People in ancient society often used specific body movements, audio language, tattoos, ornaments, dance and other forms of advertising that used the body as a communication medium or carrier to achieve their goals.

The body or limbs are the most primitive advertising media, and their media functions have been preserved and continued throughout the long years of ancient Chinese society.

The commonly used body language in ancient society can be roughly divided into the following categories:

1. Mimicry and sign language.

Before the use of language, mimicry and sign language were the most practical and effective ways to convey specific information to the audience.

For example, during the hunting process of primitive people, when a person encountered a herd of buffaloes, he immediately ran to a high ground where others in the same tribe could see him, raised his body covering with both hands, and Stretch to the top of your head, and then slowly lower it, repeating.

This is a signal to mobilize all tribe members to hunt.

Primitive people like to work together when hunting. When hunters find traces of animals and need to move covertly, they use sign language to communicate with each other.

Those gestures often express the most striking characteristics of the animal.

Raise your hands high and straighten your index finger to indicate that the beast you see is a kudu with a pair of big horns; bend your middle finger and stretch the other four fingers to indicate that you have found a giraffe; raise your arms diagonally if you find an ostrich , symbolizing its long neck.

Ethnological research has proven that this kind of mimicry and sign language existed everywhere in ancient society and was an important carrier for primitive people to transmit information.

2． Body painting and tattoos.

The decoration of painting colors or drawing figures on the body is called body painting, and this kind of decoration originated very early.

In the Upper Paleolithic sites tens of thousands of years ago, hexite, which can be used as a pigment, is often found.

Until modern times, many ethnic groups who maintain ancient customs still like to paint themselves.

During the Dragon Boat Festival, an old custom in my country, ethnic minorities in many areas are accustomed to painting realgar or drawing symbols on their heads, faces, wrists, etc. Dying their teeth black can be said to be a kind of body decoration.

Ancient books record that there is a "Black Teeth Country" in the southeast of my country: "Four thousand to the east of the Japanese Kingdom is the Naked Country.

There is the Black Teeth Country in the southeast of the Naked Country, which can be reached by boat in one year. .

"The Dai, Jinuo, Brown and other ethnic groups in Yunnan, my country, like to chew betel nut and lime, which can make their teeth black over time.

The decoration of tattoos on the surface of the human body is called tattoo, and this custom originated very early.

According to ancient book records, the Wu, Yue and Chu people in the Jiangnan area of ??ancient my country worshiped dragon totems: "Tattoos depict their bodies, with ink inside, in the shape of a dragon. When they enter the water, the dragon cannot harm them." .

"Most ethnic groups in my country, including the Han people, have the custom of tattooing in ancient or modern times.

The age when Li women start getting tattoos is from twelve to sixteen or seventeen years old.

When you have a lover, you need to tattoo a special mark on your hand. This mark is often tattooed by the lover himself.

The Jinuo, Brown, Dulong and other ethnic groups in Yunnan in my country, as well as the Gaoshan ethnic groups in Taiwan, also have the custom of tattooing.

With specific information, with the migration and activities of primitive groups, it plays a role in a wider territory. Therefore, it can also be regarded as a primitive advertising medium that can convey life and social information.

3. Body jewelry.

Adding decorations to the human body can be traced back to the Late Paleolithic Age.

Rich decorations were found in the caveman ruins at the top of Zhoukoudian Mountain in Beijing, my country.

Among them are hollow animal teeth, hollow sea clam shells, drilled stone beads, drilled small gravels, drilled fish bones, and grooved bone tubes.

They are strung together with straps and worn around the body.

There are many kinds of human body ornaments, which can be roughly divided into hair accessories, head accessories, ear accessories, nose accessories, lip accessories, neck accessories, foot accessories, etc.

The wearing of body accessories is closely related to the hairstyles and hairstyles of people in different eras.

Ethnic minorities in southwestern my country usually tie their hair into a cone shape, either in front of the forehead or behind the back. They often arrange it with flowers during festivals.

