741-760 of 766 Results


Understanding Communication Through a Historical Lens  

Clark Callahan

Historical emergences of new communications technologies have had a dramatic impact on the structures of international contact. While these advances come in many forms, they all affect the ecology of international communications. Some forms of advances, such as the physical, are often overlooked and perhaps even trivialized. Advances like the stirrup and hay allowed increased movements, often in the form of conquests that brought disparate people and cultures into physical contact. Intellectual advancements such as the scientific method, mathematics like calculus and trigonometry, Copernicus’s heliocentrism, and Darwin’s theory of evolution bridged international boundaries through the formation and maintenance of international academic communities.


Understanding Hate Speech  

Michael S. Waltman and Ashely A. Mattheis

Most of the research dealing with hate and hate speech has examined the practices and discourses of hate groups and hate crimes. This work has tended to focus on hate and hate speech directed at African Americans, Jews, and other nonwhites by white supremacist groups. An emerging and growing literature examines hate and hate speech that is used by men to target and harass women. Research in this area has focused on the ways that hate speech produced by organized hate groups and men’s rights activist groups is used to recruit new members, to socialize new members, to radicalize people, and to encourage ethnoviolence. The Internet has had a revolutionizing influence on these groups’ use of hate speech. Additionally, hate novels and “hate music” have played important roles in the recruitment of people into the hate movement and promoted violence against those perceived as enemies of Aryans.


The United States Military: Sites of Intergroup Discourses  

Erin Sahlstein Parcell

The United States military is a frequent point of public conversation since the terrorist attacks on September 11th, 2001. Approximately two and a half million service members have deployed in the Global War on Terror, and many have completed multiple deployments with almost 7,000 fatalities across operations in Iraq and Afghanistan. Communication research on the military has a long history but since 9/11 has picked up pace with scholars seeking to understand the military’s relationship with the media, its discussion in the public sphere, and the interpersonal/familial experiences of service members and their families. The theoretical and methodological approaches are wide ranging within the discipline, but an intergroup perspective is noticeably absent. Many opportunities exist for answering intergroup communication questions, most notably at the military and civilian divide and, in turn, offering insight about and practical suggestions for communication within and about the military. Given the numerous possibilities for intergroup communication research related to the military, researchers should seize the opportunity to bring new theoretical and methodological approaches to the area. One theory, which has not been used in the intergroup communication scholarship but has great potential for this part of the discipline, is relational dialectics theory. Relational dialectics theory (RDT) is a critical/interpretive theory/method package that explores the substance and form of relational talk with a keen eye for dominant and marginalized discourses. For example, intergroup communication scholars who study the military from an RDT perspective could help illuminate how different groups (e.g., military families and civilian families; same-sex military married couples; and opposite-sex military married couples) understand and construct, for example, their similarities and differences with the goal of improving their interactions. Intergroup communication scholars could use also RDT to study how multiple group-related discourses are present within military groups who have diverse membership (e.g., Family Readiness Groups, FRGs) where members constitute the intersections of several identities (e.g., military wives are simultaneously members of military culture but technically are not military personnel; members are also often simultaneously women, spouses, who, in some cases, are mothers who come from different socioeconomic and ethnic groups, as well as identify as officer or enlisted wives).


Unruly Multiculture: Struggles for Arts and Media Diversity in the Anglophone West  

