Handbook Of Visual Communication: Theory, Methods, And Media

Description

This Handbook of Visual Communication explores the key theoretical areas and research methods of visual communication. 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 discipline. The second edition of this already-classic text has been completely revised to reflect the metamorphosis of communication in the last 15 years and the ubiquity of visual communication in our modern mediated lifestyle. Thriteen major theories of communication are defined by the top experts in their fields: perception, cognition, aesthetics, visual rhetoric, semiotics, cultural studies, ethnography, narrative, media aesthetics, digital media, intertextuality, ethics, and visual literacy. Each of these theory chapters is followed by an exemplar study or two 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 of Visual Communication is a theoretical and methodological handbook for visual communication researchers and a compilation for much of the theoretical background necessary to understand visual communication. It is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines such as advertising, persuasion, and media studies. The volume will also be essential to media practitioners seeking to understand the visual aspects of how audiences use media to contribute to more effective use of each specific medium. Cover......Page 1 Half Title......Page 2 Series Page......Page 3 Title Page......Page 4 Copyright Page......Page 5 Dedication......Page 6 Table of Contents......Page 8 List of Contributors......Page 12 Preface......Page 16 Introduction: Visual Communication Dominates the 21st Century......Page 18 Theory I: Perception Theory......Page 26 1 Perception Theory: A Neurological Perspective on Visual Communication......Page 28 2 Using Eye Tracking to See How Children Read Interactive Storybooks with Supplemental or Incidental Digital Features......Page 53 Theory II: Visual Cognition......Page 74 3 Visual Cognition......Page 76 4 Visual-Verbal Redundancy and College Choice: Does the Level of Redundancy in Student Recruitment Advertisements Affect High School Students’ Decision-Making Process?......Page 96 Theory III: Aesthetics......Page 112 5 Aesthetics Theory: Aesthetic Experience as a Communicative Tool in the 21st Century......Page 114 6 Applying Aesthetic Principles to Tell Stories through Photojournalism: Taking a Look Back at My Memorable Images......Page 134 Theory IV: Visual Rhetoric......Page 148 7 Visual Rhetoric: Theory, Method, and Application in the Modern World......Page 150 8 Trump as Global Spectacle: The Visual Rhetoric of Magazine Covers......Page 164 Theory V: Visual Semiotics......Page 178 9 Visual Semiotics Theory: Introduction to the Science of Signs......Page 180 10 Jordanian Banknote Design: A Social Semiotic Analysis......Page 196 11 The Myth of the American Landscape: Photography and the Semiotics of Nature......Page 210 Theory VI: Cultural Studies......Page 226 12 Cultural Studies Theory: The Production and Consumption of Meaning......Page 228 13 Altering the Body/Altering Communication: Using Cultural Studies Theory to Examine Interactions Related to Body Modification......Page 244 Theory VII: Visual Ethnography......Page 260 14 Visual Ethnography: From Visual to Networked to Multimodal Practice......Page 262 15 Oppositional Articulations: An Ethnographic Study with Black Artists in Austin, Texas......Page 277 Theory VIII: Visual Narrative......Page 288 16 Narrative Theory: Visual Storytelling......Page 290 17 Performing the Past in the Present: Prosperity Junction, Public Memory, and American Identity......Page 300 Theory IX: Applied Media Aesthetics......Page 310 18 Applied Media Aesthetics: Encoding and Decoding Meta-Messages......Page 312 19 Understanding X-Ray Images: A Medi(c)a(l) Aesthetics Approach......Page 329 Theory X: Digital Media......Page 346 20 Digital Media Theory: From One-Way to Multidirectional Communication......Page 348 21 Google Doodles and Collective Memory-Making......Page 359 22 Profile Pictures across Platforms : How Identity Visually Manifests Itself among Social Media Accounts......Page 374 Theory XI: Visual Intertextuality......Page 390 23 Visual Intertextuality Theory: Exploring Political Communication and Visual Intertextuality through Meme Wars......Page 392 24 What Makes an Internet Meme a Meme? Six Essential Characteristics......Page 405 Theory XII: Visual Ethics......Page 420 25 Visual Ethics: A Dynamic of Process and Meaning......Page 422 26 “Stolen Valor,” Moral Panic, and the Ethics of Digital Vigilantism......Page 439 Theory XIII: Visual Literacy......Page 456 27 Visual Literacy Theory: Moving Forward......Page 458 28 Fakes, Forgery, and Facebook: An Examination of Visual Literacy in the Era of Manipulated Images, Fake News, and Alternative Facts......Page 490 Index......Page 506