移动阅读的“可读”与“可悦”:一种视觉传播的认知分析
|
摘要
作为一种信息获取方式的阅读在"互联网+"的浪潮中被急速地碎片化与移动化,这一现象的背后是视觉传播嵌入阅读场域,并杂糅于文字、界面等因素的认知性转向。文章立足于此,借用认知传播的理论与方法,发现移动阅读呈现出文字具有视觉重力的功能性传播、界面具有格式塔结构的认知刺激、色彩具有依赖性认知协调的视觉特征,其形成的"可读"与"可悦"的阅读观成为视觉行为新的情境模式,并表明应从认知功能、个人体验及阅读内容三重视觉方面促进现有移动阅读的结构性文本的提升与进化。
As a manner of acquiring information, reading has been rapidly fragmented and mobilized in the wave of "Internet Plus". Behind this phenomenon, there is a cognitive turning of visual communication that is embedded in the reading field and mixed with text, interfaces and other factors. Based on the new reality of reading, this article employs the theory and methods of cognitive communication and finds that mobile reading presents the features of functional communication with visual gravity of its message, the cognitive stimulation with the Gestalt interface structure, and the visual effects with cognitive dependence color coordination. The "readable" and "enjoyable" reading concept formed thereof becomes a new situational model of visual behavior, and indicates that the promotion and evolution of the structural text of existing mobile reading should be facilitated from the three visual aspects of cognitive function, personal experience and reading content.
As a manner of acquiring information, reading has been rapidly fragmented and mobilized in the wave of "Internet Plus". Behind this phenomenon, there is a cognitive turning of visual communication that is embedded in the reading field and mixed with text, interfaces and other factors. Based on the new reality of reading, this article employs the theory and methods of cognitive communication and finds that mobile reading presents the features of functional communication with visual gravity of its message, the cognitive stimulation with the Gestalt interface structure, and the visual effects with cognitive dependence color coordination. The "readable" and "enjoyable" reading concept formed thereof becomes a new situational model of visual behavior, and indicates that the promotion and evolution of the structural text of existing mobile reading should be facilitated from the three visual aspects of cognitive function, personal experience and reading content.
引文
[1]中国新闻出版研究院.第十五次全国国民阅读调查报告发布[EB/OL].[2018-4-21].http://www.wenming.cn/djw/djw2016sy/djw2016whdg/201804/t20180419_4660402.shtml.
[2]曾祥芹,韩雪屏.阅读学原理[M].郑州:大象出版社,1992:200.
[3]VASILEIOU M,HARTLEY R,ROWLEY J.An overview of the e-books marketplace[J].Online Information Review,2009,33(1):173-192.
[4]KLIEGL R,NUTHMANN A,ENGBERT R.Tracking the mind during reading:The influence of past,present,and future words on fixation durations[J].Journal of Experimental Psychology:General,2006(135):12-35.
[5]KINTSCH W,VAN D T.Toward a model of text comprehension and production[J].Psychological Review,1978(85):363-394.
[6]RINCK M,WEBER U.Who when where,an experimental test of the event-indexing model[J].Memory&Cognition,2003(31):1284-1292.
[7]MAGLIANO J P,MILLER J,ZWAAN R A.Indexing space and time in film understanding[J].Applied Cognitive Psychology.2001(15):533-545.
[8]刘顺利.文本研究[M].吉林:延边大学出版社,2003:5.
[9]RADVANSKY G A,COPELAND D E.Reading times and the detection of event shift processing[J].Journal of Experimental Psychology:Learning,Memory,and Cognition,2010(36):210-216.
[10]ZWAAN R A,MADDEN C J.Updating situation model[J].Journal of Experimental Psychology:Learning Memory and Cognition,2004(30):283-288.
[11]MCKOON G,RATCLIFF R.Inference during reading[J].Psychological Review,1992(99):440-466.
[12]MYERS J L,O'BRIEN E J.Accessing the discourse representation during reading[J].Discourse Processes,1998(26):131-157.
[13]KURT K.Principles of Gestalt Psychology[M].London:Routledge and Kegan Ltd,1935:98.
[14]CHOO C W,BRIAN D,DAN T.Information seeking on the Web:An integrated model of browsing and searching[EB/OL].http://firstmonday.org/ojs/index.php/fm/issue/view/116.
[15]赵宇翔,朱庆华.感知示能性在社会化媒体后续采纳阶段的调节效应初探[J].情报学报,2013(10):1099-1111.
[16]CHEMERO A.An outline of a theory of affordances[J].Ecological psychology,2003,15(2):181-195.
[17]NERID F,LURIAS M,KOBUS D A.The detection of various color combinations under different chromatic ambient illuminations[J].Aviation Space and Environmental Medicine,1986(6):555-560.
[18]许为,朱祖祥.CRT显示颜色编码与色标大小、亮度关系的实验研究[J].心理学报,1990(3):260-265.
[19]MAYER R E.The Cambridge handbook of multi-media learning[M].New York:Cambridge University Press,2005:31-48.