Guangxi Yao women’s hair styles vary from place to place. They have two bamboo arrows inserted on their heads, about two feet long. Their hair is divided into two strands, knotted left and right, wrapped around the arrows, and covered with a gauze scarf. , shaped like a butterfly with two wings.

Some wear bamboo hoops with raised ends, shaped like ox horns, and are tied tightly with beads and silk.

The headdress of She women in some places in eastern Zhejiang is made of bamboo tubes, about three feet long, covered with red cloth and inlaid with silver. There is a silver medal nailed to the front and back of the bamboo tube, and white beads are hung on it. .

According to different ornaments, the living habits and characteristics of different ethnic groups can be judged, and specific ideas or cultural information can be conveyed through the matching and combination of different ornaments.

Here, human body ornaments not only reflect the joys and sorrows of primitive people, but also spread this life and cultural information to every member of the ethnic group, and even to neighboring or hostile clan groups. The function of advertising communication is also relatively powerful, with obvious advertising "information" function.

Based on the above materials, it is not difficult to see that in the long years of primitive society and early civilization, different groups of people in vast areas, including China, relied on body language for a long time to convey information. The transmission of specific information that has the function of "informing" and "recognizing" between one group of people and one group of groups is all done in this way.

Body language has become the most original and important advertising medium here.

Second surrogates - specific markers for the transmission of advertising information

In addition to using body language to convey information, primitive people rely more on natural objects in the real world to realize advertising information. transfer.

Among these natural objects, one is naturally generated or exists in nature, such as trees, rocks, etc., and the other, although created by humans, has not been consciously used as advertising media. , but were borrowed in the process of transmitting information, such as pictures, ropes, etc.

This kind of metonym is divided into two situations, one is a specific metonym, and the other is a living metonymy.

1. Specific substitutes

(1) Knotted rope.

Knotting knots to record events is a common primitive method of information transmission. The practice of tying knots to record events in ancient Chinese society has been described in many history books. The Book of Changes records: "In ancient times, people tied knots to rule, and later generations of sages Yi It is written and deeded.

Hundreds of officials govern, and all the people observe.

"Zhuangzi" records: "In the past, the Rongcheng family... the Zhurong family, the Fuxi family, and the Shennong family. , at that time, the people tied ropes and used them.

"History of the North" also mentioned: "hunting is a profession, simple and simple, not for writing, but for carving wood and knotting ropes." That’s all.

“The knotting method has been widely used in ancient Chinese history and has a long history.

Taiwanese Gaoshan people record dates by tying a number of knots according to the number of days and untying one knot every night.

The Tibetan Lhoba people cut a knot with a knife every day. Cutting to the last knot indicates the expiration date, and untying the knot indicates the date of the appointment.

When the Dulong people of Yunnan go out alone, they often tie a hemp rope around their waist and tie a knot once a day to record the number of days they have left.

When two people have a dispute, the Yao people often get a decision in front of the leader. The method is that the disputants each hold a rope, and whoever tells a reason will tie a knot until he has finished speaking. There are many knots in the rope. The one who wins the case wins.

In a class society, the tradition of knotting was also inherited by merchants, and changed in form and use.

In shops, hotels, teahouses and merchant stalls, various banners or signboards are often decorated with various ornaments, strung with ropes, and decorated with silk and colorful strips. Fabrics, beads or rows of various materials, and many unique shapes are also available, which are made of knotted and woven hemp ropes.

Here, rope knots become a new medium for delivering advertising messages.

(2) Carved wood.

Carved wood is another symbolic language.

Historical books have also recorded the historical facts of wood carvings in various parts of our country. For example, the "Book of the Later Han Dynasty" records, "If the adults have a call, they will carve wood as a letter." Although there is no writing, they dare not violate it. .

"Lingwai Daida" also records: "The Yao people have no writing, and their offers are carved on two wooden boards. People hold one of them and keep it with great faith.

