Visuelle Rhetorik zwischen Theorie und Praxis
| Autor: | Viktoria Kirjuchina, Thomas Grundnigg |
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| Rok vydání: | 2022 |
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| Zdroj: | Rhetorik. 41:74-87 |
| ISSN: | 1865-9160 0720-5775 |
| DOI: | 10.1515/rhet-2022-0008 |
| Popis: | Rhetoric is based on the observation of successful persuasion with words. In the 1960 s, structuralists put new hope into the art of persuasion’s body of knowledge to unveil the mechanisms of mass communication. Rhetoric should become a cultural model for visual literacy. A brief inventory of applied visual rhetoric in higher education (Germany, Switzerland, Austria) reveals the gap between academic fidelity and design practice that – to date – weakens the potential of what was envisioned 70 years ago: a fruitful integration of theory and practice to equip producers and consumers of visual artefacts with the frameworks and vocabularies needed to navigate increasingly ambiguous and complex media. Applied rhetoric not only increases the actionable space and responsible use of the persuasive power of visual communication, but also facilitates connectivity across disciplines. An example demonstrates how rhetoric can be implemented in design education by putting applicability and added value in the center. |
| Databáze: | OpenAIRE |
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