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49 Cards in this Set
- Front
- Back
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Advantages of visuals (Image Bite Politics chapter)
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-- Don't need a high education
-- Conveymore meaning quickly & easily -- Swayingsomeone's opinion by creating quick judgments -- Not governed by grammar -- Have a physical reference |
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Why are visuals overlooked in communication?
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verbal arguments are taken as the primary conduit of reason, theory building is skewed toward evidence gathering
-– They areemotional -– Accusedof distorting reality |
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What are the elements of social science?
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--- Focuses on logic & observation–looking for patterns
--- Attempts to isolate relationships between variables (independent vs dependent) --- Systematically builds theories & test patterns --- Seeks the largest samples of observations --- Identifies other causes of a phenomena (extraneous influences - what causes someone to do x?) |
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What are the 3 goals of social science?
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Explore:ask "what" questions – Ask a question that hasn't been asked. Uncover basic facts for building on in future studies. Study new phenomena.
Describe:ask "who" and "how" questions – present a detailed pictureof what's happening. "Who is using X?" Ask many questions. Explain:ask "why" questions – Use hypothesis, not research Q's. If it DID aska question, it would be a "why" question. Always use theory. Why are 2 things connected or why is the situation happening? |
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What 3 things can a hypothesis prove?
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· How we decide if...
o Effects actually occurred o Groups differ form each other o One variable precedes the other ( most difficult to prove) |
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How are hypotheses different from research questions?
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· Must state relationship between variables
· Must be consistent with what is known in the literature |
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What are the 5 characteristics of a hypothesis?
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-Testable
-Clear, unambiguous declarative sentence -Affirmative statement -Assumes relationship exists -Associative, not causal terms |
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What are the 4 types of hypothesis?
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Covariation: one thing goes up, another goes down. "increasedX will be associated with increased/decreased Y" DirectionalDifference: difference between 2 groups with direction. "X will be morethan/less than Y" Non–DirectionalDifference: difference between 2 groups. "x will be different than y" Null: norelationship. "X is not associated with Y" *NULL cannot be tested |
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What does falsifiability mean?
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The hypothesis has to be something that can be proven wrong More specific hypotheses will be more falsifiable |
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What is visual literacy?
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The ability to interpret, evaluate, use and create images
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The visually literate can: (5 things) |
-- find and access images efficiently -- interpret the meanings of messages -- use images effectively -- design and create images -- Understand the implications of image use (copyright laws etc) |
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What are the five components of visual criticism? (To critique an image, you have to understand....)
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1. Production:
-technical aspects of creating an image -understanding how the image was made -background of creator, culture, events, other media, etc 2. Composition: -visual features of the message itself, historical context in which the image was created (what was the trend?) 3. Reproduction: -how does the image create meaning in the context it was created? 4. Circulation: -how does the image move through public culture? (physically and digitally) 5. Reception: -what influence does the visual have on the audience? |
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Messaris & visual "literacy"
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Meaning through analogy, not through arbitrary symbols
-- No experience needed, visuals serve as their own type of language (We understand because we have shared life experiences that form our interpretations.) |
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What are the 3 semantic properties of images? |
They describe the interrelationships of the elements in the visual Iconic signs (maps, scorpion carrot) Indexical signs, & Symbols |
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What are the implications of iconicity (Iconic signs)? |
-- Triggers emotional responses -- Viewers tend to be less aware of style effects (fonts, special effects, etc.) |
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What is an indexical sign? |
Gives evidence that something existed. EX: Pepsi photo with Beyonce Bullet hole gives evidence that bullet was there *Some images don't have indexical signs |
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What are the implications of indexicality? (Indexical signs) |
It's perceived as reality. Photographic evidence is important |
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What are syntatic properties of images?
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The elements in the visual combine to create a larger, more meaningful unit.
The larger or latent meaning of the message |
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What are the 3 implications of syntactic properties of images? (Indeterminancy)
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Requires more cognitive resources. ---- takes more time to piece together the meaning ---- takes more time to understand the visual metaphor Legal implications. ---- you can avoid legal problems since visuals are not as clear cut ---- Make an association without making a full-on statement (put juice w/ pics of fruit) Social identity. ---- Express who we want to be through the products we buy (perceived a certain way) |
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Exemplification theory
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Explain how specific occurrences can apply to many things/how a few cases can be perceived by reality
(single case=exemplar) -verbal and visual |
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3 Heuristics
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Quantification
Representativeness Availability (Affective) |
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Quantification Heuristic
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when we encounter an exemplar we can compare it to all exemplars preceding it.
Keep a loose tally up in head. -Can actually align with statistics but it doesn't have to...because it can be wrong/misrepresented -Can engage in unconsciously (ex. Arguments) -Can change over time since loose tally. (not static) |
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Representativeness Heuristic
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Helps us when we are trying to determine the outcome of a behavior... compare exemplars to each other ( one in head, vs model exemplar)
-Description vs account - Read a description and you try and categorize them based on others you have met. -Base-rate fallacy: when our estimate deviates from the base rate information for the population (High or lower/ fallacy when wrong /Base rate when it is apart of the statistic) |
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Availability heuristic
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Definition: Our judgments about events and populations are greatly influenced by previous exemplars
- Are you actually able to retrieve them from memory and how quickly - Recency of exposure: recall things that you just heard or seen (Exposure of recency is short lived) -Frequency of exposure: how many time you have experienced it. (Long term influence which leads to chronic accessibility/ Dominates recency of exposure) |
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Affective Heuristic
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Affective reaction that gets turned into a reaction
( Judgment, reaction readiness, associated behaviors/ More powerful than the other 3 heuristics/Fear as an reaction : can reduce response efficacy - how effective I think recommendation will be at preventing a negative outcome) |
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Message Sensation Value (MSV)
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Defined: visual and audio feature that create a novel, fast-paced, and intense viewing experience for the audience.
