电视时代是一个视觉胜于语言,眼睛超过耳朵,目力打败声音的时代。电视以及电视中的视觉形象,已成为人们认识和参与社会的重要媒介。在今天美国电视网的屏幕上,总统的形象频频出现,把各种政治辩论或演讲搬进了公众的客厅,总统通过电视施政,公众则通过电视参政议政。 政治化的电视时代最明显的特征,就是总统不再是深宫的陌生权贵,而是大众客厅里一个“常客”。大众通过他在电视上所表现的风度、谈吐、个性,去了解他的政策并决定自己的政治倾向。也正是这个原因,塑造美好的电视形象,一直是总统及总统的形象设计顾问们热切追求的目标。由此也就引出了一个总统形象与电视传播的关系问题。 The era of television is a time when vision is better than language, eyes over ears and eyesight to defeat the sound. The visual image of television and television has become an important medium for people to know and participate in society. On the screen of today’s U.S. television network, the president’s image appears frequently, moving various political debates or speeches into the public living room, the president administering through television and the public participating in politics through television. The most obvious feature of the politicized television era is that the president is no longer a stranger in the palace, but a “regulars” in the living room. The public understands his policies and decides his own political orientation through the demeanor, conversation and personality that he presents on television. It is also for this reason that shaping a beautiful television image has always been a goal pursued by the presidential and presidential image design consultants. It also leads to a presidential image and television communication issues.