"Yunnan Tengyue Prefecture Chronicles" also mentioned: "The Yi people have a custom of borrowing money on credit and making financial arrangements. They don't know the writing, so they only use wood carvings as symbols, and each holds half of it, as promised. The reward is nothing.

”

In the process of commodity production and exchange, the custom of carving wood as a mark evolved into the inscription of official workers or the mark of celebrity goods, that is, the official name was stamped on the goods sold. The names of workers or celebrities.

If we go back further, carved wood can even be regarded as the source of product trademarks and mark advertising.

(3) Wolf smoke.

During the Spring and Autumn Period of our country, there are records of using fire and beacon smoke to convey military warnings

After Qin Shihuang, beacon towers were built every ten miles on the Great Wall, using dry wolf dung as fuel and lighting them. , the fire and smoke rise into the sky, and the emergency warning can be sent to far away places.

The ancient poem "The sun sets on the flat sand in the west of the desert, the stars on Longshan rise high and low again; watch the beacon fire in several places on the lonely mountain, and the strong men camp and wait for the drum." The sentence "鼙" is a true portrayal of the application of this primitive information transmission method.

This communication medium was also used in the business activities of merchants in ancient society. For example, in different periods, there were night walks There are records of caravans and caravans "raising fire as a signal".

(4) Drums.

The original method of transmitting information affects both vision and hearing.

The information transmission that affects hearing is mainly carried out with the help of sound communication tools, among which the signal drum is the most common.

The cowhide wooden drum of the Jinuo people in my country is also made of a piece of thick wood. The two ends are hollowed out, and then tied with hairy yellow cowhide, hung on the tree and beaten with a mallet. During the New Year, when the drums are heard, men, women and children gather together to sing and dance.

( 5) Bamboo trumpets.

The Nu people in my country use bamboo trumpets to spread information during funerals. They blow different numbers of bamboo trumpets to announce the funeral to the whole village.

The number of bamboo trumpets is based on the number of the deceased. The number increases or decreases according to status: the unmarried person blows one bamboo trumpet, the married person blows two, and the old man and the leader blow five or six. After hearing the news, the tribe members rushed to the deceased's house and sent eggs to express their condolences. /p>

Entering class society, with the differentiation of merchants and merchants, merchants walked through the streets and alleys, creating a variety of information dissemination tools such as blowing, playing, playing and singing. For example, merchants in the Han Dynasty played flutes and sold mu sugar. Records.

(6) Audio equipment.

The pottery bells and pottery xuns unearthed from the Miaodigou site in my country’s Neolithic Age and the three-hole pottery xun from the Jiangzhai site all have the function of producing music.

After entering class society, with the development of commodity production and commodity exchange, the forms of sound advertising have become increasingly rich and colorful. Various utensils in daily life may become the communication media of sound advertising, such as daily life. Bowls, lamps, basins, etc., which are closely related to life, and flutes, harps, harps, drums, gongs, etc., which are closely related to entertainment, have also become tools for advertising information.

Due to the needs of advertising, many Merchants also specially made rattles and utensils that showed the characteristics of the industry. Typical examples include rattles for salesmen, tweezers and forks used by barbers, and copper clappers used by knife sharpeners.

Specific substitutes. The widespread use shows that the methods and channels of advertising communication have changed greatly.

With the frequency of communication activities and the advancement of communication technology, people are borrowing all available tools or objects to deliver advertising messages more effectively and more targetedly.

The richness of media forms enables human advertising to spread over a wider area and convey richer ideas, culture and business information.

2． Life substitutes

(1) Grass mark.

Also called grass mustard.

This is a naturally growing thing, but when it is inserted into an item for sale or for sale, it has a symbolic meaning.

In different historical periods of ancient Chinese society, grass mustard was used in everything from daily necessities to poor families selling their children due to hunger and cold. < /p>

“The grass mark here has the function of advertising media.

(2) Grain ears, fences, and wickers.

