从“叙事转向”到“视觉转向”: 视觉传播在健康传播研究中的路径启发

文学与医学融合发展而形成的叙事医学日益受到医学界和传播学者的关注,叙事医学从学科交叉互融的角度为视觉传播与健康传播研究带来路径启发。进入21世纪,视觉叙事不仅囊括传统的图像、图解和视频动画,更吸纳了诸如360°全景影像、增强现实和虚拟现实等新兴技术。融合上述视觉元素,以视觉传播为基础的健康传播将极大丰富目前单一文本驱动的叙事医学。鉴于视觉传播呈现长足发展的新趋势,如何准确测评视觉叙事在医疗健康领域的效度成为传播学者亟待研究的新领域。文章在梳理叙事医学发展历程与积极作用的基础上,强调视觉传播在叙事医学中的特殊贡献,并提出叙事医学"视觉转向"这一概念。本文期望在医学和传播学交叉的视阈中寻找更多提高医疗质量及改善医患矛盾的新途径,最终提升大众健康水平。

A growing academic attention has been devoted to the role of narrative medicine in improving medical practices since the 1960 s.In the 21 st century,visual communication embodies not only images,video and comics but also new visual materials in the forms of 360°video,augmented reality（AR）and virtual reality（VR）.Meanwhile,medical practices begin to adopt the new visual materials rapidly but with little input from communication scholars.In this context,both communication and medical researchers face the challenge of assessing the benefits of visual communication in medical practices.After examining the four stages of narrative medicine since the 1960 s,this review first analyzes the special contributions visual communication made to health care in the past decades,and then introduces the concept of“visual turn”for the first time to represent the new development of narrative medicine.Hence,it predicts that the “visual turn”of visual communication—incorporating new visual elements like 360°video,AR and VR—should further enrich the text-driven narrative medicine by blazing new trails in improving health care for the public,including the relations between physicians and patients.