Text and Image Studies: Theory of East Asian Cultural Diffusion

Abstract The word ‘Text’ in Text and Image Studies encompasses sound/ language text, textual body, word/ literary text and image text. ‘Image’ represents not only pictorial illustrations, but also symbols, icons, logos/ trademarks and other forms of visual rhetoric, as well as videos, lines and printed material. Text and Image Studies offers valuable approaches in the investigation and analysis of the complexity of the interplay, interrelations and disjunctions between text and image in various forms of visual media. Chief subjects of interest include creativity and innovation, distribution and dissemination, sociopolitical implications, impact on consumerism, psychological effects on human cognition, etc. The theoretical application of Text and Image Studies in the East Asian cultural exchange discussed in this article is the fruit of almost two decades of research. The article uses a seven-pronged approach - canonization, politicization, conceptualization, abstraction, localization, standardization, modularization- in the study of East Asian cultural exchange in variety of regions, time periods, and genre in an attempt to explore new research ideologies and theories.