Theory of Visual Rhetoric for HCI and Experience Design

Visual Rhetoric

By Omar Sosa Tzec

cmcl 501Introduction to Rhetoric and Public Culture

Department of Communication and CultureProf. Phaedra C. Pezzullo

Fall 2013

Insights derived from an annotated bibliography

Source

Foss, Sonja K.  “Theory of Visual Rhetoric.” In Handbook of Visual Communication: Theory, Methods, and Media.  Ed. Ken Smith, Sandra Moriarty, Gretchen Barbatsis, and Keith Kenney.  Mahwah, New Jersey:  Lawrence Erlbaum, 2005, pp. 141-52.

* http://www.sonjafoss.com/html/Foss41.pdf

Object of study

Schemas

Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg

Sketches

Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg

Personal Informatics and Schematic Interfaces

Source: http://assets.coolhunting.com/coolhunting/mt_asset_cache/2011/11/03/jawbone-up-duo.jpg

HCIdesign Rhetoric

SchemasSketches

GUIs

Visual Rhetoric

SchemasSketches

GUIs

Visual Rhetoric

Categorization of references in Foss (2005)

* Primary References

* Secondary References

* Discarded References

Primary References

Primary References

Secondary References

Discarded References

Primary References

Chryslee, G. J., Foss, S. K., & Ranney, A. L. (1996). The construction of claims in visual argumentation: An exploration. Visual Communication Quarterly, 3, 9-13

Facts or physical data

feelings

knowledge

function

Visual Argumentation

Schemas Sketches GUIs

Facts or physical data

feelings

knowledge

function

Visual Argumentation

Schemas Sketches GUIs

Visual Argumentation

HCI Design

Schemas Sketches GUIs

Foss, S. K. (1993). The construction of appeal in visual images: A hypothesis. In D. Zarefksy (Ed.), Rhetorical movement: Essays in honor of Leland M. Griffin (pp. 220-224). Evanston. IL: Northwestern University Press.

Visual appeal

Schemas Sketches GUIs

Technical Novelty

Decontextualization

References to new

interpretive contexts

Foss, S. K. (1994). A rhetorical schema for the evaluation of visual imagery. Communication Studies, 45, 213-224.

Schema for rhetorical evaluation

(1) Identification of a function communicated

in the image

(2) How well that function is communicated and

support available for that function in the image

(3) The scrutiny of the function itself –

legitimacy or soundness

Rhetorical evaluation

Schemas Sketches GUIs

Rhetorical evaluation

Schemas Sketches GUIs

Rhetorical criticism of HCI

Kaplan, S. J. (1992). A conceptual analysis of form and content in visual metaphors. Communication, 13, 197-209.

Metaphor

The ground Rupture in linguistic norms or beliefs

Metaphor

The ground Rupture in linguistic norms or beliefs

Linguistic tension

Pragmatic tension

Hermeneutic tension

Linguistic tension

Pragmatic tension

Hermeneutic tension

Linguistic tension

Pragmatic tension

Hermeneutic tension

Visual artifact

Linguistic tension

Pragmatic tension

Hermeneutic tension

Rhetorical situation

Prompt

1. What would be your perspective regarding a possible relation between visual theory and visual schemas? And design sketches? And GUIs related with personal informatics?

2. Does it make sense to talk about rhetors, rhetorical agency, and rhetorical criticism in the context of HCI design?

3. Are interactive systems (or their GUIs at least) a form of argument?

4. On what extent other approaches in Rhetoric may cross the discipline of HCI? What would be the implications?

Thank you!tzec.combitsofhci.com