Visual Rhetoric Glossary 2/26

 2/ 26  Glossary 

Inductive investigation of visual image is when scholars use visual imagery to explain theories formulated from the study of discourse. They begin with rhetorical hypothesis and theories and then they use them to guide them through the visual artifact. This approach assumes that visual images have the same characteristics that discourse/speech symbols have. [SK]

(Foss, Sonja K. “Theory of Visual Rhetoric.” Handbook of Visual Communication: theory. Mehtod, and Media. Eds. Ken Smith, Sandra Moriarty, Gretchen Barbatisis, and Keith Kenney, Mahwah, New Jersey: Lawrence Erlbaum. 2005. 141-52.)

Deductive investigation of visual image is the investigation of the features of visual image to generate rhetorical theory. Scholars in this approach begin with features of visual image to generate theories. Scholars in this approach believe that visual images are different than discursive/conversational symbols. [SK]

(Foss, Sonja K. “Theory of Visual Rhetoric.” Handbook of Visual Communication: theory. Mehtod, and Media. Eds. Ken Smith, Sandra Moriarty, Gretchen Barbatisis, and Keith Kenney, Mahwah, New Jersey: Lawrence Erlbaum. 2005. 141-52.)