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Introduction to Visual Rhetoric

Introduction to Visual Rhetoric. Theory, Practice, and Method AP English 11 2006. So What? Why Care? Or: but the essay’s been working fine!!!. Not an either/or situation Responsive to calls for multi-literacies within composition pedagogy It’s part of the AP exam

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Introduction to Visual Rhetoric

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  1. Introduction to Visual Rhetoric Theory, Practice, and Method AP English 11 2006

  2. So What?Why Care? Or: but the essay’s been working fine!!! • Not an either/or situation • Responsive to calls for multi-literacies within composition pedagogy • It’s part of the AP exam • Real world practicality/applicability • Because it’s fun!

  3. Definitions: or: Ever notice rhetoricians can’t agree on the definition of anything? • Quickest definition: a form of communication that uses images to create meaning or construct an argument • At the core: the idea that visuality and materiality are important parts of creating meaning within any communicative act

  4. Major Concerns: or: what’s at the bottom of all this? • Poststructuralist Analysis • Beyond the Aesthetic • Expression or Argumentation

  5. Poststructa-what?: or give me the jist • Sign: what is seen, read, or experienced • Signified: what is meant or interpreted • PS abandons the primacy of authorially intended meaning of a signifier • PS teases out the infinite multiplicity of the signifier • PS asserts sign/signifier interpretation is historically, culturally, and socially situated

  6. Invisible Visual Rhetoric: or: that sounds kinda cool, huh? Margins use alignment to guide the eye downward smoothly Black words on white paper allow for maximum contrast Just the right amount of space between words allows for proximity of connection but also distinctive elements Flimsy weakness of paper suggests the ephemeral and temporary nature of the work?

  7. Invisible Not Natural: or: on checking your assumptions • These visual conventions of the essay are normalized, not normal • These are cultural conventions that have developed socially over time.

  8. The Culprit: or: Standards, standards, standards

  9. Cultural Associations: or: you don’t see what I see I’ll always ask you this question first: What do you see?

  10. Forward pushing motion suggests a “let’s go to work” mentality The figure of the Boilermaker suggests blue-collar, hard-working determination. Muted gold suggests potential riches while remaining humble He’s white. He’s a he. What do you make of this? Heavy on top, skinny on bottom suggests strength and swiftness And how do these relate to the purpose, audience, and context of a mascot figure?

  11. Cultural Associations: or they just keep on coming! • Colorin Motion http://www.mariaclaudiacortes.com/ • Using Fonts with Purpose http://owl.english.purdue.edu/owl/resource/705/01/

  12. Beyond Aesthetics: or: it looks cool but so what? We ain’t an art class! • If the appearance of all these things are bound up with cultural/personal associations, we can actively use them to add meaning to essays • And this we can build into assignments, ask to be written about, and even evaluate

  13. Student Example: or some simple looking complexity

  14. Student Example: or: does this make an argument to you?

  15. Definitions!: or “The Limits of my language are the limits of my world” • You have long been given language to talk about: • Essays (thesis, transitions, conclusions) • Literature (themes, plots, characters, moral) • Grammar (noun, verb, adjective, prepositional) • But too often you are expected to analyze the visual with little more than “that looks good,” or “that looks ugly”

  16. Visual Language: or: tell me more about these new words • Fonts • Serifs • Weight • Personality • Colors • Saturation • Contrast • Photos • Rule-of-Thirds • Cropping

  17. Photographic Language: or: beyond the point-and-click Rule of Thirds: Zone Division in a photo where placing the focus point on an intersection tends to create more tension, energy, and interest than mere centering.

  18. Photographic Language: or: beyond the point-and-click Cropping: Much more than simply removing unwanted parts of a photo, cropping is a rhetorical decision that alters the mood and focus of the piece and the emotion impact/relationship on the audience. Does he appear more friendly, relatable, ready to talk? Does he appear removed- friendly yet somewhat unapproachable?

  19. CRAP: or: get your minds out of the gutter! • Robin William’s beginning design principles for quick and dirty visual rhetoric • Contrast • Repetition • Alignment • Proximity

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