| Video subtitles changed from the traditional subtitles which come from phonetic transcription to today’s general subtitles,fancy subtitles and barrages which can be seen in all kinds of media and video programs,having updated the original view in film and video producing,watching and sharing.Subtitles in the East have been thriving beyond those in the English-speaking countries.It should be noted that the writing system in the East includes hieroglyphics used by China,phonetic writing by Korea,and the combination of characters and pseudonyms used by Japan.The issue this paper aims to explore is that whether different areas’ writing system used in subtitles would exert its impact on people’s perception,and then on the film and television video production and cultural development.At present,we are experiencing the replacement and integration of the media.Marshall McLuhan argues that human beings create tools to express our thoughts,and the use of these tools has unknowingly shaped our way of thinking.In the field of cognitive neuroscience,the experiment has proved that the human brain has plasticity and bias,and the use of different media will produce different cognitive effects.McLuhan’s introduction of cognitive science into media research has had an important impact on the research on the occurrence and change of many phenomena in the field of electronic media.among these studies,little is seen to have focused on the function and influence of Chinese language in the development of video.This paper would like to try to explore in this regard.To achieve this,this paper,by introducing cognitive neuroscience into the field of media research,traces the origin of media development,i.e.,characters,in Chinese and Western culture,treats video subtitles based on hieroglyphics and phonetic characters as the research object,analyzes the classification of video subtitles and different information processing methods,and finds specific cases to study the cognitive effect.Through this study,it is found that video subtitles are vital to the understanding of the content of the video in the countries using hieroglyphics while in countries using phonetic alphabets subtitles are not that important to the understanding of the content of the video.Also,fancy subtitles can help the audience to better understand the video content by enriching the image features and activating the human brain visual recognition area in both countries using hieroglyphics and phonetic alphabets.Further,network video barrages weaken the role of opinion leaders because of its prominent social attributes.That is to say,barrage participants do not aim to receive information and discuss the issue,but to enjoy the process of expressing opinions.In short,the Chinese subtitles,through the development of general,fancy,barrage subtitles,has played a crucial role in the construction of new video culture.Among the phonetic subtitles,the development of English subtitles is far less than that in the Asian regions.The Korean and Japanese languages are as well developed as Chinese,which may be related to the overall perception of information in the same oriental culture.The research of this paper is helpful to understand the cross-cultural transmission of video culture in the context of global culture,and it also helps to raise our understanding of the role of contemporary subtitle culture in constructing new video culture,and provide to reference for film production and communication. |
PDF Full Text Request