Ien Ang

During the past half century, advanced Western democracies have all become so-called multicultural societies, hosting in their midst people of various ethnic, racial, and religious backgrounds as a consequence of mass immigration from other areas of the world. However, the arts and media sectors have been lagging behind in representing this increased cultural diversity and are therefore failing to contribute fully to the making of a dynamic and vibrant multiculture: the flourishing of a plurality of cultural forms and practices to represent different perspectives on society and the world, expressed by different sections of society and from different corners of the world. Instead, the issue of diversity is increasingly recognized as one of the most problematic quandaries afflicting arts and media organizations. As a consequence, diversity is now widely made a policy priority across the sector, as reflected in the diversity and inclusion policies and strategies that virtually every self-reflecting arts or media organization now has to incorporate in their strategic and operational plans, especially in Anglophone Western societies. Nevertheless, the lack of progress made by such diversity measures in the past few decades suggests that diversity may be pursued as a stated cause but remains elusive in practice. The problem of diversity, in short, is a symptom of deep institutional ambivalence in relation to the making of multiculture. This ambivalence can be understood by considering the word with which diversity is constantly associated: inclusion. “Inclusion” is a paradoxical goal because it is surreptitiously based on continued marginalization: To be included does not mean becoming an integral part of the mainstream; it means to be content with hovering on the periphery of the mainstream. In other words, the vision of inclusion is limited because it does not undermine the hegemony of the dominant culture; instead, it shores it up by containing diversity within its allocated specialist box—be it as “multicultural arts,” “Black cinema,” “minority culture,” etc. Many cultural institutions in the West bear the traces of White hegemony in their DNA but are so deeply embedded within the cultural infrastructure of modern society that getting rid of them is nigh unimaginable. This is a structural double bind that informs the fractiousness and divisiveness across the field of multiculture today. Outside the established cultural sector, there is a proliferation and fragmentation of multiculture on a global scale, where digital platforms such as YouTube, Instagram, and TikTok are the new cultural infrastructures carrying vast flows of heterogeneous and capricious multiculture in ways that are distinctly transgressive, disrupting and transcending the biases and confinements of the dominant, nationally defined cultural sphere in unruly ways.


Urban Communication  

Susan J. Drucker and Gary Gumpert

Cities themselves function as media of communication. They are places where messages are created, carried, and exchanged by structures, infrastructures, and people. Urbanity is an age-old phenomenon undergoing radical transformation as developing means of communication redefine traditional notions of place and space. Urban communication meshes population density, technology and social interaction. Urban communication, like urban studies, is an interdisciplinary field that provides a fresh perspective from which to view the city and its transformation. The communication lens offers valuable perspectives and methodologies for the examination of urban and suburban life. It conceptualizes the city as a complex environment of interpersonal interaction, a landscape of spaces and places that shape human behavior, and an intricate technological environment. The development of urban communication research and activities is traceable from the early works a diverse group of urbanists to more current research programs conducted by communication scholars. Urban communication foregrounds communication in the study of the urban landscape. The unique patterns and needs of urban dwellers and communities are examined in an age where cities are layered with media technologies. An increasing number of technologies enable information from the digital world to be layered onto the physical world through augmented realities, thereby altering the person–environment relationship by creating spaces in which users interact with their physical surroundings through digital media. The future of cities is increasingly influenced by media technology. Cities are global, connected, inclusive, livable, green, sustainable, mega, and smart. Cities have been identified as communicative cities. There are many ways of looking at communication and cities and the history and broad parameters of the growing area of urban communication.


U.S. Freedom of Information Act and Democratic Accountability  

Michael Schudson

In the 1950s and 1960s, the U.S. Congress, with allies in the news media, created legislation that came to be known as the Freedom of Information Act (FOIA). It was designed to help hold the federal executive accountable to the public. It became law in 1966. Its significance can be understood in several contexts: (1) in connection with a special relationship of journalists to the operation of the FOIA; (2) in terms of arguments that transparency in government is necessary for citizens’ informed participation in democracy and that, on the other side, there are strong democratic arguments that transparency should be limited in the pursuit of other legitimate values, some of them recognized in the language of the FOIA itself that government agencies may deny a citizen's request for information on the grounds that honoring the request could endanger national security, personal privacy, the integrity of internal government deliberations, or other significant objectives; and (3) that freedom of information law are one institution within a wider web of institutions and practices dedicated to holding government accountable. In this regard, the U.S. Freedom of Information Act can also be seen in a broad context of a cultural shift toward “openness” and a political shift toward what has been called a “monitory” model of democracy.


