| Preface |
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xi | |
| Acknowledgments |
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xiii | |
| About the Authors |
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xiv | |
| Part One: Understanding Visual Communication |
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1 | (72) |
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Chapter 1 Making Sense of Visual Culture |
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3 | (20) |
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1000 Words or One Simple Picture? |
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3 | (2) |
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5 | (1) |
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5 | (1) |
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5 | (5) |
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5 | (2) |
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Focus: A Historical Perspective on Visual Culture |
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6 | (1) |
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Growing Importance of Visuals |
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7 | (1) |
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Our Precarious Visual Culture |
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7 | (1) |
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7 | (1) |
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Digital Transformation of Visual Culture |
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8 | (1) |
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Smartphones and Visual Culture |
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9 | (1) |
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10 | (5) |
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10 | (4) |
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Focus: Trump's Hand Gestures |
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12 | (2) |
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14 | (1) |
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15 | (4) |
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Semiotics: Signs and Symbols |
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15 | (2) |
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17 | (1) |
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18 | (1) |
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18 | (1) |
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19 | (1) |
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19 | (1) |
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20 | (1) |
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20 | (1) |
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20 | (3) |
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Chapter 2 Visualizing Ethics |
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23 | (24) |
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Revealing Shortcuts and Missteps |
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Friend or Foe? Hero or Villain? |
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23 | (1) |
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24 | (1) |
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24 | (1) |
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How Visuals Work: Ethical Implications |
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25 | (5) |
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Focus: Images of Tragedy: Afghan Victim |
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26 | (1) |
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Foundations of Ethical Thought |
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27 | (3) |
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30 | (9) |
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To Tell the Truth... or Not |
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30 | (1) |
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Visual Manipulation Issues |
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31 | (2) |
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Focus: Digital Manipulation |
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32 | (1) |
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Framing that Distorts Reality |
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33 | (2) |
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Effects of Virtual Reality |
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35 | (1) |
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Visual Metaphors and Ethics |
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35 | (1) |
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Brand Mascots and Celebrities |
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35 | (1) |
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Favored Strategy in Advertisements |
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36 | (1) |
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37 | (1) |
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38 | (1) |
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38 | (1) |
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39 | (4) |
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39 | (2) |
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Focus: Rethinking Diversity in Visual Narratives |
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40 | (1) |
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41 | (2) |
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43 | (1) |
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43 | (1) |
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44 | (1) |
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44 | (1) |
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44 | (3) |
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47 | (26) |
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47 | (3) |
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50 | (1) |
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50 | (1) |
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50 | (3) |
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50 | (1) |
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51 | (1) |
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51 | (2) |
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Focus: Visual Rhetoric in Fake Facebook Accounts |
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51 | (2) |
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53 | (8) |
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Two Meanings of Visual Rhetoric |
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53 | (4) |
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Focus: The Visual Rhetoric of Quirky and Magical Images |
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56 | (1) |
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Basics for Analyzing Visual Rhetoric |
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57 | (1) |
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Durand's Visual Rhetoric Matrix |
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58 | (3) |
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Focus: Visual Rhetoric Glossary |
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61 | (1) |
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The Different Lenses of Visual Rhetoric |
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61 | (9) |
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Sign Language (Semiotic Theory) |
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62 | (1) |
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This Means That (Metaphor Theory) |
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63 | (3) |
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Focus: Visual Rhetoric in Activist Campaigns |
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64 | (2) |
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Storytelling (Narrative Paradigm Theory) |
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66 | (1) |
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Visual Voices (Symbolic Convergence Theory) |
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67 | (8) |
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Focus: Visual Rhetoric Analysis: One Student's Example |
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69 | (1) |
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70 | (1) |
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70 | (1) |
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70 | (1) |
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71 | (2) |
| Part Two: Basic Ways of Seeing, Interpreting, and Creating |
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73 | (114) |
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75 | (27) |
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75 | (3) |
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78 | (1) |
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78 | (1) |
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Semiotics: The Science of Signs with Meanings |
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79 | (6) |
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79 | (1) |
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Semiotic Knowledge Expands Visual Awareness |
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80 | (3) |
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Focus: Perception = Interpretation |
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82 | (1) |
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83 | (2) |
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Focus: The Semiotics of Cultural Appropriation |
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85 | (1) |
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85 | (4) |
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Denotation and Connotation |
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86 | (1) |
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86 | (3) |
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Social Semiotics Explores "What's Going On?" |
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89 | (1) |
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89 | (5) |
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90 | (1) |
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Focus: Semiotics in Marketing |
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90 | (1) |
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91 | (1) |
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91 | (2) |
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Focus: Semiotics of Visual Appropriation |
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92 | (1) |
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93 | (1) |
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Activist Art and Installations |
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93 | (1) |
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94 | (4) |
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95 | (2) |
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Applying Semiotic Analysis in Your Work |
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97 | (1) |
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98 | (1) |
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98 | (1) |