They often appear in front of restaurants in the countryside. Hanging them randomly in front of the door or on the fence not only serves as a sign, but also shows the simplicity and hospitality of the store. And wicker can immediately bring the distance between stores and customers, merchants and passers-by. It is also an advertising medium with low production cost but excellent communication effect.

(3) Bottles, ladles and brooms.

Brooms are also called "grass brushes", "grass poles" and "broomsticks".

After the Song Dynasty, after the market restrictions were broken, shops could not only be opened in residential areas, but also in markets and countryside.

As an advertising logo, straw brooms often appear in wine shops and teahouses. There are many records of these things in the literature of the Song Dynasty. Hong Mai of the Song Dynasty once mentioned in "Rong Zhai Xu Bi": "Today's capital and county wine In every wine shop, large curtains are hung outside, with blue and white cloths as many as ten feet tall. The small ones are placed in high and small places, and bottles, ladles, and broom sticks are hung in the village shops. .

”

As an advertising logo, in addition to its particularity as an auxiliary tool for winemaking, the straw broom has a deeper allusion.

The main meaning is "broomstick".

Su Shi of the Song Dynasty once recited: "If you want to establish a name, you can't ask for a promotion.

It should be called a fishing hook, also known as a broom for sorrow.

The “broomstick” here has obviously become another name for wine.

It means "drinking to relieve sorrow" and "one drunkenness will relieve a thousand sorrows".

Therefore, using a broom as the logo of the hotel is both vivid and vivid, as well as symbolic and has a strong folkloric color.

In ancient Chinese society, there were many signs of life, most of which were attached to the activities of shops and merchants. The scope of use basically did not exceed the business area and the narrow "market" scope. Due to frequent use and consumers, Conventions reflect the joys, sorrows, joys and aesthetic tastes of ordinary people. At the same time, they also reflect the collective wisdom of media users or businesses.

However, the widespread use of this type of advertising media also reflects the limitations of people's development and utilization of advertising media at a low level of productivity.

Three handmade advertising media - the industry logo of advertising information transmission

In the long development process of ancient society, human beings have developed self-awareness and autonomy in the process of adapting to and transforming nature. Awareness continues to grow.

It has become a conscious action for me as the main body to creatively spread spiritual and cultural information and create social material and cultural wealth. The development and use of advertising media reflects this fact.

In ancient times, the working people created a wide variety of advertising media with different styles. Advertising communication had a greater influence and became an important part of social development and people's lives.

1. Store advertising media

Store advertising media is the main form of advertising media in ancient Chinese society.

Including advertising forms in restaurants, restaurants, pawn shops, hotel facades and surrounding environments. Specifically, they are divided into several most common situations.

(1) Pretense.

Cover is one of the most mature media forms among ancient Chinese advertising media.

The guise often gives people a strong visual impact with its vivid and intuitive shapes, bright colors and unique folk customs.

From the perspective of composition, the cover is more exquisite, including the cover pole, cover frame, cover pick, cover, cover body, cover base and cover pendant; from the shape point of view, there are round, square , triangle, rhombus and irregular shapes; from the content of communication, any information related to business operations or goods and services may appear in the form of disguise; from the perspective of production materials, there are cloth, silk, satin, cotton, copper , iron, wood and other materials, many of which are made of composite materials; in terms of expression, they are divided into physical objects, model objects, symbolic objects and specific mark objects, etc.

(2) Signboard.

The emergence of signboard media is also closely related to stores.

Signboards often appear on facades or in front of doors, and are often set up by hanging, inlaying, or masonry.

The information conveyed by signboards as an advertising medium is very rich. Specifically, one is to write the name and font size of the store, such as "Lao Baotai", "Jinyang Yu", etc. for a dim sum shop. ; The second is to convey the merchant's business philosophy and operating characteristics, such as "Fair Trade", "Children are not bullied", etc. on the signboard; The third is to reflect the industry and service scope, such as "Know the smell, stop the car, smell the fragrance, etc." .

