BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Virketienė Austėja (Mykolas Romeris University, Vilnius, Lithuania), Raišienė Agota Giedrė (Mykolas Romeris University, Vilnius, Lithuania)
Beyond the Subjective Experience of Visual Information in the Modern Media
Journal of Intercultural Management, 2020, vol. 12, nr 3, s. 99-116, tab., bibliogr. 23 poz.
Słowa kluczowe
Wizualizacja danych, Public relations, Media
Data visualisation, Public relations, Media
Klasyfikacja JEL: M3, D83
Objective: According to researchers, visuality appeals to the cognitive aspects of image consumption, hence, the nature of information technologies becomes more important than the content itself. Based on this relevance, the article's aim is twofold: when seeking to better understand the phenomenon of visual information to analyse the visual communication experience of public relation professionals who apply visual solutions to achieve a specific effect in their work.
Methodology: A quasi-structured in-depth interview of the experts and the method of interpretive phenomenological analysis were used to gather and process the data of the research.
Findings: The paper presents insights into the interaction between receiver's visual information experience and one's world view. The research revealed that the visual information influences a person's perception and interpretation of a message when it serves as supplement for information alongside text in press, advertisement, etc.
Value Added: Based on the research, the visual information experience was defined as an instantaneous action of giving meaning to personal experience and imagination by finding the intersection of narratives between the image and oneself.
Recommendations: A narrow boundary exists between the stimulation and constriction of the observer's imagination when analysing the visual message. With the help of image communication, a new reality can be created. To reach effective communication, it is recommended to avoid abstract images that allow the observer's imagination to give it whole other meanings than intended by the sender of the message. (original abstract)
Pełny tekst
  1. Appignanesi, R., Garratt, C., Sardar, Z., & Curry, P. (2007). Introducing postmodernism. Totem Books.
  2. Boehm, G., & Mitchell, W. J. T. (2009). Pictorial versus Iconic Turn: Two Letters. Culture, Theory and Critique, 50(2-3), 103-121. DOI: 10.1080/14735780903240075.
  3. Boehm, G. (ed.) (1994). Was ist ein Bild?. Fink, München.
  4. Brown, S. (2010). Tokyo cyberpunk: posthumanism in Japanese visual culture. Palgrave Macmillan.
  5. Daly, P.M. (2017). Some visual strategies in symbolic illustrated advertising. Imago: Revista de Emblemática y Cultura Visual, 9, 87-105.
  6. Davis, W. (2011). A general theory of visual culture. Princeton University.
  7. Guogis, A., & Rakšnys, A.V. (2014). Naujoji viešoji vadyba - kaip postmodernios vartotojiškos kultūros produktas?. Socialinių mokslų studijos, 6(2), 349-360.
  8. Hochman, N. (2014). The social media image. Big Data & Society, 1(2). doi: 10.1177/2053951714546645
  9. Hoffman, D. (2011). The construction of visual reality. In: J.D. Blom, I. Sommer (eds.), Hallucination: Research and Practice (pp. 7-15). Springer. doi: 10.1007/978-1-4614-0959-5-2.
  10. Jameson, F. (1998). The Cultural Turn: Selected Writings on the Postmodern. London: Verso.
  11. Manovich, L. (2016). The science of culture? Social computing, digital humanities and cultural analytics. In: M.T. Schaefer, K. van Es (eds.) The Datafied Society: Social Research in the Age of Big Data. Amsterdam: Amsterdam University Press.
  12. McLuhan, M. (1994). Understanding Media: The Extensions of Man. The MIT Press.
  13. Merleau-Ponty, M. (2002). Phenology of perception. Routledge.
  14. Mitchell, W.J.T. (1984). What is an image?. New literary history, 15(3), 503-537.
  15. Mitchell, W.J.T. (2002). Showing Seeing. A Critique of Visual Culture. Journal of Visual Culture, 1(2), 165-181. doi: 10.1177/147041290200100202.
  16. Osborne, M., & Smith, J.A. (2007). Interpretative Phenomenological Analysis. In A.J. Smith (ed.) Qualitative Psychology: a practical guide to research methods (pp. 53-80). London: SAGE.
  17. Parikka, J. (2018). Middle east and other futurisms: imaginary temporalities in contemporary art and visual culture. Culture, Theory and Critique, 59(1), 40-58. DOI:10.1080/14735784.2017.1410439.
  18. Rubavičius, V. (2010). Pasaulis kaip reklaminis vaizdas. Filosofija. Sociologija, 21(3), 203-210.
  19. Rubavičius, V. (2014). Prekiniai santykiai: vaizdas, įvaizdis ir vizualumas, Logos, 79, 51-62.
  20. Smith, J. A. (1996). Beyond the divide between cognition and discourse: Using interpretative phenomenological analysis in health psychology. Psychology and Health, 11, 261-271. doi: 10.1080/08870449608400256.
  21. Tascon, S. (2019). Visual Communication for Social Work Practice. London: Routledge.
  22. Vidauskytė, L. (2014). Vizualinis raštingumas: metafora ar oksimoronas?. Logos, 81, 6-19.
  23. Yun-Qi, J. (2015). Ocularcentrism: Towards a Mastery over Life and Death, Gnosis, 14(1), 267-284.
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu