How Visual Images Reflect and Shape a Society’s Values and Attitudes


 


Striking and memorable visual images, whether of artworks, photographs or a


combination of the two that are displayed and seen in print, television, movies or online


have a way of influencing people’s perception of the subject as is and its relevance or


relationship with the broader spectrum of society and the environment. Graphic images


of newsworthy events can sway national and international public opinion one way or the


other, because they are easily understood and appreciated by all, including the illiterate


sectors of different nations. Images can also be used for promoting a personality or


political candidate, a social or political message, a commercial product or service and


some cause or movement. At the same time, the public is also aware of the persuasive


tone of these images.


 


Visual thinking is necessary in order to absorb a visual image fully and be influenced by


it. Visual thinking refers to the cognitive processes used in arranging visual information


in the mind or the capacity to understand through the eyes, which involves the creation


and apprehension of images through such elements as shape, balance, color and


expression.[1]


 


Visual communication is faster than textual communication because 93 percent of


communication is nonverbal and people process visuals 60,000 times faster than


text. The human brain decodes language in a linear, sequential way that takes more


time to process than its simultaneous deciphering of an image’s elements. Visual


images enhance understanding, recollection and retention of the presented material or


message and affect the emotions and attitudes of viewers. All these factors play a role


 in the thinking  and decision making of the intended audience. The annual spending of


 large organizations to find the right imagery for their concerns amount to the billions of


dollars, as in the allocation by the U.S. military of 8 million to increase its brand


identity and annual recruitment in 2003, and the spending of 9 million by Nike to


promote its image and product line in 2001. Graphics is an essential component in the


obtaining of new government business by companies like Northrop Grumman and


Raytheon, where national flag and eagle symbols are included in proposal covers


because of their patriotic emotional appeal to government evaluators.[2]


 


This is not to say that graphic communication is better than text. The combination


of words and visual elements can communicate more effectively, than if either means is


used alone, and ensures maximum connection with all viewers.[3]


 


However, people in the modern world also recognize the artifice of visual images. Visual


artists of course are given the freedom to express their own view on any subject under


the sun and their works are accepted as they are, regardless of whether they are liked


 or not. In terms of a still photograph, which portrays realistically what the camera sees,


people are now proud to know that there is much room for the photographer to inject his


own point of view on his/her photographed subject, and that this picture can be


fabricated, manipulated and packaged according to his/her wishes.[4]


 


Initially the photograph held promise as the ultimate realistic document of life, but 


almost from its inception, the camera came to be seen as an instrument of artifice,


posing and fakery.[5] In a chair illusion photograph,[6] the visual image pictured is real, but


only if viewed by the observer from a particular position. In order to effectively promote


Katie Couric as CBS evening news presenter, her figure was made slimmer in her


official photographic image.[7] Buildings and plumes of smoke were altered in images of


bombings in the 2006 Israel-Lebanon conflict to suit some political purpose.[8]


 


The continuing development of visual images has extended the authentic


documentation function of photography to a place where reality can be subverted on


an unprecedented scale.[9]


[1] Robert N. St. Clair, “Visual Metaphors, Visual Thinking and the Organization of Cognitive Space”,


<http://epistemic-forms.com/Visual-Thinking.htm>  [accessed 13 May 2011]


[2] Mike Parkinson, “The Power of Visual Communication”, Billion Dollar Graphics, 2007,


<http://www.billiondollargraphics.com/infographics.html>  [accessed 13 May 2011]


[3] ibid


[4] Kiku Adatto, “Picture Perfect: The Art and Artifice of Public Image Making”, (Basic Books, A Division of


HarpersCollins Publishers Inc., 1993) p. 2 


[5] ibid


[6] “Chair Illusion”, Brain Games, 2011, <http://games.yahoo.com/braingames/brain-teasers-games/chair-illusion-689>  [accessed 13 May 2011]


[7] “Top 15 Manipulated Photographs”, Listverse, 19 October 2007,


<http://listverse.com/2007/10/19/top-15-manipulated-photographs/>  [accessed 13 May 2011]


[8] ibid


[9] Kiku Adatto, p. 23



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