Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careers
Visual Communication: Insights and Strategies explores visual imagery in advertising, news coverage, political discourse, popular culture, and digital and social media technologies. It is filled with insights into the role of visuals in our dynamic social environment and contains strategies on how to use them.
The authors provide an overview of theoretically-informed literacy and critical
analysis of visual communication and demonstrate the ways in which we can assess and apply this knowledge in the fields of advertising, public relations, journalism, organizational communication, and intercultural communication. This important book:
* Reveals how to analyze visual imagery
* Introduces a 3-step process, Research-Evaluate-Create, to apply the knowledge gained
* Combines research, theory, and professional practice of visual communication
Designed for undergraduate and graduate courses in visual communication as well as visual rhetoric, visual literacy, and visual culture, Visual Communication: Insights and Strategies reveals how to apply rhetorical theories to visual imagery.
Autorentext
Janis Teruggi Page is Clinical Assistant Professor, Communication Department, University of Illinois at Chicago.
Margaret Duffy is Executive Director, Novak Leadership Institute and Professor of Strategic Communication, University of Missouri.
Inhalt
Preface xi
Acknowledgments xiii
About the Authors xiv
Part One: Understanding Visual Communication 1
Chapter 1: Making Sense of Visual Culture 3
1000 Words or One Simple Picture?
Pics or it didn't happen 3
Key Learning Objectives 5
Chapter Overview 5
How Visuals Work 5
Photographic Truth? 5
FOCUS: A Historical Perspective on Visual Culture 6
Growing Importance of Visuals 7
Our Precarious Visual Culture 7
Political Persuasion 7
Digital Transformation of Visual Culture 8
Smartphones and Visual Culture 9
Multiple Meanings 10
Polysemy 10
FOCUS: Trump's Hand Gestures 12
Form and Content 14
Decoding Visual Messages 15
Semiotics: Signs and Symbols 15
Visual Rhetoric 17
FOCUS: Saving Big Bird 18
What's Ahead? 18
Chapter Summary 19
Key Terms 19
Practice Activities 20
Note 20
References 20
Chapter 2: Visualizing Ethics 23
Revealing Shortcuts and Missteps
Friend or Foe? Hero or Villain? 23
Key Learning Objectives 24
Chapter Overview 24
How Visuals Work: Ethical Implications 25
FOCUS: Images of Tragedy:
Afghan Victim 26
Foundations of Ethical
Thought 27
Visual Deception 30
To Tell the Truth . . . or Not 30
Visual Manipulation Issues 31
FOCUS: Digital Manipulation 32
Framing that Distorts Reality 33
Effects of Virtual Reality 35
Visual Metaphors and thics 35
Brand Mascots and Celebrities 35
Favored Strategy in
Advertisements 36
Visual Appropriation 37
Mashups and Remixes 38
Homages 38
Applying Ross's Ethics 39
Unintended Effects 39
FOCUS: Rethinking Diversity in Visual Narratives 40
The Potter Box 41
Chapter Summary 43
Key Terms 43
Practice Activities 44
Note 44
References 44
Chapter 3: Ways of Seeing 47
Visual Rhetoric
What's in a Wink? 47
Key Learning Objectives 50
Chapter Overview 50
Three Key Terms 50
What Is Theory? 50
Rhetorical Theory 51
Methodology 51
FOCUS: Visual Rhetoric in Fake Facebook Accounts 51
Visual Rhetoric 53
Two Meanings of Visual Rhetoric 53
FOCUS: The Visual Rhetoric of Quirky and Magical Images 56
Basics for Analyzing Visual Rhetoric 57
Durand's Visual Rhetoric Matrix 58
FOCUS: Visual Rhetoric Glossary 61
The Different Lenses of Visual Rhetoric 61
Sign Language (Semiotic Theory) 62
This Means That (Metaphor Theory) 63
FOCUS: Visual Rhetoric in Activist Campaigns 64
Storytelling (Narrative Paradigm Theory) 66
Visual Voices (Symbolic Convergence Theory) 67
FOCUS: Visual Rhetoric Analysis: One Student's Example 69
Chapter Summary 70
Key Terms 70
Practice Activities 70
References 71
Part Two: Basic Ways of Seeing, Interpreting, and Creating 73
Chapter 4: Sign Language 75
Semiotics
The $20 Controversy 75
Key Learning Objectives 78
Chapter Overview 78
Semiotics: The Science of Signs with Meanings 79
What Is a Sign? 79
Semiotic Knowledge Expands Visual Awareness 80
FOCUS: Pe...