Visual Images in the Media

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    Visual Images in the Media

    John Huxford,   School of Communication, Illinois State University, Normal, IL, USA

    2015 Elsevier Ltd. All rights reserved.

    Abstract

     This article offers a review and assessment of the polemics surrounding the nature of the visual image (i.e., a reproducedsight) in the media (mass-produced communication), and of its social implications. The author explores the intellectual

    history of the debate,which is most typically advanced as an opposition between the qualities and effects of the word, or text,

    and of the image. The discussion is tracked across three key areas: child literacy and education, commercial and political

    persuasion, and issues surrounding the news. It is also suggested that in an era when the image is seen to have gained

    ascendency over text, digital tools and the power of the Internet bring potent new in uences on the way we create, consume,

    and comprehend visual images.

     The world is  lled with visual images. Images appear on tele-

     vision and movie screens, billboards, posters, magazines,

    newspapers, and computer monitors. While, as a specic  eld

    of academic study and teaching, visual communication is little

    more than 50 years old, the properties and impact of the visualimage have been the subject of research for centuries across

    a range of academic disciplines. In recent years, the emphasis

    has moved away from theories of art toward a psychosocial

    perspective that draws on research from semiotics, branches of 

    psychology, sociology and communications, and cultural

    theory.

    In this article, the discussion will focus on three key areas:

    child literacy and education, commercial and political persua-

    sion, and issues surrounding news, as well as on the repercus-

    sions of digital imagery and the way that the power of 

    cyberspace is changing the social role of visual communication.

    The Age of the Image

    Increasingly, it is argued that the word, once the dominant 

    medium, is being supplanted by the image. Civilization has

    taken, in W.J.T Michell’s phrase, a   ‘pictorial turn’   (Mitchell,

    1994: pp. 2–3). As Kellner suggests:   “ We are living in one of 

    the most articial visual and image-saturated cultures in

    human history, which makes understanding the complex 

    construction and multiple social functions of visual imagery 

    more important than ever before”  (2002: p. 81).

    In earlier centuries, the balance between verbal and visual

    representation strongly favored the word. Text dominated,

     while images in books typically served in a subsidiary role as

    illustrations. However, this status quo was challenged by the

    emergence of the photographic process in the nineteenthcentury, with photographs then spreading into newspapers and

    advertisements. Film accelerated the process with the devel-

    opment of a series of audiovisual technologies, including 

    movies and television, tipping the balance between word and

    image in favor of the latter.

     Today digital imagery and streaming video in cyberspace

    have added new dimensions to our ever-developing and

    increasingly complex visual culture. Text and images interact in

    new ways in the multimedia terrain of the Internet, reigniting 

    the long-standing debate over the properties and functions of 

    the visual versus those of the word.

    Visual Images versus the Word

     There has long been debate over the social implications of the

    image. Often this has centered on controversies that surround

    certain visual media; most prominently, racial and gender 

    stereotyping, sexually explicit material, and violence as depic-

    ted on television,  lm, the Web, and in video games. However,

    this debate has also been advanced as an opposition between

    the qualities and social effects of the word or text, and those of 

    the image, with the former typically being privileged over the

    latter.

    History of the Debate

     Whichever medium may be the most ubiquitous, the premiseon which this debate turns has always been the supposed

    superiority of text over image, a bias informed by an intellec-

    tual tradition that stretches back centuries. (For a detailed

    discussion, see Stephens, 1998.) The Bible, in associating the

     Word with creation in Genesis while forbidding the production

    of the   ‘graven image or any likeness,’   has long been used to

    support this presumption. Even as the image has established

    itself at the center of Western culture, writers and philosophers

    from Plato to contemporary thinkers have remained critical of 

    the qualities and effects of the image compared to those of 

    the word.