Signboards are ancient advertising information dissemination media. Judging from their hanging positions, they can be divided into different types of banners, vertical signs, hanging boards and soaring signs outside the store.

(3)円.

As a media for disseminating advertising information, advertising has its own particularities.

The crocodile was originally an earthen platform in front of the hotel where wine was warmed. In order to take care of the wine, a pretty woman often sat next to the crocodile. On the one hand, she wanted to take care of the guests, and on the other hand, she also wanted to attract customers. , It has gradually become a custom in the Han Dynasty for women to be in bed.

"Historical Records" once recorded: "Xiangru set up a wine house to sell wine, and ordered Wenjun to be a monk.

"("Sima Xiangru Lie Biography") Because of the early Han Dynasty The government allows private people to sell wine and wine, so there are many wine stalls in front of hotels.

The crocodile has become the hotel’s logo.

(4) Cailou and Huanmen.

In the Song Dynasty, the city was opened to the public and large shops with wide facades appeared, which made it possible for Cailou and Huanmen to appear.

Cailou refers to the decoration of the store's facade. For example, the door decoration of Sun Yangzheng's store in "Along the River During the Qingming Festival" is a type of cailou.

Most of the colorful buildings are specially designed according to the store’s preferences, and are relatively fixed and unique in style.

Huanmen advertisements refer to the temporary facade decorations set up by store operators and merchants during festivals or important events. They are often decorated with colored paper and silk. Because of their strong purpose and obvious marking effect, they are also regarded as One of the ancient advertising media.

In the Song Dynasty, it became fashionable to build colorful towers and happy doors at the front of the door. "Tokyo Menghualu" once recorded: "Every Jingshi hotel has a colorful tower and happy door at the front door.

(5) Lantern.

Lanterns as an advertising medium began in the Five Dynasties.

Naideweng once recorded in "Capital Record": "The restaurant has red curtains, gold and red gauze, gardenia lamps and the like on the door. It is said that it was due to the visit of Guo Gaozu of the Five Dynasties. Bianjing Panlou has become a custom today.

"("Restaurant")

Lanterns are usually hung in a prominent position at the door of the restaurant, with the words "wine", "tea" and " The words "Inn" are very eye-catching, and they also look very warm on a cold night.

The shape of lanterns also varies greatly depending on the characteristics of the industry.

For example, restaurant lanterns are like wine urns, and there are also round, oval, palace lantern and other shapes.

The medicine shop is similar to the gourd.

The use of store advertising media is the inevitable result of the differentiation of businessmen and merchants, and is also an important symbol of commercial prosperity. The use of different types of store advertising media facilitates the exchange of information between merchants and ordinary people, and also makes business operations more convenient. The characteristics of the industry have become more prominent; at the same time, advertising media has begun to play a huge role in beautifying people's lives due to their sophisticated production and beautiful appearance.

2． Advertising media used by Hongshang

Hongshang had already differentiated during the Spring and Autumn Period and the Warring States Period.

The merchants sit in the stalls and operate the stalls, while the merchants walk through the streets and alleys.

The advertising media used by merchants is also one of the main forms of advertising media in ancient China.

(1)Rattle.

Also known as "Seller's Drum" and "Bulang Drum".

It is generally believed that after the opening of the market in the Song Dynasty, vendors began to use rattles when walking through the streets.

Li Hao from the Song Dynasty painted the shape of a rattle in his "Picture of a Merchant".

During the Song, Yuan, Ming and Qing dynasties, rattles were one of the main advertising media used by merchants to attract customers.

Advertising media of the same nature as the rattle include gongs, drums, cymbals, bells, bangs, boards, basins, tweezers, wooden fish, nail crutches, etc., which are used by businessmen in different industries.

For example, in the Yuan Dynasty, bakery sellers knocked on wooden fish, and shoe repairmen hung spikes and crutches on the shelves to make noises to attract customers.

(2) Xiao.

