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Paper short abstract:

This study takes the media transformation in recent years as the background, and takes the visual practice of a popular media group in China as a case to examine its visual production network development and the characteristics of visual production.

Paper long abstract:

This study takes the media transformation in recent years as the background, and takes the visual practice of a popular media group in China as a case to examine its visual production network development and the characteristics of visual production.

By considering different communication scenes and different levels of "front stage", on the basis of field work on contemporary video professional groups, the author analyzes the more complex internal and external aspects of the media industry in the context of media transformation. On the other hand, the ahthor describes the huge changes and flexible adjustments of the organization, process, products, and channels of visual production.

In that way, the paper reveals the connection and distinction between media discourse and corresponding production practices, and the contrast and tension between visual expression and written tradition.

This study adopts the research orientation of social and cultural traditions, relies on media anthropology methods, conducts long-term participatory observation and in-depth interviews in the visual production departments of the Southern Publishing & Meida Group , as well as "thick description" its production mechanism and transformation process.