Handbook of visual communication : theory, methods, and media / edited by Ken Smith ... [and others].

Format:

Book

Contributor:

Smith, Ken, 1947 August 14-

Hazel M. Hussong Fund.

Series:

LEA's communication series

Language:

English

Subjects (All):

Visual communication.

Visual communication--Methodology.

Methodology.

Physical Description:

xxii, 601 pages : illustrations ; 26 cm.

Place of Publication:

Mahwah, N.J. : L. Erlbaum, 2005.

Summary:

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:

Introduction: From an Oak to a Stand of Aspen: Visual Communication Theory Mapped as Rhizome Analysis / Sandra Moriarty, Gretchen Barbatsis xi

I Aesthetics

1 Aesthetics Theory / Dennis Dake 3

2 Creative Visualization / Dennis Dake 23

II Perception

3 Perception Theory / Ann Marie Barry 45

4 Eye Tracking Methodology and the Internet / Sheree Josephson 63

5 Perception and the Newspaper Page: A Critical Analysis / Ken Smith 81

III Representation

6 Representation Theory / Keith Kenney 99

7 Cultural Palettes in Print Advertising: Formative Research Design Method / Sandra Moriarty, Lisa Rohe 117

8 Content Analysis of Representation: Photographic Coverage of Blacks by Nondaily Newspapers / Ken Smith, Cindy Price 127

IV Visual Rhetoric

9 Theory of Visual Rhetoric / Sonja K. Foss 141

10 A Visual Rhetorical Study of a Virtual University's Promotional Efforts / Keith Kenney 153

11 Visual Metaphors in Print Advertising for Fashion Products / Stuart Kaplan 167

12 Empowerment Through Shifting Agents: The Rhetoric of the Clothesline Project / Trischa Goodnow 179

V Cognition

13 Cognitive Theory / Rick Williams 193

14 Children's Comprehension of Visual Images in Television / Georgette Communtziz-Page 211

VI Semiotics

15 Visual Semiotics Theory / Sandra Moriarty 227

16 An Intended-Perceived Study Using Visual Semiotics / Sandra Moriarty, Shay Sayre 243

17 The Image and the Archive: A Semiotic Approach / Dennis Dunleavy 257

VII Reception Theory

18 Reception Theory / Gretchen Barbatsis 271

19 A Textual Analysis of Political Television Ads / Gretchen Barbatsis 295

20 Phenomenology and Historical Research / Michael Brown 315

VIII Narrative

21 Narrative Theory / Gretchen Barbatsis 329

22 Using Narrative Theory to Understand the Power of News Photographs / Trischa Goodnow 351

IX Media Aesthetics

23 Aesthetics Theory / Herbert Zettl 365

24 A Content Analysis of Political Speeches on Television / Robert Tiemens 385

25 Examining Documentary Photography Using the Creative Method / Craig Denton 405

X Ethics

26 Visual Ethics Theory / Julianne H. Newton 429

27 A Survey of Reactions to Photographic Manipulation / Shiela Reaves 445

28 Studying Visual Ethics by Applying a Typology of Visual Behavior / Julianne H. Newton 459

XI Visual Literacy

29 Visual Literacy Theory / Paul Messaris, Sandra Moriarty 479

30 Media Literacy, Aesthetics, and Culture / Elizabeth Burch 503

XII Cultural Studies

31 Cultural Studies Theory / Victoria O'Donnell 521

32 A Burkean Analysis of a Television Promotional Advertisement / Joseph C. Harry 539

33 A Cultural Analysis of the Unisys "Monitor Head" Television Commercial / Victoria O'Donnell 553

34 A Historical Approach to Understanding Documentary Photographs: Dialogue, Interpretation, and Method / Gerald Davey 565.

Notes:

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the Hazel M. Hussong Fund.

ISBN:

0805841784

0805841792

OCLC:

56729888