(1)从概念属性看,移动阅读属于宏观化数字阅读的狭义范畴,有诸如手机阅读、在线阅读、屏幕阅读等临近及重合的概念。为便于研究,笔者在此将其统一归类,不做区分。
(2)Tab.1中以文字的非空集合(即线性逻辑)特征为基础,先后叠加出“统一”“简单形状”及两者组合的几何特征。具体表现就是在阅读界面的文字排列上,不同程度加入标注框、图章等形状符号,甚至逆序阅读;Tab.2中以阅读背景的结构为基础,先后有着树状、网状、线状等的空间变化。具体变现就是在界面技术支撑下,其视图形式出现倾斜、对称、旋转等空间变化,从而重构了传统阅读的逻辑与形式。
(3)根据下载次数、用户活跃度等多方指标衡量,12款移动阅读软件分别是(排名不分先后):掌阅、咪咕阅读、多看阅读、阅读王、当当云阅读、爱奇艺阅读、追书神器、QQ阅读、百度阅读、华为阅读、荣耀阅读、Kindle阅读。
(4)根据人眼的可视光线和阅读实际情况,可将色彩分为红、黑、黄、绿、白、蓝、紫、青八种变量。
[2]曾祥芹,韩雪屏.阅读学原理[M].郑州:大象出版社,1992:200.
[3]VASILEIOU M,HARTLEY R,ROWLEY J.An overview of the e-books marketplace[J].Online Information Review,2009,33(1):173-192.
[4]KLIEGL R,NUTHMANN A,ENGBERT R.Tracking the mind during reading:The influence of past,present,and future words on fixation durations[J].Journal of Experimental Psychology:General,2006(135):12-35.
[5]KINTSCH W,VAN D T.Toward a model of text comprehension and production[J].Psychological Review,1978(85):363-394.
[6]RINCK M,WEBER U.Who when where,an experimental test of the event-indexing model[J].Memory&Cognition,2003(31):1284-1292.
[7]MAGLIANO J P,MILLER J,ZWAAN R A.Indexing space and time in film understanding[J].Applied Cognitive Psychology.2001(15):533-545.
[8]刘顺利.文本研究[M].吉林:延边大学出版社,2003:5.
[9]RADVANSKY G A,COPELAND D E.Reading times and the detection of event shift processing[J].Journal of Experimental Psychology:Learning,Memory,and Cognition,2010(36):210-216.
[10]ZWAAN R A,MADDEN C J.Updating situation model[J].Journal of Experimental Psychology:Learning Memory and Cognition,2004(30):283-288.
[11]MCKOON G,RATCLIFF R.Inference during reading[J].Psychological Review,1992(99):440-466.
[12]MYERS J L,O'BRIEN E J.Accessing the discourse representation during reading[J].Discourse Processes,1998(26):131-157.
[13]KURT K.Principles of Gestalt Psychology[M].London:Routledge and Kegan Ltd,1935:98.
[14]CHOO C W,BRIAN D,DAN T.Information seeking on the Web:An integrated model of browsing and searching[EB/OL].http://firstmonday.org/ojs/index.php/fm/issue/view/116.
[15]赵宇翔,朱庆华.感知示能性在社会化媒体后续采纳阶段的调节效应初探[J].情报学报,2013(10):1099-1111.
[16]CHEMERO A.An outline of a theory of affordances[J].Ecological psychology,2003,15(2):181-195.
[17]NERID F,LURIAS M,KOBUS D A.The detection of various color combinations under different chromatic ambient illuminations[J].Aviation Space and Environmental Medicine,1986(6):555-560.
[18]许为,朱祖祥.CRT显示颜色编码与色标大小、亮度关系的实验研究[J].心理学报,1990(3):260-265.
[19]MAYER R E.The Cambridge handbook of multi-media learning[M].New York:Cambridge University Press,2005:31-48.
(1)从概念属性看,移动阅读属于宏观化数字阅读的狭义范畴,有诸如手机阅读、在线阅读、屏幕阅读等临近及重合的概念。为便于研究,笔者在此将其统一归类,不做区分。
(2)Tab.1中以文字的非空集合(即线性逻辑)特征为基础,先后叠加出“统一”“简单形状”及两者组合的几何特征。具体表现就是在阅读界面的文字排列上,不同程度加入标注框、图章等形状符号,甚至逆序阅读;Tab.2中以阅读背景的结构为基础,先后有着树状、网状、线状等的空间变化。具体变现就是在界面技术支撑下,其视图形式出现倾斜、对称、旋转等空间变化,从而重构了传统阅读的逻辑与形式。
(3)根据下载次数、用户活跃度等多方指标衡量,12款移动阅读软件分别是(排名不分先后):掌阅、咪咕阅读、多看阅读、阅读王、当当云阅读、爱奇艺阅读、追书神器、QQ阅读、百度阅读、华为阅读、荣耀阅读、Kindle阅读。
(4)根据人眼的可视光线和阅读实际情况,可将色彩分为红、黑、黄、绿、白、蓝、紫、青八种变量。