Using Guilt to Motivate Individuals to Adopt Healthy Habits  

Monique Mitchell Turner

In social marketing, the use of guilt appeals can be effective for influencing healthy behaviors. Guilt, being a moral, other-based emotion, can spur people to think of others, act honestly, and be empathetic. Likewise, collective guilt, the feeling that arises when people believe their in-group caused illegitimate harm to others, can lead people to feel positively toward the victimized others and desire policies that will help them. We can see then, that guilt, though often considered “negative” can lead to an array of prosocial, constructive, behaviors. In that vein, a number of researchers have assessed the possibility that guilt based persuasive appeals can induce such positive behaviors. Clearly, guilt-appeals can be an effective tool for reducing risk (STI testing), increasing prevention practices (encouraging mammograms), and effecting altruistic health-related behaviors (donating blood). In the correct conditions, guilt appeals can induce guilty feelings, lead people to want to “right the wrong,” generate positive attitudes about the message’s advocacy, and intend to engage in a behavior.


Using Maps to Display Geographic Risk, Personal Health Data, and Ownership  

Suellen Hopfer and Genesis Gutierrez

Fundamental structural features of risk maps influence how health risk and burden information is understood. The mapping of health data by medical geographers in the 1800s has evolved into the field of geovisualization and the use of online, geographic information system (GIS) interactive maps. Thematic (statistical) map types provide basic principles for mapping geographic health data. It is important to match the nature of statistical data with map type to minimize the potential for communicating misleading messages. Strategic use of structural map features can facilitate or hinder accurate comprehension of health risk messages in maps. A key challenge remains in designing maps to communicate a clear message given the complexity of modern health risk burdens. Various structural map features such as symbols, color, grouping of statistical data, scale, and legend must be considered for their impact on accurate comprehension and message clarity. Cognitive theory in relationship to map comprehension plays a role, as do insights from research on visualizing uncertainty, future trends in developing predictive mapping tools for public health planning, the use of geo-social and “big data,” as well as data ownership.


Using Pictures in Health and Risk Messages  

Sarah C. Vos and Elisia Cohen

Using pictures (also called images) in health and risk messages increases attention to messages and facilitates increased retention of message content, especially in low-literate populations. In risk communication, researchers have found that pictorial warnings stimulate communication and that images without text can communicate risk information as effectively (or, in some cases, more effectively) than text. However, little empirically based guidance exists for designing images for health and risk messages because most studies use an absence-presence model and compare visual communication to textual communication, rather than compare different types of visual communication. In addition, visual communication theories focus on describing the “how” aspect of communication instead of offering proscriptive guidance for message design. Further complicating the design of visual messages is that the number of possibilities for a visual message is, like text-based messages, almost infinite. Choices include colors, shapes, arrangement, and the inclusion of text, logos, icons, and so on. As a result, best practices on visual messages often draw on design recommendations. Before the widespread advent of Internet use and the adoption of social networking sites like Facebook and Twitter, using images—especially color images—could be cost prohibitive. However, these online platforms facilitate the distribution of visual content, and many public health organizations use these platforms to distribute visual messages. The need for guidance and research on using pictures effectively is growing. Although there has been increasing focus on images in health messages, many questions still exist about how visual messages should be composed and what their effect is. The existing evidence suggests that visual information can improve persuasive and, on social networking sites, diffusion outcomes. However, visual information may be prone to misinterpretation. Researchers should also evaluate ethical considerations when choosing pictures. Message testing is highly recommended.


