In “Digital Rhetoric: Theory, Method, Practice“, Doug Eyeman discusses the topic of visual rhetoric. According to him, words are not the only meaning-makers in the digital world. The visual elements, images, and design are a huge factor in the way individuals interpret messages. According to Eyeman, visual rhetoric is difficult to define. This is because scholars are not in agreement as to what should be considered as visual. Some consider pictures alone. Whereas other people claim that visual rhetoric is nearly everything people create, such as buildings, clothes, advertisements, or computer screens. I believe that this broader perspective is superior since contemporary digital communication heavily relies on the field of visual design to exchange ideas efficiently and effectively.
The other important point in the text is the theory of Roland Barthes that there are literal and deeper meanings of images. In a simple term, an image depicts something apparent. But it has another cultural or symbolic meaning, which individuals perceive differently, based on their experience and background. This concept is important in the current world due to the fact that social media platforms consume a significant amount of visual communication. Memes, logos and advertisements tend to elaborate complicated messages with extremely little text. Yet individuals comprehend the message owing to similarities in the culture.
Visual Rhetoric and Persuasion
Eyeman also indicates that the visual rhetoric is also related to persuasion. Images are not mere decoration. But they are meant to affect the way people feel and behave. Take the example of the web design of a site, the color of a brand, and the captures of an advertisement all influence the way the users read a message. I believe this is one reason why visual literacy needs to be learned. Individuals need to know how visual components guide interpretation to be in a position of evaluating what they read on the internet.
Lastly, the text identifies a limitation of the old visual rhetoric in its application to the new digital media. Professor Ian Bogost argues that interactive digital space like video games can be used to create meaning not in flat images. But in processes and code. This implies that although the visual rhetoric is essential in the comprehension of the digital communication. It has to be combined with other analysis forms to completely understand how the digital media functions. Since the digital is continuously evolving, the study of visual and digital rhetoric will gain significance. That may be in the future to comprehend the way in which the info are produced, transmitted, and perceived online.
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