"Visual Communication: Images with Messages"

Visual Communication: Images with Messages

by Paul Martin Lester

The Media Through Which We See

6 Perspectives for Analyzing Any Image

• PERSONAL: This perspective is essentially our "gut reaction" and how we respond to the image we see based upon our own schema and personal experience.

• HISTORICAL: This perspective relates to our ability to determine value and importance of the image as it reflects to the timeline of its creation.

• TECHNICAL: This perspective is tied into our assessment of the technology that was used to produce the image, considering the means of creation.

• ETHICAL: This perspective is based upon our interpretation of the moral value and ethical responsibility that was applied by the producer of the image. There are 6 principal ethical philosophies that must be considered to achieve this perspective

1. Categorical Imperative - "what is right for one is right for all"; consistency is the key.
2. Utilitarianism - "the greatest good for the greatest number of people"; under the circumstances, what is best for everyone involved
3. Hedonism - philosophy of Aristipus (student of Socrates) - closely related to the philosophies of nihilism and narcissism; Greek word for 'pleasure'; "act to maximize pleasure now and not worry about the future"; modern interpretation: "Eat, drink, and be merry, for tomorrow we die."
4. Golden Mean - Aristotle's golden mean refers to finding a middle ground or compromise between 2 extreme points of view or actions; find a link between 2  extremes
5. Golden Rule - "love your neighbor as yourself"; humane behaviors that promote kindness and decency to fellow men and women; treat others as you would like to be treated
6. Veil of Ignorance - "shoe on the other foot"; attributed to John Rawls (1971); all people as equals; perhaps an answer to prejudice and discrimination

*CONSIDERATION OF THESE ETHICAL PHILOSOPHIES RESULTS IN A CLEARER INTERPRETATION AND PERHAPS MORE OBJECTIVE VIEWPOINT OF AN IMAGE.

• CULTURAL: This perspective examines the image and the symbolism that is used and what social messages are being communicated.

• CRITICAL: This perspective deals with the way in which we use our analysis of the image and what value or merit it contains overall.

 To the best of my understanding of the article, the ultimate goal of image analysis is not necessarily coming to a conclusion of what the image is, but rather being able to make meaning and interpret it on a personal level. David Lodge wrote, "analysis is ego-driven. The main thing is that it always reveals the person making the analysis - not really the piece itself." The ways in which one is capable to interpret an image will determine their ability to produce images of meaning themselves. Visual literacy shares the same virtual components of literacy of the written word; the more you read - the better you write. With visual literacy, the more you interpret visual text - the better you will be able to communicate through images.