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99 | (1) |
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99 | (3) |
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Chapter 5 This Means That |
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102 | (27) |
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102 | (2) |
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104 | (1) |
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104 | (1) |
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Metaphor: When This Stands for That |
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104 | (14) |
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Focus: Visual Metaphors Have Dramatic Effects on Your Own Creativity |
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105 | (1) |
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Metaphor is All Around Us |
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106 | (1) |
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106 | (2) |
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Types of Conceptual Metaphors |
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108 | (2) |
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Metaphor's Extended Family |
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110 | (1) |
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111 | (7) |
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Focus: Funny ... and Sometimes Creepy |
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113 | (3) |
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Focus: Culture Clash: When Visual Metaphors Can Misfire |
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116 | (2) |
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Visual Metaphor Lessons from the Media |
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118 | (4) |
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Three Categories of Visual Metaphors |
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118 | (4) |
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Focus: Verizon's "Better Matters" Campaign Showcases Visual Metaphors |
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121 | (1) |
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Visual Metaphor Criticism |
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122 | (3) |
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123 | (1) |
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Applying Visual Metaphor Criticism in Your Work |
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124 | (1) |
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125 | (1) |
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125 | (1) |
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126 | (1) |
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127 | (2) |
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129 | (27) |
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129 | (3) |
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132 | (1) |
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132 | (1) |
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132 | (9) |
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132 | (2) |
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Narrative Paradigm Theory |
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134 | (2) |
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136 | (5) |
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Focus: Storytelling with Color |
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137 | (2) |
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Focus: Character Archetypes |
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139 | (2) |
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The Art and Science of Visuals |
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141 | (6) |
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Descriptive Content and Literal Form |
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141 | (4) |
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Focus: Storytelling with Graphics and Typography |
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143 | (2) |
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145 | (2) |
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147 | (5) |
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Focus: Ethical Implications of Storytelling Through Immersive Journalism |
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147 | (1) |
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148 | (1) |
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149 | (2) |
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Applying NPT and Visual Narrative Analysis in Your Work |
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151 | (1) |
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152 | (1) |
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153 | (1) |
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153 | (1) |
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154 | (2) |
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156 | (31) |
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Pictures Can Speak Louder than Words |
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156 | (1) |
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157 | (1) |
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158 | (1) |
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Everyday Dramatizing: We're all Drama Queens and Kings |
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158 | (4) |
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Symbolic Convergence Theory: A Merging of Imaginations |
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158 | (1) |
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159 | (3) |
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Visual Images Make Emotional Connections |
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162 | (3) |
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162 | (1) |
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162 | (1) |
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163 | (2) |
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Master the Basic Concepts |
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165 | (6) |
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165 | (6) |
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Focus: Hands Up, Don't Shoot: The Power of Visual Protests |
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165 | (6) |
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Applying FTA to Visual Strategic Communication |
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171 | (7) |
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171 | (2) |
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Public Relations: City Images and Political Campaigns |
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173 | (2) |
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Focus: Political Issue Advertising |
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174 | (1) |
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Public Affairs: Questioning News Sources |
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175 | (1) |
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News Coverage: The Pope, a Nobel Prize, and a Nice Grown-Up |
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176 | (1) |
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Magazines: Voices from, and for, Teens |
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176 | (2) |
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Focus: Where to Find Symbolic Convergence? Nonprofit Fundraising Campaigns |
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177 | (1) |
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How to Analyze and Create Visual Symbolic Messages |
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178 | (5) |
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178 | (1) |
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Example of a Simple FTA Analysis |
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179 | (2) |
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Your First Fantasy Theme Analysis |
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181 | (1) |
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Applying Fantasy Theme Analysis |
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181 | (2) |
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183 | (1) |
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184 | (1) |
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184 | (1) |
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185 | (2) |
| Part Three: Using Visuals in Professional Communication |
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187 | (132) |
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189 | (24) |
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189 | (2) |
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191 | (1) |
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191 | (1) |
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192 | (4) |
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A History of Photographic Influence |
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192 | (4) |
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Focus: Culture Jamming Creates a Visual Battlefield |
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194 | (2) |
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Strategic Visual Communication |
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196 | (1) |
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The Power of Visuals in Advertising |
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196 | (7) |
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196 | (3) |
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Focus: The Early Image Makers |
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197 | (2) |
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Visual Rhetoric in Advertising |
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199 | (4) |
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Focus: Color and Contrast |
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201 | (2) |
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The Contemporary Advertising Landscape |
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203 | (6) |
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Social Media/Mobile Visual Messaging |
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203 | (1) |
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E-mail Marketing with Visuals |
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204 | (1) |
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Outdoor and Ambient Visuals |
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204 | (2) |
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206 | (1) |
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206 | (3) |
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209 | (1) |
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209 | (1) |
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209 | (1) |
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210 | (3) |
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Chapter 9 Public Relations |