During the Eastern Han Dynasty, the flute became a medium for advertising.

This custom was passed down during the Tang and Song Dynasties, and became more common during the Song and Yuan Dynasties. Mainly small merchants selling malt candies used flutes to spread product information.

A poet from the Song Dynasty once recited: "The color of grass attracts the horse fields, and the sound of the flute warms the sky.

" ("Cold Food Holiday") vividly describes the businessman's use of Xiao for advertising.

In ancient Chinese society, there were many advertising media of this nature, and the more typical ones include flute, suona, trumpet, harmonica, whistle, etc.

The advertising media used by merchants in ancient Chinese society are mainly divided into four categories: blowing, beating, playing and pulling.

Merchants from all walks of life have their own unique sound tools, which played a huge role in the dissemination of advertising information in ancient China and became an integral part of folk culture.

… (omitted)

The use of these unique advertising media enabled ancient Chinese advertising activities to expand from commercial central cities to surrounding rural areas, and from coastal commercial centers to With the expansion of vast areas in the mainland, advertising communication has also broken through the limitations of regional communication and begun to play a role in a wider field, affecting people's daily life, business processes and social progress.

3. Print advertising media

With the development of printing technology, especially the development of engraving printing technology, printing media has begun to play a huge role in the transmission of advertising information.

As a new advertising medium that emerged after the Tang and Song Dynasties, its expression forms and contents have become increasingly rich and colorful in the business activities of merchants.

(1) Copper plate printing media.

The maturity of engraving printing technology led to the emergence of a new type of advertising media - advertising copper plates in the Northern Song Dynasty.

The most typical physical object is the advertising copper plate of Jinan Liujia Needle Shop currently in the Museum of Chinese History.

This is a type of engraving that combines trademarks and advertising information.

The copper plate is 12.5 cm wide and 13 cm high. The front is engraved with the logo of "Jinan Liu's Acupuncture Shop" and the center of the picture is engraved with the pattern of "Jade Rabbit holding a pestle and pounding medicine".

On both sides of the pattern are the eight characters "recognize the white rabbit in front of the door as a reminder".

There is also special advertising text below the pattern.

The advertising copper plates of Liujia Needle Shop are regarded as typical representatives of printed advertisements.

(2) Advertising posters.

Advertising paintings appeared in the Southern Song Dynasty and were printed on paper.

According to historical records, printed advertisements for the drama "Acid Eye Drops" appeared in the Southern Song Dynasty.

The content of the picture is that two people in costumes are located in the center of the picture. One person points his finger to the eye to indicate that he has an eye disease, and the other person holds eye drops in his hand and asks him to use it. The advertising performance is similar to today's advertising posters, very vivid image.

(3) Book advertising media.

After the Ming and Qing Dynasties, engraving printing technology developed further, and engraving and printing books in bookshops gradually became a trend.

In order to promote the quality of printed or engraved books, booksellers began to advertise in the preface or postscript of books, or even on the cover. In addition to becoming a carrier of cultural information, books themselves have also become a new advertising medium.

For example, an advertisement was printed at the end of the book "The Romance of the West Chamber" published during the Hongzhi period of the Ming Dynasty. The advertisement said: "We would like to redraw the drawings according to the scriptures, and participate in the editing of the large-character edition. The singing and pictures will be combined to make it more beautiful." Staying in a guest house, traveling in a boat, and taking a leisurely stroll, you can see this at a glance, singing clearly and refreshingly.

"This type of advertising form has become increasingly popular with the continuous development of the book printing industry.

(4) Wooden New Year pictures.

Wooden New Year pictures were very popular in the Qing Dynasty. New Year picture shops were spread all over the country, and advertising New Year pictures became a new advertising media.

For example, the advertising New Year pictures for the "Four Seasons Famous Dishes" unearthed in Taohuawu, Suzhou, contain the drama and illustrations of "Lost Street Pavilion", and this kind of New Year pictures also serve as the packaging for the "Four Seasons Famous Dishes". Huang has a distinct advertising effect.

