Visual Communication

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.

• Preface xiAcknowledgments xiiiAbout the Authors xivPart One: Understanding Visual Communication 1Chapter 1: Making Sense of Visual Culture 31000 Words or One Simple Picture?Pics or it didn’t happen 3Key Learning Objectives 5Chapter Overview 5How Visuals Work 5Photographic Truth? 5FOCUS: A Historical Perspective on Visual Culture 6Growing Importance of Visuals 7Our Precarious Visual Culture 7Political Persuasion 7Digital Transformation of Visual Culture 8Smartphones and Visual Culture 9Multiple Meanings 10Polysemy 10FOCUS: Trump’s Hand Gestures 12Form and Content 14Decoding Visual Messages 15Semiotics: Signs and Symbols 15Visual Rhetoric 17FOCUS: Saving Big Bird 18What’s Ahead? 18Chapter Summary 19Key Terms 19Practice Activities 20Note 20References 20Chapter 2: Visualizing Ethics 23Revealing Shortcuts and MisstepsFriend or Foe? Hero or Villain? 23Key Learning Objectives 24Chapter Overview 24How Visuals Work: Ethical Implications 25FOCUS: Images of Tragedy:Afghan Victim 26Foundations of EthicalThought 27Visual Deception 30To Tell the Truth . . . or Not 30Visual Manipulation Issues 31FOCUS: Digital Manipulation 32Framing that Distorts Reality 33Effects of Virtual Reality 35Visual Metaphors and thics 35Brand Mascots and Celebrities 35Favored Strategy inAdvertisements 36Visual Appropriation 37Mashups and Remixes 38Homages 38Applying Ross’s Ethics 39Unintended Effects 39FOCUS: Rethinking Diversity in Visual Narratives 40The Potter Box 41Chapter Summary 43Key Terms 43Practice Activities 44Note 44References 44Chapter 3: Ways of Seeing 47Visual RhetoricWhat’s in a Wink? 47Key Learning Objectives 50Chapter Overview 50Three Key Terms 50What Is Theory? 50Rhetorical Theory 51Methodology 51FOCUS: Visual Rhetoric in Fake Facebook Accounts 51Visual Rhetoric 53Two Meanings of Visual Rhetoric 53FOCUS: The Visual Rhetoric of Quirky and Magical Images 56Basics for Analyzing Visual Rhetoric 57Durand’s Visual Rhetoric Matrix 58FOCUS: Visual Rhetoric Glossary 61The Different Lenses of Visual Rhetoric 61Sign Language (Semiotic Theory) 62This Means That (Metaphor Theory) 63FOCUS: Visual Rhetoric in Activist Campaigns 64Storytelling (Narrative Paradigm Theory) 66Visual Voices (Symbolic Convergence Theory) 67FOCUS: Visual Rhetoric Analysis: One Student’s Example 69Chapter Summary 70Key Terms 70Practice Activities 70References 71Part Two: Basic Ways of Seeing, Interpreting, and Creating 73Chapter 4: Sign Language 75SemioticsThe $20 Controversy 75Key Learning Objectives 78Chapter Overview 78Semiotics: The Science of Signs with Meanings 79What Is a Sign? 79Semiotic Knowledge Expands Visual Awareness 80FOCUS: Perception =Interpretation 82Question “Common Sense” 83FOCUS: The Semiotics ofCultural Appropriation 85Meet the Semioticians 85Denotation and Connotation 86Icon, Index, and Symbol 86Social Semiotics Explores“What’s Going On?” 89Signs Are All Around Us 89Marketing and Movies 90FOCUS: Semiotics in Marketing 90News 91Advertising 91FOCUS: Semiotics of Visual Appropriation 92Public Relations 93Activist Art and Installations 93Doing Semiotic Analysis 94Example Analysis 95Applying Semiotic Analysis in Your Work 97Chapter Summary 98Key Terms 98Practice Activities 99References 99Chapter 5: This Means That 102MetaphorLife is a Puzzle 102Key Learning Objectives 104Chapter Overview 104Metaphor: When This Stands for That 104FOCUS: Visual Metaphors Have Dramatic Effects on Your Own Creativity 105Metaphor is All Around Us 106Conceptual Metaphors 106Types of Conceptual Metaphors 108Metaphor’s Extended Family 110Visual Metaphors 111FOCUS: Funny . . . andSometimes Creepy 113FOCUS: Culture Clash: When Visual Metaphors Can Misfire 116Visual Metaphor Lessons from the Media 118Three Categories of Visual Metaphors 118FOCUS: Verizon’s “Better Matters” Campaign Showcases Visual Metaphors 121Visual Metaphor Criticism 122Example Analysis 123Applying Visual MetaphorCriticism in Your Work 124Chapter Summary 125Key Terms 125Practice Activities 126References 127Chapter 6: Storytelling 129Visual NarrativesSimple Stories 129Key Learning Objectives 132Chapter Overview 132People are Storytellers 132Look Below the Surface 132Narrative Paradigm Theory 134Myths and Archetypes 136FOCUS: Storytelling with Color 137FOCUS: Character Archetypes 139The Art and Science of Visuals 141Descriptive Content and Literal Form 141FOCUS: Storytellingwith Graphics and Typography 143Figurative Imagery 145Narrative Criticism 147FOCUS: Ethical Implications of Storytelling Through Immersive Journalism 147Analyzing Narratives 148Example Analysis 149Applying NPT and Visual Narrative Analysis in Your Work 151Practice Activities 152Chapter Summary 153Key Terms 153References 154Chapter 7: Visual Voices 156Fantasy ThemesPictures Can SpeakLouder than Words 156Key Learning Objectives 157Chapter Overview 158Everyday Dramatizing: We’re all Drama Queens and Kings 158Symbolic Convergence Theory: A Merging of Imaginations 158Key