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213 | (24) |
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213 | (2) |
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215 | (1) |
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215 | (1) |
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A Brief History of PR: How Visuals Defined It |
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215 | (3) |
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The Golden Age of Press Agentry: Publicity Stunts |
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216 | (1) |
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Historical Snapshot: Popular Culture Images of the PR Practitioner |
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217 | (1) |
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The Power of Visuals in the Modern ERA of PR |
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218 | (8) |
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218 | (2) |
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Nonprofit and Activist PR |
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220 | (3) |
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Focus: What Does Mental Health Look Like? |
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221 | (2) |
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223 | (3) |
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Focus: The Art of Making a Political Ad Feel Like an Uplifting Movie |
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225 | (1) |
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Visual Rhetoric Strategies in PR Campaigns |
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226 | (7) |
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Communicating CSR with Facts, Credibility, and Emotion |
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226 | (2) |
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Visual Persuasion in Risk, Issue, and Crisis Management |
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228 | (1) |
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City Branding and Destination Image-Making |
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229 | (4) |
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233 | (1) |
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234 | (1) |
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234 | (1) |
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234 | (3) |
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237 | (32) |
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237 | (2) |
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239 | (1) |
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239 | (1) |
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240 | (7) |
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240 | (1) |
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Photojournalists and Popular Culture |
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241 | (4) |
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Focus: The Seven Sisters and their Influence |
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243 | (2) |
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Loss of Professional Photography |
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245 | (1) |
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246 | (1) |
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News: Visual Society. Visual Anxiety |
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247 | (6) |
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247 | (2) |
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Focus: Seeing the Refugee |
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248 | (1) |
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249 | (3) |
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Focus: Deepfakes Challenge Our Trust in Reality |
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251 | (1) |
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252 | (1) |
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Digital Innovations and Social Media |
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253 | (3) |
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253 | (1) |
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Social Media as Launch Pad |
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254 | (1) |
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254 | (1) |
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Best Practices for News Sites |
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255 | (1) |
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Critical Engagement with News Visuals |
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256 | (8) |
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Morality Metaphors in News Front Pages |
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256 | (1) |
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Visual Narratives in Editorial Cartoons |
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257 | (1) |
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Visual Rhetoric of Political Satire |
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258 | (2) |
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Racist Visual Framing in National Geographic |
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260 | (13) |
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Focus: Magazines, Women, and Sexuality |
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262 | (2) |
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264 | (1) |
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265 | (1) |
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265 | (1) |
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266 | (3) |
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269 | (24) |
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269 | (3) |
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272 | (1) |
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272 | (1) |
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273 | (4) |
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273 | (1) |
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Understanding Organizations as Cultures |
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274 | (3) |
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Becoming a Culture Detective |
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277 | (3) |
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278 | (1) |
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Focus: User-Generated Videos in the Workplace |
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279 | (1) |
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Visual Cues in Marketing and Promotion |
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279 | (1) |
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280 | (2) |
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280 | (2) |
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The Power of Visuals in Organizational Communication |
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282 | (6) |
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Communicating Interpersonally: You're the Visual |
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282 | (1) |
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282 | (1) |
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Communicating Using Digital Media |
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283 | (1) |
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How to Use GIFs in the Workplace |
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284 | (1) |
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How To Put the Visual Edge in Presentations |
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284 | (12) |
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Focus: Using Visual Systems to Drive Business Results |
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286 | (2) |
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288 | (1) |
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288 | (1) |
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289 | (2) |
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291 | (2) |
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Chapter 12 Intercultural Communication |
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293 | (26) |
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293 | (3) |
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296 | (1) |
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296 | (1) |
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Ways of Looking at Intercultural Communication and its Place in Mass Communication |
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296 | (9) |
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Intercultural Visual Communication |
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297 | (2) |
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Focus: The Founders: Hall and Hofstede |
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297 | (2) |
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Corporate Intercultural Communication |
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299 | (2) |
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Intercultural Communication and the News |
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301 | (3) |
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Focus: La Pena: Intercultural Understanding and Social Justice |
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303 | (1) |
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Intercultural Communication in Nonprofit Organizations |
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304 | (1) |
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Cultural Imagery and its Ethical Implications |
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305 | (4) |
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306 | (2) |
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Focus: First Impartial LGBTQ+ Global News Service Confronts Stereotypes |
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306 | (2) |
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Honored and Misused Cultural Symbols |
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308 | (1) |
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309 | (1) |
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Deconstructing Intercultural Imagery |
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309 | (6) |
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Culture-Specific Public Relations |
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310 | (2) |
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Focus: Using Photography to Build Intercultural Literacy |
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311 | (1) |
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The Transcultural Greenspeak of Greenpeace |
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312 | (3) |
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315 | (1) |
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315 | (1) |
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315 | (1) |
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316 | (3) |
| Index |
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319 | |