Using Quotations in Health and Risk Message Design  

Rhonda Gibson

Quotations, something that a person says or writes that is then used by someone else in another setting, have long been a staple of news stories. Reporters use quotations—both direct and paraphrased—to document facts, opinions, and emotions from human and institutional sources. From a journalistic standpoint, quotations are beneficial because they add credibility to a news report and allow readers/viewers to consider the source of information when evaluating its usefulness. Quotations are also valued because they are seen as adding a “human” element to a news report by allowing sources to present information in their own words—thus providing an unfiltered first-person perspective that audiences may find more compelling and believable than a detached third-person summary. Research into the effects of news report quotations has documented what journalists long assumed: Quotations, especially direct quotes using the exact words of a speaker, draw the attention of news consumers and are often attended to in news stories more than statistical information. Studies show that the first-person perspective is considered both more vivid and more credible, a phenomenon that newspaper and website designers often capitalize on through the use of graphic elements such as the extracted quote. Quotations in news stories have also been found to serve as a powerful persuasive tool with the ability to influence perception of an issue even in the face of contradictory statistical information. This is especially true when the topic under consideration involves potential risk. Direct quotations from individuals who perceive high levels of risk in a situation can sway audience perceptions, regardless of whether the quoted risk assessments are supported by reality. The power of quotations remains strong in other forms of communication involving risk, such as public service, health-related, or promotional messages. The vivid, first-person nature of quotes draws the attention of audiences and makes the quoted information more likely to be remembered and to influence future judgments regarding the issue in question. This presents the message creator, whether it be a journalist or other type of communicator, with a powerful tool that should be constructed and deployed purposefully in an effort to leave audiences with an accurate perception of the topic under consideration.


Verbal Communication Styles and Culture  

Meina Liu

A communication style is the way people communicate with others, verbally and nonverbally. It combines both language and nonverbal cues and is the meta-message that dictates how listeners receive and interpret verbal messages. Of the theoretical perspectives proposed to understand cultural variations in communication styles, the most widely cited one is the differentiation between high-context and low-context communication by Edward Hall, in 1976. Low-context communication is used predominantly in individualistic cultures and reflects an analytical thinking style, where most of the attention is given to specific, focal objects independent of the surrounding environment; high-context communication is used predominantly in collectivistic cultures and reflects a holistic thinking style, where the larger context is taken into consideration when evaluating an action or event. In low-context communication, most of the meaning is conveyed in the explicit verbal code, whereas in high-context communication, most of the information is either in the physical context or internalized in the person, with very little information given in the coded, explicit, transmitted part of the message. The difference can be further explicated through differences between communication styles that are direct and indirect (whether messages reveal or camouflage the speaker’s true intentions), self-enhancing and self-effacing (whether messages promote or deemphasize positive aspects of the self), and elaborate and understated (whether rich expressions or extensive use of silence, pauses, and understatements characterize the communication). These stylistic differences can be attributed to the different language structures and compositional styles in different cultures, as many studies supporting the Sapir-Whorf hypothesis have shown. These stylistic differences can become, in turn, a major source of misunderstanding, distrust, and conflict in intercultural communication. A case in point is how the interethnic clash between Israeli Jews and Palestinian Arabs can be exacerbated by the two diametrically opposite communication patterns they each have, dugri (straight talk) and musayra (to accommodate or “to go along with”). Understanding differences in communication styles and where these differences come from allows us to revise the interpretive frameworks we tend to use to evaluate culturally different others and is a crucial step toward gaining a greater understanding of ourselves and others.


Video Games and Gaming: Reaching Audiences With Health and Risk Messages  

Anthony M. Limperos

Video games are a very popular form of entertainment media and have been the subject of much debate since their meteoric rise to popularity in the 1980s. Similar to the criticisms leveraged against other forms of media, video games have often been scrutinized for their potential to negatively influence those who play them. However, since the beginning of the 21st century, many new genres of video games have emerged and as a result, both public dialogue and research attention have shifted more toward understanding how certain games can be used for prosocial purposes. Exercise-based and active video games (AVGs) are a type of game which requires players to get up and move instead of simply sitting in front of the TV and pushing buttons. These types of games have received a lot of popular press and scholarly attention due to the fact that they encourage movement and may be used as a health intervention tool, especially to combat problems like obesity and overweight. Even though there has been significant research attention focused on the potential health benefits of playing these types of games, there is still much work to be done. While researchers have advanced a general understanding of why certain AVGs are effective or ineffective, there needs to be a greater emphasis on understanding the process by which these games can be motivating and influential. Shedding light on what makes AVGs potentially effective health management and intervention tools will not only be important for motivating people to become more active, but may also help inform research which focuses on how video games may be used in the health domain more generally.


