On The Communication Of Visual Culture In Virtual Community Based On The Website Of "Seyingwuji"

Visual era came in later half of20th century. Image has spread over; there are advertisement and’television spectacle throughout the whole society; sport focus on visual performance. All this shows that word is replaced and image becomes the major element of culture. Visibility almost turns into the common value target of our society. The high integration of network technique and communication of visual culture becomes the motivation of human culture. At present, the widespread use of the Internet provides a new platform for the communication of visual culture. In such circumstance, virtual community plays a significant role for spreading visual culture, which depends on not only the advancement of media technology, but also the development of interest relation. Interest relation which is based on common interest between users and group interaction becomes a dominant relationship in cyber-society and promotes the culture dissemination."Seyingwuji" which takes photography as its interest topic is a typical virtual community about the communication of visual culture. The birth and development of "Seyingwuji" conform to the trend that social culture is suffering a visual turn as well as catches an express train of internet, and those new elements, such as virtual community, interest relation and so on, shows a new picture about the communication of visual culture. Firstly, it integrates encoding and decoding. The production and appreciation of photography respectively mean the aesthetic values of communicator and audience. Secondly, the communication of visual culture in "Seyingwuji" also shows humans’ attention on visual technique which helps to spread visual culture. Finally, visual culture turns into a strategy in contemporary society. In order to acquire self-development, all non-visual things are closer to the visual, and take advantage of visual culture.The new and colorful picture of the communication of visual culture showed by "Seyingwuji" covers sophisticated and privy power struggles, such as the unequal relationship between "to see" and "be seen", the "evil intention" of ideology hidden in the spectacles, restrictions of audiences" behavior which seem free from social structure. The trace of power can be seen everywhere. Behind the gorgeous appearance of modern visual culture, the perplexing power struggles from politics、culture and economy exist.Admittedly, virtual community establish a new road for the communication of visual culture, which expands the developing space of visual culture and inject new energy into humans’ social life. But because of the lack of cognition on new things, the quality on social populace’s media and culture cannot keep up with the pace of technical development. The communication of visual culture in virtual community gets into predicaments. Nowadays, technology and society make changes and progresses. How to Build an excellent road of cultural development needs effective countermeasures, such as strengthening the content innovation of visual culture communication, enhancing the leading function of network media, improving culture and media literacy of all people.