     This intellectual antipathy is prompted by a series of over-

    lapping concerns. Partly, it is founded on a long-standing 

    suspicion of  verisimilitude. In one view, such a capturing of likeness evokes a high degree of ‘truth.’ It is this perspective that 

    typically reects a traditional, although now contested, history 

    of art as the progress of visual reproduction toward an ever 

    more accurate reection of the natural world, an ideal estab-

    lished by the Romans, and one that   nds its most perfect 

    expression in the photographic process.

    However, verisimilitude has also driven a more negative

    perspective; that what the visual image offers is not truth but 

    seductive illusion. A painter, Plato wrote, can deceive  ‘ children

    International Encyclopedia of the Social & Behavioral Sciences, 2nd edition, Volume 25   http://dx.doi.org/10.1016/B978-0-08-097086-8.95041-4   169

    http://dx.doi.org/10.1016/B978-0-08-097086-8.95041-4http://dx.doi.org/10.1016/B978-0-08-097086-8.95041-4

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    and fools’   with the   ‘imitation of appearance,’   instead of 

    bringing   ‘truth’  or   ‘real things’   (1956: p. 463). Substantively,

    this argument remains the root of one strain of criticism laid

    against television and movies, that their illusionary realism

    may offer an ideal vehicle for propaganda.

     A second charge leveled against the visual image is that, with

    the growth of technical reproduction, images devalue the

    objects they represent. The uniqueness of the original is lost in

    the deluge of visual copies. This argument is perhaps most acute when what is being reproduced are images of cherished

    buildings, statues and landmarks, and most especially, works

    of art. When the Mona Lisa becomes a common sight in the

    everyday world beyond the louver   –   for example, on T-shirts

    and advertising hoardings   –   the   ‘quality of its presence,’

    in the words of Walter Benjamin, is   “always depreciated”

    (1969: p. 221).

     A third charge involves the long-held belief that the

    image speaks more directly to the emotions than to

    the logical mind. Aquinas argued that images   “excite the

    emotions more effectively aroused by things seen than by 

    things heard” (cited in Freedberg, 1989: p. 162). This rousing 

    of emotions is seen as making the problems surrounding 

    pornography and the visual depiction of violence all themore acute.

    Finally, the image’s accessibility may distract the populace

    from the more cerebral merits of the word, be it the religious

    tract, improving essay, or newspaper text.

    Visual Images and Child Literacy

    If there is unease that the image is replacing the word for society 

    in general, this concern is heightened in debates over child

    literacy. At different times, anxiety has centered on the

    presumed ill effects on children’s reading abilities and habits of 

    a series of visual media, including movies, comic books, and

     video games. However, most commonly criticized is television.Researchers have offered a number of hypotheses concerning 

    the effects of television on child literacy and weighed the

    empirical evidence for each.

     A   stimulation   hypothesis argues that there is no conict 

    between images on television and words in print because

     watching television stimulates or improves reading in the

     young. This theory, although not widely held, rests largely on

    studies concerned with the reading of a book based on a tele-

     vision show after watching the program, or more generally, on

    children being prompted by television to research an interest.

    However, in a study of the juvenile book market, only a small

    percentage of children reported reading a book after seeing or 

    hearing of it through television. Similarly, the   ndings from

    other studies imply that any interests that are aroused by tele- vision tend to be short-lived.

    More systematically studied are variations of a   reduction

    hypothesis, where the consumption of television is predicted to

    have a negative impact on reading. There are    ve common

     variations of this hypothesis. First, a  displacement  hypothesis

    argues that television viewing takes time away from reading.

    However, studies have shown no conclusive evidence of this,

    indicating instead that time given to reading, although always

    scant, has remained remarkably stable.

    Second, the   passivity   hypothesis argues that television

     viewing causes children to become mentally indolent and so

    less inclined to read. Although studies have shown that tele-

     vision does require less mental effort than reading, it is argued

    that synthesizing visual and audio information engages chil-

    dren in a process that is active, not passive. Third, the   retar-

    dation  hypothesis, an associated theory that argues television

     viewing deteriorates the brain, is seen as implausible for the

    same reason. A fourth variety of reduction hypothesis is   concentration

    deterioration, which suggests that a child’s ability to concentrate

    is weakened by television. This too, although popular among 

    critics, has found little scientic support.

