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"Visual rhetoric"
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The politics of the superficial : visual rhetoric and the protocol of display
\"The Politics of the Superficial argues that the increasing volume of visually communicative surfaces in public life contributes to a very particular form of public imagination and political activity\"-- Provided by publisher.
Book
Comparing verbal and visual rhetoric – and the danger of “empirical shorthands”
This paper will evaluate the quantitative content analysis of visual rhetoric which has been put forward by George Rossolatos in the context of audio-visuality and marketing research. Rossolatos bases his taxonomy of visual rhetorical figures on Groupe µ’s adaptation of classical rhetoric in
(1970). With the aim of creating a systematic model for marketing analysis, he and his collaborators have coded and classified an extensive number of audiovisual commercials from the top international strata of economically valuable brands. For comparison, I have during a period of four years given undergraduates the task of collecting and categorizing a minimum of ten audio-visual commercials, each of which should exemplify one of the figures referred to by Rossolatos. The outcomes of the task indicate that a random explorative study with a minimum of operationalization and training of coders is enough for obtaining results akin to those reported by Rossolatos. This may be regarded as a positive outcome from a pedagogical point of view, but it may also raise the suspicion that Rossolatos’s criteria are merely intuitive. If the incidence of visual rhetorical figures is to be studied as an independent content variable of audio-visual enunciations, the values/figures should be described with greater caution.
Journal Article
A guide to post-classical narration : the future of film storytelling
\"A new and rigorous exploration of post-classical cinematic narration, prioritizing current examples and re-evaluating its development away from linear storytelling and its growing innovations in film form and narrative conventions\"-- Provided by publisher.
Book
Predicting Visual Political Bias Using Webly Supervised Data and an Auxiliary Task
The news media shape public opinion, and often, the visual bias they contain is evident for careful human observers. This bias can be inferred from how different media sources portray different subjects or topics. In this paper, we model visual political bias in contemporary media sources at scale, using webly supervised data. We collect a dataset of over one million unique images and associated news articles from left- and right-leaning news sources, and develop a method to predict the image’s political leaning. This problem is particularly challenging because of the enormous intra-class visual and semantic diversity of our data. We propose two stages of training to tackle this problem. In the first stage, the model is forced to learn relevant visual concepts that, when joined with document embeddings computed from articles paired with the images, enable the model to predict bias. In the second stage, we remove the requirement of the text domain and train a visual classifier from the features of the former model. We show this two-stage approach that relies on an auxiliary task leveraging text, facilitates learning and outperforms several strong baselines. We present extensive quantitative and qualitative results analyzing our dataset. Our results reveal disparities in how different sides of the political spectrum portray individuals, groups, and topics.
Journal Article
The Art of Visual Design: The Rhetoric of Aesthetics in Technical Communication
Purpose: By recognizing the importance of aesthetics, which have infused technical communication for centuries, designers can more effectively meet audience expectations and achieve key rhetorical goals, including heightening audience engagement, arousing emotion, and enhancing
credibility and persuasiveness. Designers can integrate aesthetics into technical communications by deploying visual conventions generated by larger cultural forces, by applying design principles that foster beauty, and by inventing novel forms.
Methods: Aesthetic theory,
both ancient and modern, and insights from practitioners create a foundation for defining beauty; research and usability studies examining audience preferences provide empirical evidence about the functional value of aesthetics; and aesthetic developments in the nineteenth century and the
subsequent shift to Modernism serve to illustrate the cultural influences on design. The Design Methods Movement affords a springboard for exploring the design process and the nature of creativity.
Results: Although theorists and practitioners hold conflicting views on the
role of aesthetics in functional design, many consider it an important factor that makes designs attractive and engaging to audiences. The pursuit of beauty continues today through the application of culturally based conventions and design principles associated with beauty.
Conclusion:
The cultural knowledge embedded in visual aesthetics operates silently, even imperceptibly, as technical communicators deploy aesthetic conventions to meet audience expectations and to streamline their design processes. At the same time, technical communicators need leeway for creativity
and novelty as they adapt visual elements to specific rhetorical situations, often seeking audience feedback about their aesthetic preferences to create engaging, persuasive, and usable designs.
Journal Article
Photo disclosure in human rights issues by fortune companies: an impression management perspective
Purpose
This study aims to investigate the representation of human rights issues within photographs in the 2015 corporate social responsibility (CSR) reports of Fortune 70 companies.
Design/methodology/approach
Content analysis is used to examine human rights photos in CSR reports by Fortune 70 global corporations for the year 2015. Based on impression management theory and Roland Barthes’ work on visual rhetoric, a total of 744 photos are analysed.
