1993
DOI: 10.1111/j.1468-2885.1993.tb00075.x
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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 requireme… Show more

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Cited by 11 publications
(4 citation statements)
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References 29 publications
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“…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).…”
Section: Methodsmentioning
confidence: 99%
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“…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).…”
Section: Methodsmentioning
confidence: 99%
“…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.…”
Section: Research Focusmentioning
confidence: 99%
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“…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.…”
Section: Ideas Of Literacymentioning
confidence: 99%