    Finally, anti-school   hypotheses argue that children come to

    expect school to be as entertaining and immediately gratifying 

    as television programs, and when it fails to meet these expec-

    tations, pupils lose motivation. Once more, the evidence for 

    this is contradictory and inconclusive.

    Visual Images in Education

    In contrast to the attribution of negative effects to television

     viewing, some educationalists have called for the visual imageto play a larger role in school curriculums which, traditionally,

    have been dominated by the word. Despite the criticism of 

    television in general, some educational shows   –   such as

    ‘Sesame Street ’ – have achieved strong reputations.

    More recently  –  and despite the negative issues surrounding 

    some games – there has been increasing interest in thepotential

    of video games as educational tools. Some scholars have

    argued that such games may teach not only specic educational

    content but also foster the ability to learn by stimulating 

    cognitive development. Proponents point to the focus on

    problem solving that is central to many games, and it has been

    argued that video games may even encourage children to

    develop a basic understanding of scientic methodology, in

     which hypotheses are formed and tested, as they seek tounderstand and manipulate the game world. (For a detailed

    examination of these issues, see Brown, 2008.)

    In broader terms, this move toward the educational value of 

    images may represent a belief in the benets of acquiring what 

    has been termed  ‘ visual literacy.’ The view is that irrespective of 

    content, engagement with visual media may lead to the

    development of mental skills applicable beyond the under-

    standing of the medium itself. To some extent, this argument is

    predicated on the widely inuential work of Howard Gardner 

     who, in developing a theory of   ‘multiple intelligences,’ argued

    that different modes of communication are benecial to the

    development of different types of intelligence.

    However, the theory that visual imagery may encourage

    both specic cognitive development and a distinctive world- view is more generally a reection of similar beliefs regarding 

    textual and verbal communication, as expressed, most notably,

    by linguists Edward Sapir and Benjamin Lee Whorf. The

    perspective may also be traced to theories associated with

    Marshall McLuhan, who links cognition to the technical char-

    acteristics of varying media.

    From this perspective, it is suggested that television-based

    teaching may have a positive effect on a number of areas of 

    cognition, including the formation of a distinctive worldview,

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    analytic reasoning, and spatial intelligence: the ability to

    envision mentally, for example, what a shape might look like

    from various angles. It is also suggested that exposure to certain

     visual media, such as advertisements that employ metaphors,

    may encourage and develop abstractive and analogical

    thinking.

    However, it is argued that because images primarily func-

    tion as  analogs of reality and are so less inclined to divide the

    perceived world into particular categories in the manner char-acteristic of language, the development of a specic worldview 

    through exposure to visual imagery appears unlikely. (This is

    not to say that the uses to which the visual image may be put  –

    e.g., to depict violence on television  –  may not have signicant 

    impact on one’s worldview.)

    Similarly, it is judged improbable that engagement with

     visual forms will enhance a viewer ’s skills in analytic thinking,

    since images lack many of the propositional elements of 

    language (for example, it is dif cult to make statements in the

    negative through images, e.g.,   ‘there is no more ice cream’).

     While a stronger case may be made for the connection between

     visual imagery and spatial intelligence, evidence for these

    benets is also weak. Finally, it is argued that aspects of 

    abstractive or analogical thinking may indeed prot from viewing certain visual material, although the argument remains

    controversial (see Messaris, 1994 for a full discussion).

    More generally, there is a growing body of opinion that,

    rather than teaching new cognitive skills, the representational

    conventions of images are founded on informational cues that 

    people  routinely   learn to interpret through their visual experi-

    ences in real life. This calls into the question the very existence

    of a distinctive   ‘ visual literacy ’   based on cognitive abilities

    acquired through exposure to mediated imagery.