Video-Mediated Communication  

Sean Rintel

This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Communication. Please check back later for the full article. Video-mediated communication (VMC) has a long history. Fictional depictions of variously named VMC systems began appearing in late 19th century illustrations and novels as plausible extensions of telegraphy, telephony, and filmic and televisual moving pictures. AT&T demonstrated experimental one-way combined telephone and television streams in 1927, and the German Post Office had a fully operative public videophone system as early as 1936. However, despite the apparent early progress, VMC has had a surprisingly rocky path to mainstream use—indeed, it might even be argued that VMC is still not the ubiquitous medium one would assume of “the next best thing to being there” (as Julius Molnar said of the AT&T Mod I in the 1960s). Commercial VMC and research have intertwined themes. Changing technologies and difficulties in institutional and domestic commercialization are set against research into the value, form-factors, and member methods for conveying social presence over distance. These issues are as relevant to current VMC as they have ever been, and augmented reality technologies will introduce yet more new opportunities and challenges.


Violent Media Content and Effects  

Robert Busching, Johnie J. Allen, and Craig A. Anderson

In our modern age, electronic media usage is prevalent in almost every part of the world. People are more connected than ever before with easy access to highly portable devices (e.g., laptops, smartphones, and tablets) that allow for media consumption at any time of day. Unfortunately, the presence of violence in electronic media content is almost as prevalent as the media itself. Violence can be found in music, television shows, video games, and even YouTube videos. Content analyses have shown that nearly all media contain violence, irrespective of age rating (Linder & Gentile, 2009; Thompson & Haninger, 2001; Thompson, Tepichin, & Haninger, 2006; Yokota & Thompson, 2000). It is therefore important to ask: What are the consequences of pervasive exposure to screen violence? One consequence of media violence exposure, hotly debated by some in the general public, is increased aggressive behavior. This relationship was investigated in many studies using experimental, longitudinal, or cross-sectional design. These studies are summarized in meta-analyses, which support the notion that media violence increase the likelihood of acting aggressively. This link can be explained by an increase in aggressive thoughts, a more hostile perception of the environment, and less empathic reaction to victims of aggressive behavior. However, the often debated notion that media violence allows one to vent off steam, leading to a reduced likelihood of aggressive behavior, has failed to receive empirical support. The effect of media violence is not limited to aggressive behavior; as a consequence of violent media usage attentional problems arise and prosocial behavior decreases.


Viral Marketing and Exposure to Health and Risk Messages  

Helena Sofia Rodrigues and Manuel José Fonseca

In the context of epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people, in a given population, within a short period of time. When we refer to the marketing field, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This marketing communication strategy is currently assumed to be an evolution by word of mouth, with the influence of information technologies, and called Viral Marketing. This stated similarity between an epidemic and the viral marketing process is notable yet the critical factors to this communication strategy’s effectiveness remain largely unknown. A literature review specifying some techniques and examples to optimize the use of viral marketing is therefore useful. Advantages and disadvantages exist to using social networks for the reproduction of viral information. It is very hard to predict whether a campaign becomes viral. However, there are some techniques to improve advertising/marketing communication, which viral campaigns have in common and can be used for producing a better communication campaign overall. It is believed that the mathematical models used in epidemiology could be a good way to model a marketing communication in a specific field. Indeed, an epidemiological model SIR (Susceptible-Infected-Recovered) helps to reveal the effects of a viral marketing strategy. A comparison between the disease parameters and the marketing application, as well as simulations using Matlab software explores the parallelism between a virus and the viral marketing approach.


