ABSTRACT
Visual communication is a process with two foci, the author/message and the audience/message; each functions within a framework of assumptions and expectations. The theory underlying the practice is in a process of development and, while there are some very interesting ideas currently being investigated, it would be true to say that we do not have at the moment a satisfactory theory of learning in relation to the media. Modelling or providing demonstrations as a means of experience is equally a two-part process resulting in the acquisition of knowledge and the development of skills. our society was changing from a literary to an electronic culture, changes would occur in our ways of thinking. More investigations, using the kinds of concepts developed, have tried to investigate the empirical basis, if any, for this hypothesis. Careful attention needs to be devoted to the processes of message construction but equally we must focus on the skills of understanding these messages.
