A Semiotic Phenomenology of Visual Rhetoric

ISBN-13: 9783639121391 / Angielski / Miękka / 2009 / 248 str.

Magdy Ma

Opis

The challenge of communicating ideas of cultural sustainability by visual means was rarely studied for the lack of theoretical/methodological approaches to cope with the visual-human interaction. In this book, a theoretical framework comprising rhetoric, semiotics, phenomenology, and a mixed-method "concurrent nested qual+QUAL" strategy, were developed to explore residents' experience engaging with the visual phenomenon of public graphics and public art in public housing. Its focus concerns how design, meaning, and experience of visuals evoked in residents a sense of cultural sustainability. The study identifies a rhetorical situation in the semiotic neighborhoods of housing, that communication and perception of cultural sustainability involved the rhetorical encoding of intended meanings into designs, which residents decoded, generating cultural meaning that evoked thoughts, feelings about the vitality of their community, continuity of culture - result of "visuality," interrelationship among design persuasion, visual signification, viewing experience. This book bridges the fields of communication and sustainability, pushes forward the new area of study - cultural sustainability.

O autorze

Magdy Ma, Ph.D. North Carolina State University; MA Design,
Hong Kong Polytechnic University. A former Senior Information
Officer with the Hong Kong Government; had created visual design
solutions for a wide range of public service advertising campaigns.
Research interests: visual rhetoric and design, urban
communication, cultural sustainability.