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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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