Assumptions 159Visual Images Make Emotional Connections 162Puppy Love 162True Believers 162Activism 163Master the Basic Concepts 165Fantasy Theme Analysis 165FOCUS: Hands Up, Don’t Shoot: The Power of Visual Protests 165Applying FTA to Visual Strategic Communication 171Research 171Public Relations: City Images and Political Campaigns 173FOCUS: Political Issue Advertising 174Public Affairs: Questioning News Sources 175News Coverage: The Pope, a Nobel Prize, and a Nice Grown-Up 176Magazines: Voices from, and for, Teens 176FOCUS: Where to Find Symbolic Convergence? Nonprofit Fundraising Campaigns 177How to Analyze and Create Visual Symbolic Messages 178Fantasy Theme Analysis 178Example of a Simple F TA Analysis 179Your First Fantasy Theme Analysis 181Applying Fantasy Theme Analysis 181Chapter Summary 183Key Terms 184Practice Activities 184References 185Part Three: Using Visuals in Professional Communication 187Chapter 8: Advertising 189#FaceAnything 189Key Learning Objectives 191Chapter Overview 191Photography in Society 192A History of Photographic Influence 192FOCUS: Culture Jamming Creates a Visual Battlefield 194Strategic Visual Communication 196The Power of Visuals in Advertising 196Historical Snapshots 196FOCUS: The Early Image Makers 197Visual Rhetoric in Advertising 199FOCUS: Color and Contrast 201The Contemporary Advertising Landscape 203Social Media/Mobile Visual Messaging 203E-mail Marketing with Visuals 204Outdoor and Ambient Visuals 204Televisual Ads 206Product Placement 206Chapter Summary 209Key Terms 209Practice Activities 209References 210Chapter 9: Public Relations 213Fearless Girl 213Key Learning Objectives 215Chapter Overview 215A Brief History of PR: How Visuals Defined It 215The Golden Age of Press Agentry: Publicity Stunts 216Historical Snapshot: Popular Culture Images of the PR Practitioner 217The Power of Visuals in the Modern ERA of PR 218Environmental Issues 218Nonprofit and Activist PR 220FOCUS: What Does MentalHealth Look Like? 221Political Communication 223FOCUS: The Art of Making a Political Ad Feel Like an Uplifting Movie 225Visual Rhetoric Strategies in PR Campaigns 226Communicating CSR with Facts, Credibility, and Emotion 226Visual Persuasion in Risk, Issue, and Crisis Management 228City Branding and Destination Image-Making 229Chapter Summary 233Key Terms 234Practice Activities 234References 234Chapter 10: Journalism 237Refugee Border Crisis 237Key Learning Objectives 239Chapter Overview 239Photojournalism 240Archived Visual Evidence 240Photojournalists and Popular Culture 241FOCUS: The Seven Sisters and their Influence 243Loss of Professional Photography 245Television 246News: Visual Society. Visual Anxiety 247The How and Why of News 247FOCUS: Seeing the Refugee 248Digital Manipulation 249FOCUS: Deepfakes Challenge Our Trust in Reality 251Ethical Dilemmas 252Digital Innovations and Social Media 253Instagram 253Social Media as Launch Pad 254Video’s Giant Wave 254Best Practices for News Sites 255Critical Engagement with News Visuals 256Morality Metaphors in News Front Pages 256Visual Narratives in Editorial Cartoons 257Visual Rhetoric of Political Satire 258Racist Visual Framing in National Geographic 260FOCUS: Magazines, Women, and Sexuality 262Chapter Summary 264Key Terms 265Practice Activities 265References 266Chapter 11: Organizations 2691984 269Key Learning Objectives 272Chapter Overview 272Visual Modes 273Four Major Areas 273Understanding Organizations as Cultures 274Becoming a Culture Detective 277Values and Visuals 278FOCUS: User-Generated Videos in the Workplace 279Visual Cues in Marketingand Promotion 279Images Gone Wrong 280Controversies and Crises 280The Power of Visuals in Organizational Communication 282Communicating Interpersonally: You’re the Visual 282FOCUS: Hey, You! 282Communicating Using Digital Media 283How to Use GIFs in the Workplace 284How To Put the Visual Edge in Presentations 284FOCUS: Using Visual Systems to Drive Business Results 286Chapter Summary 288Key Terms 288Practice Activities 289References 291Chapter 12: Intercultural Communication 293Welcome to Middle Earth 293Key Learning Objectives 296Chapter Overview 296Ways of Looking at Intercultural Communication and its Place in Mass Communication 296Intercultural Visual Communication 297FOCUS: The Founders: Hall and Hofstede 297Corporate Intercultural Communication 299Intercultural Communication and the News 301FOCUS: La Peña: Intercultural Understanding and Social Justice 303Intercultural Communication in Nonprofit Organizations 304Cultural Imagery and its Ethical Implications 305Fair LGBTQ+ Reporting 306FOCUS: First Impartial LGBTQ+ Global News Service Confronts Stereotypes 306Honored and Misused Cultural Symbols 308Ads Lost in Translation 309Deconstructing Intercultural Imagery 309Culture-Specific Public Relations 310FOCUS: Using Photography to Build Intercultural Literacy 311The Transcultural Greenspeak of Greenpeace 312Chapter Summary 315Key Terms 315Practice Activities 315References 316Index 319