Abstract: Visual culture is a newly rising cultural pattern and thinking mode. It refers to a highly visualized culture based on “image”and“scenery”. It is also a new media of ideology that induces the audience to have an alternative illusion of the figures in the work. Thus, it becomes a new way of ideological control in daily life. Its internal mechanism is a character of visual culture, that is, “calling the individual interpellation as the principal part”. In other words, while viewing the image, it makes the viewers to indulge into it so much that they change their role as an outsider to that of the subject and become willing to identify with the ideological concepts conveyed through the image.

Key words: visual culture , ideology , daily life

摘要： 视觉文化是新兴的文化形态和思维范式，是一种以“影像”、“景观”为核心的高度视觉化的文化，也是意识形态的新载体。它通过制造出拟真的幻象，诱使观众对作品中的人物产生一种替代性的幻觉，成为意识形态控制日常生活的新方式。实现这一控制的内在机理是视觉文化“把个人询唤为主体”，也就是个人在消费影像和景观时，沉迷其中，由外在的客体转变为主体，自愿认同视觉文化所传达的意识形态观念。

关键词: 视觉文化 , 意识形态 , 日常生活