    Properties of Visual Images

    Overall, there is scant evidence then, that visual images  –  most typically in the form of television   –   are either detrimental to

    child literacy, or signicantly contribute to distinctive cognitive

    development.

    However, it is clear that the image does possess distinctive

    qualities. Peirce’s classication of signs into iconic, indexical,

    and symbolic (Pierce, 1991) is seen as an important key to

    these properties. Images that bear a resemblance to some aspect 

    of reality are examples of  iconic   signs. At the same time, the

    photograph may be dened as an  index ; a sign that has some

    physical connection to the object or event to which it refers,

    (such as  ngerprints or footprints) since it is produced by the

    physical effect of reected light.

     These features clearly set the image apart from the word.

    Iconic signs have little role in language and indexicality isentirely absent. Conversely, the visual image would normally 

    not rely on the type of arbitrary conventions that link signier 

    (representation) with signied (what is represented) in the

    manner that constitutes the symbolic mode most characteristic 

    of language.

     Another crucial distinction can be made between words and

     visual images. Whereas verbal communication possesses

    detailed conventions governing word order (or syntax) that 

    facilitate the linking of concepts, there is no such formal

    convention for combining images into larger meanings,

    although those who work with images, such as artists, may 

    develop their own. Images exhibit what is termed   ‘syntactic 

    indeterminacy ’   that increases their ambiguity as carriers of 

    meaning (Messaris, 1997).

     These distinct features have important consequences for the

    roles that the visual image plays within society. While it is

    dif cult for images to convey precise   statements   about the

    objects they represent (e.g.,   ‘the man no longer enjoyssarcasm’), still the image’s characteristic iconicity, together with

    less pronounced but  exible symbolic properties, have allowed

    the medium to convey certain, descriptive information with

    a precision unmatched by words. For example, a range of 

    scientic  elds have been advanced through the use of detailed

    depictions and diagrams.

    Equally, the visual image has been a boon in the develop-

    ment of user-friendly computers, where iconic representations,

    such as scissors and folders, have been used to replace lines of 

    text. At the same time, photographic indexicality has become

    a vital component in the creation of historical records.

    However, these properties may also have troubling 

    consequences.

    Visual Images and Persuasion

    Iconicity, indexicality, and syntactic indeterminacy bring 

    distinctive properties to visual persuasion, be it set to

    commercial or political purposes. In an extensive study of these

    issues, Messaris (1997) offers a broad range of devices through

     which the advertising image may engage attention and mold

    attitudes. Iconic representations of physical appearance and

    interpersonal behavior may reproduce real-world visual cues

    associated with a series of emotional responses; including 

    sexual interest and excitement. This prompting of emotion is

    central to advertising strategies that seek to associate positive

    feelings with the possession or consumption of products (see,

    for example,   Williamson, 1978). Further, iconic devices that manipulate the viewer ’s point of view (such as close-ups or 

    high and low angles) can incite a series of other responses,

    including curiosity and trust.

     The ability of iconicity to communicate information quickly 

    and with relatively little mental effort may contribute to

    another advantage the image may have in persuasion. Some

    cognitive psychologists believe that visual images are typically 

    processed peripherally   –   rather than centrally   –   in ways that 

    may decrease the likelihood of viewers engaging their full

    critical and analytical faculties, especially when the speed of the

    message leaves little time for reection.

     The   ‘truthfulness’   implied by indexicality is also a critical

    ingredient in visual persuasion whenever a photographic image

    is offered as proof of an advertiser ’s claims. However, visualimages may readily be made to lie through the application of 

    a wide range of techniques, from the staging of photographs to

    airbrushing to improve appearances. Moreover, digital tech-

    nology has become a powerful aid to those who would practice

    such visual deception.

    Finally, the syntactic indeterminacy of the image may also

    have important consequences that make it more useful in

    persuasion than the explicit meanings offered by words. For 

    example, advertisers may take advantage of this property to

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    imply associations or statements that they would be unwise to

    state verbally (such as the association of cigarette smoking with

    healthy activity).