As an advertising medium for handmade products, it is mostly a new form of information transmission that is created, processed and continuously improved by businessmen through observation and accumulation in the long-term business process, combined with the characteristics of the industry.

Because these media are mostly produced with the business activities of merchants and become an important part of their business activities, they have obvious behavioral marking effects.

[Source: Historical Monthly Author: Yang Haijun, March 8, 2007

://news.blcu.edu/detail.asp?id=12463]

The development of communication media is not only a process of continuous development of human social and cultural undertakings and science and technology, but also a process of continuous symbolization of human thinking.

Looking at the history of media development, there have been oral, handwritten, printed, electronic, Internet and other forms of media. In different historical periods, the media reflected the social characteristics of different periods. This is what the media itself is. The information conveyed.

Of course, the emergence of new media does not mean that previous media will inevitably be eliminated.

Just like in the high-tech era, folklore, folk songs, etc. still retain the way of oral transmission, showing the cultural charm of different regions, tribes, and ethnic groups. During this period, there is a phenomenon of "cultural retention", that is, "economic status quo" , government regulations and policies, public interest, cultural habits, etc., the technical or material aspects of culture exceed the ability of the entire society to control and use this technology

"[2] This article. The printed media represented by newspapers and periodicals, the electronic media represented by radio, television, and movies, and the fourth media represented by the computer network in the digital era are taken as the objects of investigation, and their influence on literary concepts, text forms, etc. is analyzed.

In fact, there is a diachronic and temporal relationship between the three, which will be emphasized in the analysis process.

II

1. The rise of modern newspapers and periodicals gave birth to and nurtured new literature. Newspapers and periodicals are the carriers for the widespread dissemination of new literature and determine its subsequent development and evolution.

Looking back at history, it can be said that it was the modern newspaper media that made its historic debut in Chinese society and became the end of classical literature. Chinese literature began to transform into a new stage - the modern literary era.

In the past, readers were only scholar-bureaucrats and scholars. In the late Qing Dynasty, due to social changes, more popular audience groups such as down-and-out literati, new-style students, staff, and traders appeared, and the needs of different classes of audiences began to be met. .

2. The emergence of electronic media represented by radio, television, and movies has brought about another revolution in the spread of literature.

The electronic media era is characterized by the synthesis and extension of audio-visual sensations. People’s acceptance of literature has been replaced by audio-visual entertainment instead of text reading.

It's effortless and time-consuming, and it's satisfying to watch with vivid characters and a twisty storyline.

Broadcasting appeared in the 1920s, turning static and silent text into dynamic and sound language for communication, giving people new excitement and shock.

The broadcast mode of broadcast gives the audience a great degree of freedom. Busy modern people can listen to the radio in a companion state, that is, while doing other things.

Movies and television turn the text of novels into imaginary pictures and present them directly in front of the audience. Television, in particular, is always with people, with pictures, sounds, subtitles and explanations.

Not only that, but there are also TV prose, TV poetry and painting programs, which not only retain the beauty of literary works, but also contain the imagination of situations.

Modern electronic media poses a challenge to traditional literary concepts of reading.

First, they produce literature in a form of reproduction that resurrects the copied object.

Literary styles based on electronic media can only be enjoyed once and uninterruptedly under specific circumstances.

The authenticity of the text does not exist. It is the resurrected person who copies the text according to his or her own understanding of the text.

The mysterious and charming individual contact between literary works and readers has also been changed by copying technology. When people read, they are alone and quiet, enjoying the pure aesthetic pleasure, being shocked by the sounds and colors, and being shocked by the senses. replaced.

3. Since the mid-1990s, with the development of high technology, a new generation of media is coming. This is the "fourth media" after newspapers, radio and television - the Internet.

It can transmit text, sound, images, data and other information at the same time, covering all forms of traditional media. Its characteristics are digital, global, multimedia, real-time, interactive, etc.