Massachusetts Institute of Technology
Sign in

Visual argumentation: How Visual Rhetorical Figures Shape the Perception of Information

Speaker: Ralph Lengler, University of Sydney. Moderator: Nick Seaver, MIT. Abstract: Some visualizations need not only adequately represent information; their presentation needs also to be effective, leading to a behavior change in the viewer. Rhetorical figures, like metaphors, are said to increase the effectiveness of a message. The power of rhetorical figures stem from their potential in creating meaning in the recipient because they adhere to a predefined template (Phillips & McQuarrie 2004). This paper first presents an overview of published empirical studies on why rhetorical figures are more persuasive. Second it presents a definition of the rhetorical figures visual antithesis and visual metaphor. A visual antithesis is a juxtapose of two similar pictures which are contrasted in order to stimulate the viewer to draw inferences, e.g. in Al Gore's An Inconvenient Truth (2006) where photos of a glacier 70 years ago and the present are contrasted. In a more information visualization centric context, Barack Obama just recently used a visual antithesis (see link) to communicate his economic achievements fighting the recession. Third, it explains how those figures are most effectively used for visual argumentation purposes and how certain shape-based presentation forms like in Obama's case increase its effectiveness. Fourth it presents some preliminary empirical results and outlines future research.

Comments (0)

It looks like no one has posted a comment yet. You can be the first!

You need to log in, in order to post comments.

humanities + digital Visual Interpretations conference May 2010

humanities + digital Visual Interpretations conference May 2010

Category: Research | Updated almost 7 years ago

Created
July 12, 2010 14:58
Category
Tags
License
All Rights Reserved (What is this?)
Additional Files


Viewed
9553 times

More from humanities + digital Visual Interpretations conference May 2010

The area told as a story. An inquiry into the relationship between verbal and map-based expressions of geographical information

The area told as a story. An inquir...

Added almost 7 years ago | 00:20:54 | 14193 views

Digitization of Cultural Heritage: Taiwan Experience (part 1 of 2)

Digitization of Cultural Heritage: ...

Added almost 7 years ago | 00:23:51 | 5201 views

Citizenship in the Age of Complexity

Citizenship in the Age of Complexity

Added almost 7 years ago | 00:09:55 | 8688 views

An Ethnographic Study of Information Visualization

An Ethnographic Study of Informatio...

Added almost 7 years ago | 00:07:11 | 9258 views

Social/Image: A Visual Art/ists Wiki in Theory and Practice

Social/Image: A Visual Art/ists Wik...

Added almost 7 years ago | 00:11:05 | 14038 views

Image Matrices: Learning from Klosterneuburg

Image Matrices: Learning from Klost...

Added almost 7 years ago | 00:21:27 | 9630 views