Massachusetts Institute of Technology
Sign in | Create Account

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. If you don’t have an account yet, sign up now!

humanities + digital Visual Interpretations conference May 2010

humanities + digital Visual Interpretations conference May 2010

Category: Research | Updated over 4 years ago

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


Viewed
7950 times

More from humanities + digital Visual Interpretations conference May 2010

Media Art as a Social Process - the Prix Ars Electronica Jury Sessions

Media Art as a Social Process - the...

Added over 4 years ago | 00:19:07 | 9176 views

Cinemetrics

Cinemetrics

Added over 4 years ago | 00:11:08 | 8516 views

Closing panel part 3 of 3

Closing panel part 3 of 3

Added over 4 years ago | 00:20:39 | 7767 views

Laptop: Visualization of the Musical Instrument in Digital Music Performance

Laptop: Visualization of the Musica...

Added over 4 years ago | 00:08:26 | 7682 views

09.1: Possible Disappearance / Database Testimony

09.1: Possible Disappearance / Data...

Added over 4 years ago | 00:10:34 | 9100 views

White Flight: Complexity, Optics, and Visualization as Evasion

White Flight: Complexity, Optics, a...

Added over 4 years ago | 00:27:04 | 5515 views