     The implications of these properties have led to

    a heightened attention to the exploration of image produc-

    tion and the messages imbedded within them, most 

    commonly through the perspective of critical analysis. Crit-

    ical cultural analysis views society as a   ‘contested terrain,’

    a battleground for   “domination and hegemony betweencompeting gender, race, sex, ethnic, class, and other forces”

    (Kellner, 2002: p. 85). From this perspective,   “codes of 

    power are embedded in all visual images to varying degrees ”

    (Sperling, 2011: p. 28).

     These concerns focus on a range of issues and forms of 

    media, for example, the sexual objectify of women in music 

     videos, celebrity gossip magazines, and video games.

     Two of the most debated arenas, however, remain the

    persuasive effects of imagery in political and commercial

    communication, and in the news.

    Visual Images and Politics

     While political advertising has existed, in its modern form,

    since at least the 1820s, television ads have now become

    a primary source of political information. Television has been

    accused of having a number of detrimental consequences for 

    the political process. These include, in a political equivalent to

    the displacement theory associated with child literacy (see

    above), distracting the populace from civic involvement.

    However, the area of most concern with regard to the visual

    image is its effects within political advertising and televisual

    campaigning.

     The potency of the visual image in political persuasion is

    thought to have been most graphically displayed in a debate

    between Richard Nixon and John F. Kennedy. It is reported that the majority of those who saw the 1960 debate on television

    judged Kennedy the victor, while most who listened on radio

    thought Nixon had won. Typically, this result has been taken to

    indicate that the more attractive image that Kennedy presented

     was the deciding factor, even though other inuences have

    been offered   –  including the possibility that it was radio that 

    may have favored Nixon’s patterns of delivery, while exagger-

    ating Kennedy ’s Boston accent in a manner that repelled

    listeners (Schudson, 1995).

     The use of visual imagery for persuasive purposes becomes

    most intense in political advertising. Although the public is

    becoming more skilled at  ‘reading ’ visual cues, it is argued that 

     viewers usually do not take the time to consider the way these

    cues may be attempting to manipulate their attitudes, making the visual element of political ads the most crucial.

    Political advertisements use many of the same visual strat-

    egies as their commercial counterparts, although often exhib-

    iting a strong reliance on iconic visual effects. Patriotic appeals

    are common in the political advertisement or campaign, and

    the use of certain visual symbols  –  including the national  ag  –

    has been found to be especially prevalent. Equally, the use of 

    family imagery, such as images of spouses and of children,

    remains common.

     The iconicity of visual imagery has been held responsible

    for other political strategies that accentuate appearance over 

    content. Many make extensive use of devices that appear to be

    modeled on people’s real-world experiences of interpersonal

    space. For example, politicians interviewed on television will

    typically turn toward the camera, and therefore toward the

     viewer, in order to imitate the real-world appearance of a direct 

    and candid approach. Similarly, the use of color to create

    emotional impact is widespread in political advertisements.Bright colors are used to connote positive images, while gray or 

    black and white are frequently employed in attack ads to help

    prompt a negative response.

    Visual Images and the News

    Equally controversial has been the inuence of the visual image

    in news. The entry of the image into an arena that had tradi-

    tionally been the province of the word was originally viewed

     with consternation, both by journalists and by many outside of 

    the profession, as the use of visual material developed from

    artwork through woodcut engraving to early photographs.

     Visual images continued to be regarded as a medium that bypassed the reasoning mind and, as such, appeared to

    threaten journalism’s Enlightenment heritage. While the

    photograph was held in higher esteem in the picture magazine,

    this had little impact on its critics.

     Yet at the same time, the photographic record, as metaphor,

    as well as in practice, came to underpin the journalistic enter-

    prise. By the mid-nineteenth century, there was widespread

    typication of the newspaper as a   ‘daguerreotype’   (an early 

    camera) of the social and natural world, with the indexicality of 

    the process being used to exemplify, and give credence to,

    claims of journalistic objectivity (Zelizer, 1998: p. 9).

