The Rise And Descent Of Image

As the traditional carrier of image, film and TV have always been the front area of academic research. But the development of new technology distills the image out of the traditional media such as film and TV, and splits it into pieces. Then the pieces of image are emerged into the refreshed "flowing video", which flows into the new media such as the internet, mobile, ipod etc. During the alternation between new media and old media, a huge revolution has taken place in image, which brings in new phenomena such as "New media Serials", "Grass Roots Pack", "Video Podcast" etc. And film and TV are also not as they were like. The traditional research on film and TV fails to cover the new phenomena. We need to discuss the image text in the new media from another dimension, returning to the image ontology.This paper firstly analyses the image in semeiology, taking it as an atom and revealing its three-layer-structure: the substance layer, the symbol layer and the function layer. After analysis, we find that three-layer-structure is getting through transformation on every separate layer. At the same time, the three layers interact on each other greatly. Then the Chapter 2 combs out the historical revolution clues on the substance layer, and finds out how the image environment reconstructs our behavior patterns and cognitive senses on the symbol layer, and classifies the image texts which are transformed and recombined on the function layer. After that we notice that in the new-born image environment, the traditional symbol of image system, which is based on the classical image texts, is coming across a big strike. The images are being divided and re-converged into different kinds of image texts. Then the Chapter 3 expounds from three aspects, personality, business and government, using the text analysis method to discuss the new subjects of image, such as "Image Autonomy", "Video for Sale", "New Deal on Video" etc. At the same time it puts a close eye on the revolution of traditional movies and TV to fit in the new media. After the exploration and research, we finally find that during the alternation between new media and old media, the personal videos well up in a big amount and then spread to the biggest extent in the concept of"video share". Comparing the traditional image texts, these videos have more private contents and shorter casting periods. They would jump on the top list of the websites over a night or be buried in the congener videos in a minute. And the original video union, while improving the creativities of "Grass Roots", walks on the commercial road and becomes an important force of the new media builders. And the traditional media force into the internet in the shelter of"New Deal on Video"and also get back the half of lost land depending on its advantage of resource. Although the situation of the image revolution has been clear, the meanings of the revolution still need to be clarified. At last the Chapter 4 reveals the meaning on the evolution of image, in the hope of arousing the resonance from the academic colleagues on the image environment, which we are living in and which is coming through the historical changes.