Virtual Reality Horror Games and Fear in Gaming  

Tammy Jin-Hsuan Lin

Fear is a basic human emotion important for survival and for staying alert to potential danger. In psychology, fear is defined as a discrete emotion to help humans adapt to the environment and serves as a signal for potential danger to help humans avoid or prepare for such threats. While fear is typically experienced through real-world threats as a natural response for survival, modern society also exposes us to fear through mediated content like movies and news. Interactive media, such as video games and virtual reality (VR), have emerged as new ways to experience fear because of their immersive environments. Researchers have discovered that people have similar reactions to both real-life and mediated threats. Previous studies have explored the reasons and methods behind how people experience fear through media. With advancements in technology, researchers have also examined the emotional impact of interactive media, such as video games and VR. This article examines fear elements, fear reactions, and coping reactions in video games and VR. Results indicate that horror games are the most likely to elicit fear responses in video games, and participants often experience greater cognitive than physical reactions. In VR, research has shown that elements that make players feel realistic inside the games, termed plausibility illusion elements, are most effective in eliciting fear. Players’ reactions toward the VR horror games include active approach strategies, or a constant reminder that the VR events are not real; directly disengaging physically and mentally; and other self-help coping strategies. In addition to immediate fear during VR-horror gameplay, some players showed residual fear on the day after they finished playing the game, indicating that the Tetris effect is strong in VR-horror games. Overall, the empirical evidence in existing gaming literature show that emotional responses are greater in VR than in non-VR video games. The literature also explores the appeal of horror games, and their mechanisms are reviewed. By understanding the fear responses of audiences in video games and VR, researchers and the industry can design effective intervention and training materials. Media-elicited fear, mediated fright, is reviewed, followed by the appeal of horror games. Game elements from the design perspective to discuss various elements in horror games that may elicit fear are also reviewed. Fear reactions, negative emotions experienced in horror games and other game-related elements such as music and soundtrack, virtual environment, game characters’ appearance, and their facial expressions, all contributed to the fear emotion among players. The discussion of unique affordances and traits of VR and its implications conclude the article.


Vision and Promoting Health  

Marla L. Moon

A visual impairment can affect cognitive, emotional, neurological, and physical development. Visual impairment impairs reading speed and comprehension, and is often mistaken for a learning disability. Learning is accomplished through complex and interrelated processes, one of which is vision. As a result, visual impairments limit the range of experiences and kinds of information to which one is exposed. A reliance on visual cues in health and risk messages intensifies these effects with regard to health information. The millions of children and adults who are affected by visual impairments worldwide thus require specific consideration regarding how best to make health information accessible for them. The reliance on caretakers to address the health information needs of those living with visual impairments violates their privacy and threatens their emotional well-being. Technological and modality advances that rely on touchscreens that lack tactile or auditory cues marginalize a broad segment of society that is in need of gateways to overcome barriers to accommodating visual impairment. In designing strategic health and risk messages, consideration should be given to this scope of possible limitation and its implications for access to and processing of health and risk information. Health and risk message designers should understand both the realities of challenges to accessing information for the visually impaired and strategies for addressing these realities and the scope of the issue worldwide and across the lifespan.


