Janis Teruggi Page (University of Illinois - Chicago), Margaret Duffy (University of Missouri)

Visual Communication

Insights and Strategies

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons / Wiley-Blackwell
• Artikelnr. des Verlages: 1A119226470
• 1. Auflage
• Seitenzahl: 336
• Erscheinungstermin: 8. Juli 2021
• Englisch
• Abmessung: 254mm x 178mm x 18mm
• Gewicht: 722g
• ISBN-13: 9781119226475
• ISBN-10: 1119226473
• Artikelnr.: 59787875

Autorenporträt

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.

Inhaltsangabe

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