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

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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