Visuality and Security  

Axel Heck

The term security has its origins in the Latin word securitas, which could be translated as “without care” or “without worries.” Security as a concept used in social sciences indicates a specific political condition or social constellation under which an individual, larger group, or state routinely exists without the worry of being physically harmed, attacked, or otherwise injured. In times of crisis, where civil wars threaten the stability and the security of whole regions, where terrorists aim to kill civilians and millions of refugees leave their homes searching for more secure places, it is no wonder that the concept of security has gained much attention and is debated in political and academic circles. Taking a closer look at the academic debates in political science and communication studies reveals different ontological understandings about what “security” is and a variety of epistemological approaches how to study it. While positivists take security as a fact and an objective condition that can be measured and clearly defined, critical approaches question that security is an objective or given fact. In critical security studies, security and especially insecurity are understood as social and discursive practices. If security and insecurity are not taken as objective facts, but as the result of social constructions, the question arises of how, and under which conditions, security and insecurity are socially constructed and who or what contributes to these discourses in a meaningful way. While the significance of language for the discursive construction of security is well researched in social sciences, the visual dimension of security discourses has caught particular attention in the last decade in political and communication studies. This has occurred because where, what, and how we see (media reports, pictures of catastrophes and war, street crime, violence, suspects, terrorists etc.) significantly shape our understanding of security and insecurity. Alternatively, or more precisely, security discourse is hard to imagine without reference to some sort of visual communication. Communication studies and political science (especially the subdiscipline critical security studies, or CSS) have focused on the nexus between visuality and security for many years now—but in interdisciplinary coexistence rather than in exchange. This article intends to bridge this gap between the disciplines by introducing theoretical concepts and paths in literature of both research traditions. In particular, the concept of visual securitization might be an interesting toehold, as it sheds light on the question of how visual communication (media images, television, films, and other media) contribute to the discursive construction of threats, dangers, and insecurities, thereby enabling extraordinary political measures (from public surveillance to so-called enhanced interrogation techniques and military interventions) to secure the endangered referent object.


Visual Rhetoric  

Zazil Reyes García

The growing field of visual rhetoric explores the communicative and persuasive power of the visual artifacts that surround us. This relatively new branch of rhetoric emerged in the late 20th century, disrupting a discipline that was traditionally concerned with the spoken and written word. The artifacts studied through the lens of visual rhetoric comprise visual images and objects that are human created and culturally meaningful. They include two-dimensional images, such as political cartoons and video advertising, and three-dimensional objects such as museums and murals. Visual rhetoric can also include the analysis of embodied performance and thus examine the body as argument. Although much of the scholarship focuses on the power of images in shaping people’s understanding of the world, there is also a recognition of the power of looking. Meaning does not reside in the images around us; we participate in its construction. To better understand visual rhetoric, it is important to review its emergence as an area of study, its definitions, and some of the recurring themes in the scholarship.


Visual Rhetoric and Semiotic  

Marcel Danesi

Visual Rhetoric (VR) is a field of inquiry aiming to analyze all kinds of visual images and texts as rhetorical structures. VR is an offshoot of both visual semiotics, or the study of the meanings of visual signs in cultural contexts; and of the psychology of visual thinking, as opposed to verbal thinking—defined as the capacity to extract meaning from visual images. The basic method of VR, which can be traced back to Roland Barthes’s pivotal 1964 article “The Rhetoric of the Image,” is to unravel to connotative meanings of visual images. The picture of a lion, for instance, can be read at two levels. Denotatively (or literally) it is interpreted as “a large, carnivorous, feline mammal of Africa.” This level conveys informational or referential meaning. But the image of lion in, say, an advertisement or music video invariably triggers a connotative sense—namely, “fierceness, ferociousness, bravery, courage, virility.” The key insight of VR is that connotation is anchored in rhetorical structure, that is, in cognitive-associative processes such as metaphor and allusion, which are imprinted not only in verbal expressions, but also in visual images. So, the image of a lion in, say, a logo design for men’s clothing would bear rhetorical-connotative meaning and affect the way in which the clothing brand is perceived. This same basic approach is applied to all visual expressive artifacts, from traditional visual art works to the design of web pages and comic books. VR is showing that visual objects are rhetorical objects and that, therefore, they can be used to influence and persuade people as effectively as rhetorical oratory, if not more so. Given its simple, yet effective method of analysis, VR is spreading to various disciplines as a technique, including psychology, anthropology, marketing, and graphic design, among many others, affirming how visual images tap into a system of symbolism that is interconnected with other forms of symbolism and representation.