Visual Rhetoric:

  • persuades people to "adopt attitudes" or "perform certain actions" (2).
  • multimodal
  • medium matters
  • has different processes for analysis
    • Scholes
    • Hovanec and Freund
    • Cronon
  • is situated in a historical time, but meaning changes with time
  • takes into account the historical and biographical (is not a new criticism reading)
  • wonders at "artist's intentions"
  • contains images and absences (both important)
  • analysis dependent on understandings of culture and symbol
  • intertextuality
  • analysis will be swayed by reader/viewer