society and so on
Angle can be divided into: inbound lifestyle and extroversion; Strenuous
lifestyle and decadent lifestyle; Self-supporting lifestyle and peers;
Progressive way of life and traditional way of life, and so on. A society,
group and individual lifestyle is the club meeting, the general form, special
and individual performance. (2) according to the way of life, different areas
can be divided into labor lifestyle, consumer lifestyle, leisure lifestyle,
communication, politics, lifestyle, religion, lifestyle, etc. (3) can be
divided by different communities, urban lifestyle and rural lifestyle two kinds
big. In today's world, developed countries accounted for a large proportion of the
urban population, urban way of life is the most population's way of life;
Agricultural population accounts for a large proportion of developing
countries, is still the dominant rural way of life. Accompanied with the
process of industrialization, urbanization, and urbanization city way of life
will get the corresponding development in developing countries. (4) according
to The Times characteristics, can be divided into the way of life in modern
society, the traditional social way of life. 5. According to the major economic
form, can be divided into natural way, commodity economy, the economic life.
In today's world of economic globalization, people's life
style is becoming more and more internationalization, "lifestyle"
generally refers to people's material consumption, spiritual way of life and
leisure lifestyle. It usually reflect the personal interest, hobbies and value
orientation, has a distinct era and nationality.
Figure 4: Photography is a behavior
Lifestyle is one of "socialization" is an important
content, determine the nature, level and direction of individual socialization.
Lifestyle is a historical category, with the development of the society.
Different social, different historical periods, different classes and different
professional person, has a different life in a person's ideology, and adversely
affects on a person's ideology. In a word, lifestyle changes, directly or
indirectly affects a person's ideology and values. Therefore, social life style
is through a person's ideology and the formation of psychological structure
affects a person's behavior and attitude towards society, reflects a person's
value idea. The of basic tendency that world view.
The way of life. Refers to require certain habitats,
habitat, behavior activity types, etc (behaviour), and the kinds of nutrition,
feeding method (nutrition), ways of reproduction (repro - duction), the sum of
all of the life habits. All kinds of biological species often have a unique way
of life, like free life, adhesion and parasitic life, floating life,
clustering, etc., each show certain types. Biological way of life is not the
same as in the life, usually in the developmental stage performance is always
special. What kind of way of life is actually refers to the whole life cycle of
the overall form of lifestyle.
Since the 1980 s, people more emphasis on the importance
of lifestyle, so more and more frequently use it, put it in with the world
outlook and values of a similar status. Life style of people's consumption and
fashion has a great influence on society. Fashion or fashion newspaper, the
frequency of the word is slightly higher than other newspapers.
A person's dress, and he (she) lifestyle highly
correlated. Appropriate dress attire is adapted to its way of life. Everyday
want to go to the office of the white-collar workers have to wear a suit and
tie, wear skirt to wear silk stockings; Outdoor activities, more people will
wear casual clothes to wear jeans; Entering society formal occasions need to
acquire talent need to evening dress.
Times are changing, and household concept changing,
lifestyle change is also very obvious, the gold life become a mainstream
lifestyle very much. Gold pay attention to taste and quality of life is to
describe daily habits and the modification of the noun, belong to the category
of people psychological perception of life, its content can be a unique
individual hobby, business ideas, feelings and the quality of life concept and
spiritual pursuit of world outlook, the outlook on life, values, and so on,
also including in live, clothing, food, travel, leisure, sports, career pursuit
of gold demand. Gold this way of life of life and brand is closely related to
business conduct, initially gold wei yu brand slogan "tasting gold
life" is put forward, build "gold design, gold, gold, gold
service" quality of the gold standard, advocate, the gold with the
deepening of the promotion, the gold life to understand and familiar with by
people, has become a mainstream way of life.
B.
Herritage
On the concept of cultural heritage, can be divided into tangible
cultural heritage, intangible cultural heritage. Includes material cultural
heritage and intangible cultural heritage.
Material culture heritage is a cultural relics with
historical, artistic and scientific value; Non-material cultural heritage
refers to various kinds of in the form of the nonphysical is closely related to
the people life, patrimony manifestations of traditional culture. Since 2006,
the second Saturday of June every year for the Chinese cultural heritage day.
a.
family heritage
b.
it’s about time
c.
historical related
The material culture heritage
Including ancient sites, ancient tombs, ancient
architectural structures, cave temples, stone carvings, mural painting and
modern important historic and modern building representative immobile
artifacts, each time in the history of the important physical, art, literature,
manuscripts, books and materials, such as movable cultural relics; As well as
in architecture, distributed evenly or combined with environment landscape has
outstanding universal value of historical and cultural city (blocks), villages
and towns.
Intangible cultural heritage
Include oral tradition, traditional performing arts, folk
activities and rituals and festivals, about nature and the universe's folk
traditional knowledge and practice, traditional craft skills, etc, and with the
traditional culture forms related to the cultural space.
Figure 7: Intangible heritage,
Beijing Opera, China
Intangible
heritage is defined
"Non-material cultural heritage" refers to the
group, group, or sometimes for personal as the cultural heritage of all kinds
of practice, performance, form, knowledge and skill and related tools, physical
objects, handicrafts and cultural sites. Intangible cultural heritage include:
legends and expression, including the language as the medium of intangible
cultural heritage; The performing arts; Social customs, etiquette, festival;
About the nature and the universe of knowledge and practice; Traditional
handicraft skills. Non-material cultural heritage refers to people of all
ethnic groups of patrimony, and people life are closely related to the various
manifestations of traditional culture, such as folk literature, folk
activities, performing arts, traditional knowledge and skills, as well as the
related equipment, material, handmade products, etc.) and a cultural space
(namely holds regular activities or traditional culture focused on traditional culture
forms, such as singing fair, temple fairs, traditional festival celebration,
etc.).
Form.
Non-material cultural heritage, also called intangible
cultural heritage mainly refers to human action or by oral tradition, ethnic
history and broad, the outstanding representative of folk cultural heritage, it
has been hailed as a historical culture is a "living fossil",
"national memory back. It includes folklore, customs, language, music,
dance, rituals, ceremony, cooking and traditional medicine.
Characteristics of the Intangible cultural heritage of
the biggest characteristic is not from national special life mode of
production, is the national personality, national aesthetic habit of
"live". It depends on people themselves, with voice, image and skill
related to methods, and using the body of mouth as the culture chain and
continues, "live" is the most vulnerable part of the culture and
tradition. So for non-material cultural heritage inheritance process, is
particularly important.
Influence
UNESCO believes that intangible cultural heritage is to
determine the culture characteristics, creativity and protection of culture
diversity, the important factors in different cultural tolerance, coordinate
each other plays a crucial role, and in 1998 passed a resolution to set up the
non-material cultural heritage list. The declaration of the project has three
basic conditions, one is the artistic value, one is endangered, there is
another complete protection plan. But only approval once every two years, every
time a country is only allowed to declare a. Since 2001, the competition has
made twice, 47 items were approved oral and non-material cultural heritage,
including Chinese kunqu opera and guqin and mukam in xinjiang and Mongolia
joint bids tone.
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