The Impact of Audiovisual Communication on Text-Based Communication in the Media Ecology under the Context of the Visual Turn and Governance Considerations

Abstract

In recent years, under the context of the visual turn, audiovisual images have not only served as a means of information dissemination but have also become embedded in social systems as a cultural phenomenon. There is a growing trend of audiovisual communication surpassing text-based communication as a dominant medium, exerting an unprecedented impact on the media ecology and social environment. By reviewing and summarizing the historical development and current state of audiovisual communication, and critically reflecting on its transcendence over text-based communication, it becomes evident that audiovisual communication has positive effects in terms of meeting spiritual and cultural needs, achieving and increasing economic benefits, and enhancing the convenience and diversity of information transmission. However, it also brings negative consequences, such as user alienation, the dilution of rationality, and even violations of regulations and intellectual property rights. In light of this, proposing prudent governance strategies for improper or harmful audiovisual communication is undoubtedly beneficial for the creation of audiovisual products and the orderly advancement of the industry.