Findings
The findings of this study reflect the main feature of the omnipresence of the linguistic in photographic human rights disclosure. Denotation and connotation in the photographs are inextricably intermingled; the linguistic message has the “anchoring” function that guides the interpretations of the symbolic message of the photos. The authors conclude what the proliferation of photos and associated text achieves, or attempts to achieve, is not only to provide information, but also carry visual rhetoric and impression management.
Practical implications
International accounting standard organisations, such as GRI, might provide guidance on the utilisation of photos in CSR reports to improve the realism of the reports. The principle of balance applicable to reported information should be extended to photos as much as possible. This may help ensure that the CSR reports reflect the reality of human rights issues within the organisations, rather than the construction of idealised images.
Social implications
The findings have potential for global reporting institutions.
Originality/value
This study contributes to the impression management literature by analysing how companies present human rights issues and by demonstrating the way the photos are used to construct images of happiness, safety, diversity and mutual support.
Journal Article
Cover Images of Inflight Magazines as Airlines’ Methods of Impression Management: Alitalia’s Ulisse Magazine and Finnair’s Blue Wings Magazine
This research examines the cover images of two inflight magazines—Ulisse (Alitalia) and Blue Wings (Finnair)—as a method for airlines to manage their impression. Drawing on concept of impression management, the study focuses on the visual strategies the cover images employ in order to shape the audience’s perception of the airlines. The data consists of 90 cover images published between January 2016 and February 2020. A visual rhetorical analysis was applied to examine the visual construction of the cover images and their functions. The findings show that the cover images of Ulisse and Blue Wings employed different strategies of visual rhetoric as part of their impression management. Whereas Alitalia seemed to strive for the image of a luxury airline, Finnair endeavored to create an image of an airline for ordinary people. Theoretically, this study contributes to the current knowledge of rhetorical approach to visual impression management in corporate communications. Methodologically, the study advances the research on corporate impression management by applying an analysis of visual rhetoric.
Journal Article
ARTICULATING A NEW FRAMEWORK FOR VISUAL METAPHORS IN ADVERTISING: A Structural, Conceptual, and Pragmatic Investigation
This study develops and tests a conceptual framework for categorizing visual metaphors in advertising according to whether the pictorial elements in the ad are synthesized or juxtaposed. In this attempt, it subscribes to the view that creative ideas frequently share similar design structures and patterns in devising visual metaphors. This study demonstrates that compared with ad visuals that simply juxtapose metaphorical objects, ad visuals that synthesize conceptually similar metaphorical objects provoke greater elaboration and elicit more favorable consumer attitudes toward both the ad and the brand. These positive effects are not free of comprehension costs, however. Ads that synthesize very dissimilar objects (as compared with ads that juxtapose objects) fail to produce the same benefits and might, in some cases, even risk reducing the persuasiveness of the argument about key product attributes in the advertising message.
Journal Article
Contaminated Communities: The Metaphor of \Immigrant as Pollutant\ in Media Representations of Immigration
Popular rhetoric about immigration often operates by constructing metaphoric representations of immigrants that concretize the social \"problem\" and connote particular solutions. Scholars have identified discursive connections between the rhetoric of immigration and representations of other human problems such as crime or war. This essay identifies another metaphor present in popular media coverage of immigration, particularly visual images of immigrants. The metaphor of \"immigrant as pollutant\" present in news media discourse on immigration can have serious consequences for societal treatment of immigrants as well as the policies designed to respond to immigration.
Journal Article
A visual and rhetorical perspective on management control systems
Purpose
The purpose of this paper is to explore the role and function of visuals, visual communication and information design as they relate to management control systems and visual management (VM) in lean-inspired organisations. This paper helps expand knowledge on how visual and design studies can contribute to research on VM as part of a management control system.
Design/methodology/approach
A study is outlined, which was conducted at a multinational manufacturing company to investigate employees’ perceptions and use of visual devices on the shop floor, including their related reactions and behaviour. The study is delimited to operation management, lean manufacturing and lean boards (i.e. daily management boards and performance measurement boards).
Findings
The findings point out the persuasive purpose of lean boards, as well as the metaphoric and persuasive functions of the visuals and information design in management control systems.
Originality/value
Visual research and design research are rare within studies of management control systems. There is a need to perform research that takes into account the role and function of visual communication and information design in VM. The proposed areas for future research can provide design principles, as well as insights into the complexity of visual communication and information design in VM and management control studies.
Journal Article