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In the eye of the beholder : Visual communication from a recipient perspective

In English

Författare

Redaktör

  • David Machin

Summary, in English

Why do viewers perceive and interpret visuals differently despite common perceptual and cognitive mechanisms? The article addresses a number of challenges in visual communication and underlines the need for empirical analyses from a recipient perspective. Perception and interpretation of visuals is seen as an interactive meeting between the recipient, the multimodal message and the situational context. The form and contents of the visual message serves as a starting point. However, even personal characteristics of the viewers modulate perception and interpretation of visuals. Differences in perception also arise thanks to different goals for the visual examination, the viewers’ expectations, domain knowledge or expertise, emotions and attitudes. Finally, the context in which images are displayed, perceived and interpreted plays an important role in this process. All of these three aspects modulate the process of meaning–making and can be studied by using a multidisciplinary framework and integrated theories and methods.

Publiceringsår

2014

Språk

Engelska

Sidor

331-355

Publikation/Tidskrift/Serie

Handbooks of Communication Science

Volym

4

Dokumenttyp

Del av eller Kapitel i bok

Förlag

De Gruyter

Ämne

  • Philosophy

Nyckelord

  • visual communication
  • perceptual and cognitive mechanisms
  • recipient perspective
  • differences in perception and interpretation of visuals

Status

Published

Projekt

  • Thinking in Time: Cognition, Communication and Learning

ISBN/ISSN/Övrigt

  • ISSN: 2199-627X
  • ISSN: 2199-6288
  • ISBN: 978-3-11-037052-2
  • ISBN: 978-3-11-025548-5