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Handbook of Visual Communication

Theory, Methods, and Media

Edited by: Ken Smith , Sandra Moriarty , Gretchen Barbatsis , Keith Kenney

Print publication date:  November  2004
Online publication date:  December  2004

Print ISBN: 9780805841787
eBook ISBN: 9781410611581
Adobe ISBN: 9781135636531

10.4324/9781410611581
 Cite  Marc Record

Book description

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.

Table of contents

Prelims Download PDF
Chapter  1:  Aesthetics Theory Download PDF
Chapter  2:  Creative Visualization Download PDF
Chapter  3:  Perception Theory Download PDF
Chapter  4:  Eye Tracking Methodology and the Internet Download PDF
Chapter  5:  Perception and the Newspaper Page: A Critical Analysis Download PDF
Chapter  6:  Representation Theory Download PDF
Chapter  7:  Cultural Palettes in Print Advertising Download PDF
Chapter  8:  Content Analysis of Representation: Photographic Coverage of Blacks by Nondaily Newspapers Download PDF
Chapter  9:  Theory of Visual Rhetoric Download PDF
Chapter  10:  A Visual Rhetorical Study of a Virtual University’s Promotional Efforts Download PDF
Chapter  11:  Visual Metaphors in Print Advertising for Fashion Products Download PDF
Chapter  12:  Empowerment Through Shifting Agents: The Rhetoric of the Clothesline Project Download PDF
Chapter  13:  Cognitive Theory Download PDF
Chapter  14:  Children’s Comprehension of Visual Images in Television Download PDF
Chapter  15:  Visual Semiotics Theory Download PDF
Chapter  16:  An Intended-Perceived Study Using Visual Semiotics Download PDF
Chapter  17:  The Image and the Archive Download PDF
Chapter  18:  Reception Theory Download PDF
Chapter  19:  A Textual Analysis of Political Television Ads Download PDF
Chapter  20:  Phenomenology and Historical Research Download PDF
Chapter  21:  Narrative Theory Download PDF
Chapter  22:  Using Narrative Theory to Understand the Power of News Photographs Download PDF
Chapter  23:  Aesthetics Theory Download PDF
Chapter  24:  A Content Analysis of Political Speeches on Television Download PDF
Chapter  25:  Examining Documentary Photography Using the Creative Method Download PDF
Chapter  26:  Visual Ethics Theory Download PDF
Chapter  27:  A Survey of Reactions to Photographic Manipulation Download PDF
Chapter  28:  Studying Visual Ethics by Applying a Typology of Visual Behavior Download PDF
Chapter  29:  Visual Literacy Theory Download PDF
Chapter  30:  Media Literacy, Aesthetics, and Culture Download PDF
Chapter  31:  Cultural Studies Theory Download PDF
Chapter  32:  A Burkean Analysis of a Television Promotional Advertisement Download PDF
Chapter  33:  A Cultural Analysis of the Unisys “Monitor Head” Television Commercial Download PDF
Chapter  34:  A Historical Approach to Understanding Documentary Photographs Download PDF
Author_Index Download PDF
Subject_Index Download PDF
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