Visual Communication Theory and Research A Mass Communication Perspective [Hardcover]

In today's multimedia environment, visuals are essential and expected parts of storytelling. However, the visual communication research field is fragmented into several sub-areas, making study difficult. Fahmy, Bock, and Wanta note trends and discuss the challenges of conducting analysis of images across print, broadcast, and online media.1. Linking Theory to Visual Communication 2. Historical Research 3. Who: Research on the Sources of Visual Communication 4. Says What: Research on the Content in Visual Communication 5. To Whom: Research on the Audiences in Visual Communication 6. In Which Channel: Research on Media Used in Visual Communication 7. With What Effect I: Research on Cognitive Effects of Visual 8. With What Effect II: Research on Attitudinal Effects of Visual 9. With What Effect III: Research on Behavioral Effects of Visual 10. Conclusions

Visual communication research is influenced by so many disciplines - psychology, sociology, cognitive science, history and others - that it has been challenging for students to get a broad, comprehensive overview. Visual Communication Theory and Research provides easy access to the topic by categorization according to one of the communication field's most durable models. While each chapter describes dozens of studies to illustrate distinctive theoretical or conceptual threads, commentary at the start and end of the book bind the chapters into a broader narrative that authenticates the central thesis of the book - that visual communication research has come of age and that its focus is of increasing importance in a technological society. - James D. Kelly, Associate Professor and Director of the Honors Program, Indiana University School of Journalism, Indiana University, USA

There is no one book, no one work that provides the breadth and depth of understanding the realities and underpinnings of visual media as Fahmy, Bock, and Wanta do here. They are the best people to provide a founl#2