Visual processing is the ability to interpret and use visual information from the world around us. Everything we see is essentially information that we take in and process, and during this process, we often interpret and internalize messages unintentionally. Whether it’s the clothes we wear, a building, symbols, or a document, all of these are examples of visual rhetoric.
Defining Visual Rhetoric
So, what exactly is visual rhetoric? While definitions may vary, I appreciate how Charles Hill and Marguerite Helmers (2004) discuss the term in Doug Eyman’s article “Defining and Locating Digital Rhetoric.” They suggest that “the study of visual rhetoric necessarily involves a study of the process of looking, ‘the gaze,’ with all the psychological and cultural implications that have become wrapped within that term.” This concept—that we “read” what we see—is often overlooked. I’ve seen jokes online and among my friends, where people say things like, “Ugh! I just hate being perceived,” which, though it sounds tortured, reflects the idea that how we present ourselves is itself a form of rhetoric.
An example from class showed that casual outfits like sweats or pajama pants are acceptable for U.S. college students. However, in other countries or contexts, many would deem such attire inappropriate. This shows the deep connection between visual rhetoric and cultural context.
Symbolism
Understanding visual rhetoric, especially in relation to digital rhetoric, is key in persuading an audience. In Eyman’s article, Paul Heilker and Jason King discuss the evolution of visual symbols in the autism community, from the ribbon to the puzzle piece, and now the closed infinity symbol. Similarly, as October is Breast Cancer Awareness Month, we recognize the association of the color pink and the pink ribbon with this cause. Both examples show how these symbols and colors are crucial in expressing solidarity and raising awareness within specific communities.
In essence, visual rhetoric plays a vital role in shaping digital rhetoric, influencing how we present and perceive information in a persuasive manner.
Read my last blog post: How Text Shapes Rhetoric
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