Visual Rhetoric

From what we have read in Eyman’s “Defining and Locating Digital Rhetoric” thus far, we know that digital literacy is a requirement for using digital rhetoric. Eyman explains in his section on visual rhetoric that it is an example of a discrete set of methods to use within the digital rhetoric context. While disimmilar, visual rhetoric and digital rhetoric still intersect.

Visual Rhetoric Definition

Visual rhetoric is a field that examines how images communicate messages. However defining visual seems to be a difficult task even to the community of rheoricians. Some think of visual in this context as solely images that can be seen and analyzed. Others believe that the visual idea of rhetoric is pretty much anything created by human hands, like buildings, a toaster, or even an item of clothing.

Maybe the toaster is a far stretch, however clothing is a great example. The clothing that we wear can send messages to the people around us. While clothing does allow us to express our identities and reflect our personalities, it also can communicate values and indicate status. Designer logos can communicate a message to others that this person has the means to afford this article of clothing. However, it can also have the opposite effect and communicate that this person is trying to be someone they are not.

Barthe’s Take on Visual Rhetoric

In true Eyman fashion, he uses the studies of various people in his writing to further explain his point, Barthe being one of them. Barthe’s concept of connotative vs. denotative meanings in images stood out to me. Barthe argues that images function both connotatively (images can be implied) and denotatively (images can also be literal). Looking at something like the style of a building or a band on a t-shirt is surface level. We take it simply for what it is. However, these simple images can still have implied meanings that can be unpacked through rhetorical analysis. This emphasizes the importance of both aspects in understanding visual rhetoric.

Carolyn Handa

Eyman mentions Carolyn Handa in his writing. Handa points out that “One of Barthes’ fundamental points is that in the vast majority of cases, cultures work hard to assure that images do not simply connote, but are clearly anchored, ‘denoted’ either by verbal text or cultural context, so that their connotative powers do not exert unpredictable effects on their audiences”. Here, Handa is suggesting that to understand an image fully, we must consider not just what is visually there. Cultural narratives and symbols also create meaning.

Take a photograph of a family eating a home cooked meal together at the kitchen table in their pajamas for example. Some are eating and focused on whats on their plates. Others look at each other and laugh, perhaps discussing something that happened during their day. The Image literally shows a family eating together. Connotatively, this can symbolize family values and the feeling of togetherness. Additonally, it can symbolize the importance of sitting at the table with your family every night to enjoy a meal together.

Persuassive Effects

Now that we have examined connotative vs. denotative meanings in images, we can understand that images are not always as literal as they seem. This brings us to our next topic, how a key aspect of visual rhetoric is its persuassive function, hence the word rhetoric.

Since images convey meaning, without meaning they lose their persuassive power. Images are always created or used for an audience, and audience interpretation is crucial. Since I love the clothing example, I’ll use it again. Take a shirt that has an engaging photo of a popular band on it. While the t-shirt literally depicts that band, it goes beyond its visual representation. Brands want to create clothing that resonates with certain audiences. In this case, the brand would be appealing to their consumers values or identity. If you were to wear this shirt, you convey messages of belonging and a type of loyalty to the band. This might make someone look up their music and start listening.