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Visual Rhetoric
Insights derived from an
annotated bibliography
By Omar Sosa Tzec

cmcl 501
Introduction to Rhetoric and P...
Source
Foss, Sonja K.  “Theory of Visual Rhetoric.” In
Handbook of Visual Communication: Theory,
Methods, and Media.  Ed. Ken Smi...
Object of study
Schemas
Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.j...
Sketches
Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01....
Personal Informatics and Schematic Interfaces

Source: http://assets.coolhunting.com/coolhunting/mt_asset_cache/2011/11/03...
HCI
design

Rhetoric
Schemas
Sketches
GUIs

Visual
Rhetoric
Schemas
Sketches
GUIs

Visual
Rhetoric
Categorization of references
in Foss (2005)
* Primary References
* Secondary References
* Discarded References
Primary References
Discarded References

Secondary References

Primary References
Primary References
Chryslee, G. J., Foss, S. K., & Ranney, A. L. (1996). The
construction of claims in visual argumentation: An
exploration. ...
Facts or physical data
feelings

Visual
Argumentation

knowledge
function

Schemas

Sketches

GUIs
Facts or physical data
feelings

Visual
Argumentation

knowledge
function

Schemas

Sketches

GUIs
Visual
Argumentation

Schemas

HCI Design

Sketches

GUIs
Foss, S. K. (1993). The construction of appeal in visual images:
A hypothesis. In D. Zarefksy (Ed.), Rhetorical movement:
...
Visual appeal

Technical
Novelty

Schemas

Decontextualization

Sketches

References
to new
interpretive
contexts

GUIs
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
i...
Rhetorical evaluation

Schemas

Sketches

GUIs
Rhetorical evaluation

Schemas

Sketches

Rhetorical criticism of HCI

GUIs
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

Visual artifact

Pragmatic
tension

Hermeneutic
tension
Linguistic tension

Rhetorical
situation

Pragmatic
tension

Hermeneutic
tension
Prompt
1. What would be your perspective regarding a possible
relation between visual theory and visual schemas? And
design sketc...
Thank you!
tzec.com
bitsofhci.com
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Theory of Visual Rhetoric for HCI and Experience Design

Presentation about the annotated bibliography of the references found in the work: 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

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Theory of Visual Rhetoric for HCI and Experience Design

  1. 1. Visual Rhetoric Insights derived from an annotated bibliography By Omar Sosa Tzec cmcl 501 Introduction to Rhetoric and Public Culture Department of Communication and Culture Prof. Phaedra C. Pezzullo Fall 2013
  2. 2. Source
  3. 3. 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
  4. 4. Object of study
  5. 5. Schemas Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg
  6. 6. Sketches Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg
  7. 7. Personal Informatics and Schematic Interfaces Source: http://assets.coolhunting.com/coolhunting/mt_asset_cache/2011/11/03/jawbone-up-duo.jpg
  8. 8. HCI design Rhetoric
  9. 9. Schemas Sketches GUIs Visual Rhetoric
  10. 10. Schemas Sketches GUIs Visual Rhetoric
  11. 11. Categorization of references in Foss (2005)
  12. 12. * Primary References * Secondary References * Discarded References
  13. 13. Primary References
  14. 14. Discarded References Secondary References Primary References
  15. 15. Primary References
  16. 16. 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
  17. 17. Facts or physical data feelings Visual Argumentation knowledge function Schemas Sketches GUIs
  18. 18. Facts or physical data feelings Visual Argumentation knowledge function Schemas Sketches GUIs
  19. 19. Visual Argumentation Schemas HCI Design Sketches GUIs
  20. 20. 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.
  21. 21. Visual appeal Technical Novelty Schemas Decontextualization Sketches References to new interpretive contexts GUIs
  22. 22. Foss, S. K. (1994). A rhetorical schema for the evaluation of visual imagery. Communication Studies, 45, 213-224.
  23. 23. 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
  24. 24. Rhetorical evaluation Schemas Sketches GUIs
  25. 25. Rhetorical evaluation Schemas Sketches Rhetorical criticism of HCI GUIs
  26. 26. Kaplan, S. J. (1992). A conceptual analysis of form and content in visual metaphors. Communication, 13, 197-209.
  27. 27. Metaphor The ground Rupture in linguistic norms or beliefs
  28. 28. Metaphor The ground Rupture in linguistic norms or beliefs Linguistic tension Pragmatic tension Hermeneutic tension
  29. 29. Linguistic tension Pragmatic tension Hermeneutic tension
  30. 30. Linguistic tension Visual artifact Pragmatic tension Hermeneutic tension
  31. 31. Linguistic tension Rhetorical situation Pragmatic tension Hermeneutic tension
  32. 32. Prompt
  33. 33. 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?
  34. 34. Thank you! tzec.com bitsofhci.com

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