Visual "Literacy": A Theoretical Synthesis

Abstract

People who study visual communication commonly assume that the ability to recognize the content of still or moving images requires prior familiarity with a set of representational conventions. This article argues against this notion. Drawing on recent theoretical developments regarding visual cognition, the article contends that an image's lack of fidelity to visual reality need not impede interpretation by an inexperienced viewer, so long as the image is able to satisfy certain minimal informational requirements of, real‐world vision. An outline of these requirements serves as the basis for a set of predictions about inexperienced viewers’ability to make sense of a variety of representational conventions, and these predictions are checked against available empirical evidence. Since there is in fact considerable research with a bearing on the issues examined here, the article's aim is to provide a theoretical synthesis and explanation of the findings of this research.

Managing Voter Impressions: The Use of Images on Presidential Candidate Web Sites During the 2000 Campaign

“…Seventy-five photographs (11%) were selected randomly and coded by a second independent researcher (Wimmer & Dominick, 2003, p. 157). Each photograph or visual image was coded to identify presence or absence and favorability of 28 attributes identified in impression management research (Jones & Pittman, 1982), two previous studies on presidential visuals in newsmagazines (Moriarty & Garramone, 1986;Moriarty & Popovich, 1991), and visual theory advanced by Messaris (1992Messaris ( , 1993Messaris ( , 1997Messaris ( , 1998 and Messaris and Abraham (2001). Based on the coding scheme from the previous studies, (i.e., Moriarty & Garramone) the visual attributes were rated more favorable (1), less favorable (2), and neutral (3).…”

“…Finally, a third cluster of seven attributes considered in this study evaluated visual imagery related to photographic production values. Features of imagery including camera angle, focus, lighting, background, portrayal, and color can influence interpretive processes (Messaris, 1992, 1993, 1997, 1998; Messaris & Abraham, 2001). Table 1 presents a description of the three clusters of attributes and Scott's Pi reliability coefficients.…”

“…Furthermore, as Messaris (1993), Graber (1996), Mehrabian (1981), and others have pointed out, visuals can be used to enhance the stature of candidates, leading to the second research question. Many of the attributes investigated can contribute to image formation.…”

Strategic illiteracies: the long game of technology refusal and disconnection

“…In part, this is a rhetorical strategy to legitimate lower-status media by association with the literary (Buckingham, 2010, p. 23). Obsolescence may come less quickly for abstract terms such as visual literacy (Messaris, 1993), critical literacy, information literacy, and news literacy (Vraga et al, 2021). Recently, attention has turned to algorithmic (Cotter, 2020;Dogruel et al, 2022) and AI (Long & Magerko, 2020) literacies.…”