Handbook of Visual Communication: Theory, Methods, and MediaKenneth L. Smith, Sandra Moriarty, Keith Kenney, Gretchen Barbatsis This Handbook of Visual Communication explores the key theoretical areas in visual communication, and presents the research methods utilized in exploring how people see and how visual communication occurs. With chapters contributed by many of the best-known and respected scholars in visual communication, this volume brings together significant and influential work in the visual communication discipline. The theory chapters included here define the twelve major theories in visual communication scholarship: aesthetics, perception, representation, visual rhetoric, cognition, semiotics, reception theory, narrative, media aesthetics, ethics, visual literacy, and cultural studies. Each of these theory chapters is followed by exemplar studies in the area, demonstrating the various methods used in visual communication research as well as the research approaches applicable for specific media types. The Handbook serves as an invaluable reference for visual communication theory as well as a useful resource book of research methods in the discipline. It defines the current state of theory and research in visual communication, and serves as a foundation for future scholarship and study. As such, it is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines in which the visual component is key, including advertising, persuasion, and media studies. The volume will also be useful to practitioners seeking to understand the visual aspects of their media and the visual processes used by their audiences. |
Contents
Preface | |
AESTHETICS | |
Creative Visualization | |
PERCEPTION | |
Eye Tracking Methodology and the Internet | |
A Critical Analysis | |
REPRESENTATION | |
Formative Research Design Method | |
The Rhetoric of the Clothesline | |
Cognitive Theory | |
Childrens Comprehension of Visual Images in Television | |
Visual Semiotics Theory | |
An IntendedPerceived Study Using Visual Semiotics | |
A Semiotic Approach | |
RECEPTION THEORY | |
A Textual Analysis of Political Television | |
Photographic Coverage of Blacks | |
VISUAL RHETORIC | |
A Visual Rhetorical Study of a Virtual Universitys Promotional Efforts | |
Visual Metaphors in Print Advertising for Fashion Products | |
Phenomenology and Historical Research | |
Dialogue | |
Common terms and phrases
advertising aesthetic African American American analysis analyzing artist audience banner banner ad brain camera chapter children«s close-up Clothesline Project codes cognitive color commercial create critical cultural studies depicted developed digital manipulation discourse discussion documentary documentary photography dominant elements emotional encoding ethics event example experience film fixation frame function gestalt hemisphere Hispanic human iconic ideational ideology illustration imagery intelligence interaction interpretation interpretive communities intuitive Jackson Jackson«s speech Journal logic look mass media meaning media aesthetics narrative newspaper notion object omniphasic perception perspective phenomenology photograph photojournalism pictorial picture production promo questions Ramayan reader reality reception theory relationship representation response scene scholars screen semiotic sense shots significant social spatial story structure symbols television theory understanding Unisys University Press verbal viewers visual communication visual images visual literacy visual metaphors visual rhetoric Wollheim words York Zettl