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Sensation Seeking (SS)
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-The need for varied, novel, and complex sensation and experiences and the willingness to take risks for such experiences
-Biosocial (interaction of biological and social factors) dimension of personality -Environment you're raised in and personality traits -50% comes from parents, other half comes from environment -Sensation seeking related preference for: (Change- literally change of scenery/the unusual/unpredictability/impulsivity/extroverts/risk taking ) |
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Visual Metaphors
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-Visual metaphors were easier to understand than verbal, concrete metaphors were easier to interpret
-Generally, people understood metaphors -Visual metaphors were understood more often than verbal |
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Concrete vs. Abstract metaphors
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Concrete: can apply the 5 senses to the metaphor
Abstract: cannot use senses (tends to be a descriptive word or feeling; ex. precision) |
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Indirect vs. Direct Claims
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Indirect- elicit beliefs for which no explicit claim has been made, rely on audience to infer the meaning, often multiple meanings (A metaphor is an indirect claim)
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Strong vs. Weak implicature
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-Implicature: how much effort and how many interpretations you derive from a message
-Concrete metaphors normally have strong implicature -Abstract metaphors normally have weak implicature |
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Heisphericity
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Left- functions of speech, perceptions of time, sequential ordering abilities, analytical functions
Right- semantics (speech, interpreting meaning from words), non verbal communication, music, visuo-spatial perceptions Right hemisphere processing increased ability to understand abstract metaphors Integrative hemisphere processing increased understanding of both |
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B&W vs. Full color vs. color-highlighted visuals
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Low vs. High Resource Demands
-Low resource demand = small text boxes, split up pointing to different things (More effective in color) -High resource demand= big paragraph of text (More effective when in black and white than when in color) |
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B&W vs. Full color vs. color-highlighted visuals
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Color highlighted
-Relevant: Everything is in black-and-white except for the product -Not relevant: Everything is in black and white except for something other than the product |
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B&W vs. Full color vs. color-highlighted visuals
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High motivation
-High resource demand (B&W & color highlighted (relevant)) -Low resource demand (Full color highlighted (relevant)) Low motivation -Full color or color-highlighted (relevant and not relevant) |
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Psychology of color
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100yrs of research
Findings? ( none consistent) |
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WHy are color effects difficult to study?
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Consistency of color
Consistency of number of colors Standardization of viewing conditions |
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Psych of color: consistency
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1. Experience
2. Culture ( schools et al., 2011) -Color preference of Berkley Students: don't like red and green since they were the colors of Stanford. 62-90% of product judgments are based on color alone consistency between the object and color is important |
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LImitations
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1. Hue= basic color
2. Saturation= vividness 3. Lightness= brightness US preference: cool colors/vivid/ and bright lighter |
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Message Framing
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Tell us what you think about the product
-Less risky behaviors= Gain Frame(eating out) -More risky behaviors= Loss Frame(std, cancer) Behaviors that are less risky (less negative outcomes): promote the gain frame More risky behaviors: promote the loss frame |
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Color Priming
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Red primes:
Threat of failure Blood, injury, and infection Caution or stop Intimacy, love and sexual attraction Green: Nature Health Environment |
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What are all the Political Image Functions? (10) |
1. Image as argument 2. Agenda-Setting 3. Dramatization 4. Emotional 5. Image-Building 6. Identification 7. Documentation 8. Societal Symbol 9. Transportation 10. Ambiguity |
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What is Image as Argument? What is Agenda Setting? |
-- Most closely related to syntactic properties of images -- Images act as implied arguments -- EX: Politician & News anchor nonverbals |
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What is Agenda Setting? |
-- Let them see only what you want them to see-- People are more interested in stories with an interesting visual-- Priming effect |
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What is Image-Building? |
-- Politicians photographed doing things that build an image -- Image composed in such a way that it evokes an emotional response, leads viewer to draw favorable conclusions about the subject's character --------EX: Obama reading to children -- Lighting, angle, proximity -- Mythic archetypes |
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What are the mythic archetypes? |
1. Glad to see you image 2. Dynamic speaker commanding a podium 3. Beloved leader, accepting praise 4. Athletes or outdoorsmen 5. Media star 6. Father figure 7. Family figure |
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What is the Societal Symbols function? |
Tap into societal symbols ---EX: American Flags in photos Association with mythic presidents |
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What is the Transportation function? |
Visuals can take the audience to a different time or place Bring the audience to a past or future time, negative or positive Ronald Reagan, "Morning in America" |
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What is the Ambiguity function? |
Association between two images (attack ads) Images "say" things without SAYING things Visual arguments "Daisy" ad |
