成都大学学报(社会科学版)

影像书写是智媒时代主流价值传播的基本范式，能够有效提升主流价值的传播效能。相较于传统介质，影像书写从能指到意指的记号系统、从静态到动态的呈现形式、从影像到政治的转向，能够有效嵌入意识形态，立体呈现价值观念，达成群体观念同质化的目的。影像布置的视觉景观营造出的“具身体验”能够唤醒受众的情感意境，通过“隐喻叙事”手法触动观影者心理联想，借助象征符号激活群体情感的深度记忆，完成主流价值意义赋予和群体思想的价值同构。然而，主流价值传播在影像书写的过程中，面临着“流量逻辑”“情绪消费”“泛娱乐化”等现实问题。为进一步优化主流价值影像书写的实践路径，需要净化流量生态环境，完善影像文化监管体系，坚持正向引导，塑造广大网民理性消费素养，纠偏错误审美，抵制泛娱乐化叙事方式。

Image writing serves as the basic paradigm for the dissemination of mainstream values in the era of intelligent media, which can effectively enhance the communication efficiency of mainstream values. Compared with traditional media, image writing presents values in a three-dimensional manner through its sign system from signifier to signified, its presentation form shifting from static to dynamic, and its turn from image to politics, and effectively embed ideology, achieving the goal of homogenizing group concepts. The visual landscape created by image arrangement can evoke the emotional atmosphere of the audience, touch the psychological association of viewers through the “metaphorical narrative” technique, and activate the deep memory of group emotions through the art of symbolic symbols, completing the endowment of mainstream value meanings and the value isomorphism of group thoughts. However, in the process of mainstream value dissemination through image writing, it faces practical problems such as “traffic logic”, “emotional consumption”, and “pan-entertainment”. To further optimize the practical path of mainstream value image writing, we need to purify the traffic ecological environment, improve the image culture supervision system, adhere to positive guidance, cultivate the rational consumption literacy of the majority of netizens, correct wrong aesthetics, and resist pan-entertainment narrative methods.