ABSTRACT
This Handbook of Visual Communication explores the key theoretical areas and research methods of visual communication. 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 discipline.
The second edition of this already-classic text has been completely revised to reflect the metamorphosis of communication in the last 15 years and the ubiquity of visual communication in our modern mediated lifestyle. Thriteen major theories of communication are defined by the top experts in their fields: perception, cognition, aesthetics, visual rhetoric, semiotics, cultural studies, ethnography, narrative, media aesthetics, digital media, intertextuality, ethics, and visual literacy. Each of these theory chapters is followed by an exemplar study or two 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 of Visual Communication is a theoretical and methodological handbook for visual communication researchers and a compilation for much of the theoretical background necessary to understand visual communication. It is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines such as advertising, persuasion, and media studies. The volume will also be essential to media practitioners seeking to understand the visual aspects of how audiences use media to contribute to more effective use of each specific medium.
TABLE OF CONTENTS
part Theory I|48 pages
Perception Theory
part Theory II|38 pages
Visual Cognition
chapter 4|16 pages
Visual-Verbal Redundancy and College Choice
part Theory III|36 pages
Aesthetics
chapter 5|20 pages
Aesthetics Theory
chapter 6|14 pages
Applying Aesthetic Principles to Tell Stories through Photojournalism
part Theory IV|29 pages
Visual Rhetoric
part Theory V|48 pages
Visual Semiotics
part Theory VI|34 pages
Cultural Studies
chapter 13|16 pages
Altering the Body/Altering Communication
part Theory VII|27 pages
Visual Ethnography
chapter 15|10 pages
Oppositional Articulations
part Theory VIII|22 pages
Visual Narrative
chapter 17|10 pages
Performing the Past in the Present
part Theory IX|36 pages
Applied Media Aesthetics
part Theory X|43 pages
Digital Media
chapter 22|15 pages
Profile Pictures across Platforms
part Theory XI|30 pages
Visual Intertextuality
chapter 23|13 pages
Visual Intertextuality Theory
part Theory XII|35 pages
Visual Ethics
part Theory XIII|50 pages
Visual Literacy