    However, Photoshop and other digital techniques have

    made it increasingly easy to falsify photographs, with such

    practices nding their way into the news. More broadly, criticshave argued that the apparent immediacy of the news photo-

    graph works to render invisible the human agency involved in

    its production. In practice, every image is subject to selection,

    interpretation, and, often, alteration as it works its way through

    the news process.

     The news photograph embodies the perspective of the

    photographer who selects a particular camera angle; the page

    designer or editor who frequently selects one shot from a large

    number taken of an event and who may then crop the image;

    and the headline or caption writer where the photograph will

    be combined with, and interpreted through, text, while

    simultaneously being bounded within the newspaper ’s policy 

    on how photographs may be deployed. At each stage the image

    is made to conform to a certain narrative structure   –  a newsangle or theme – with its meaning inevitably being colored and

    manipulated by that association. As Stuart Hall observes:

    “News photos operate under a hidden sign marked   ‘this really 

    happened, see for yourself.’   Of course, the choice is this

    moment of an event as against that, of this person rather than

    that, of this angle rather than any other. Indeed the selection of 

    this photographed incident to represent a whole complex chain

    of events and meaning, is a highly ideological procedure”

    (Hall, 1973: p. 241).

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    Similarly, in response to claims that the photography offers

    a transparent   ‘codeless’   window on the world of newsworthy 

    events, scholars have pointed to the use of photographs, in all

    news media, as being a practice based on cultural codes of 

    understanding (such as an eagle representing freedom in

     America), as well to the connotative properties inherent in the

    practice itself.   Roland Barthes (1977), among others, has

    argued that the photograph fullls not only a denotative (or 

    referential) but also a connotative (or interpretive) function, which undermines its claim to be unmediated truth.

     Visual symbolism is frequently used in news to carry 

    messages that stretch far beyond the photograph’s referential

    qualities, with such techniques used to provide photographic 

     validation of   “abstract issues and qualities that cannot, in

    the normal sense, be validated visually ”   (Huxford, 2001:

    p. 45). Huxford offers three classications of photographic 

    symbolism routinely employed in the press on both sides of 

    the Atlantic;   temporal, in which time frames are evoked and

    utilized within the newspage;  metaphorical, where analogical

    associations are employed; and   synthetic  which entails gross

    distortions of reality.

    In all these ways, the news photograph, be it on the page,

    computer screen, or in broadcast  lm, may be far from either ‘neutral’ or   ‘objective.’

    More recently, the focus of research has shifted away from

    issues surrounding the veracity of the news photograph, and

    toward thesocial and cultural functions that news photography 

    may fulll. This development highlights the ritual work of 

    journalism in social life, specically its role in creating and

    sustaining both communal and individual identities. The

    unifying work of ritual and of ritualistic journalism becomes

    particularly crucial when death or destruction threatens the

    social order. Research following this line of inquiry has

    included Dayan and Katz’s exploration of the live coverage of 

    events of signicant social meaning; what is described as the

    ‘contests,’ ‘conquests,’  and   ‘coronations’   that relate to one or 

    more of the core values of society (1992: p. 199). Similarly it isargued that news images may be translated into  ‘ lived images’

    during community ritual, being appropriated and reworked in

     ways that may empower and heal the community. For example,

    the striking and dramatic news imagery that was a central focus

    of the attack on the United States in 9/11 later reemerged in

    new ways in local carnivals and parades, with  oats featuring 

    pictures and models of the Twin Towers restored to their 

    former glory (Cooneld and Huxford, 2009).

    Digital Images

     The ascendency of the image and the controversy over its effects

    in such areas as education, politics, and news have beenaccelerated and intensied by the rise of digital media.

     While the Web has, arguably, given fresh impetus to text 

    and allowed the word and image to interact in new ways, Web

    designers frequently give more space and visual weight to

    imagery. Moreover, streaming video is gaining increasing 

    importance on the Web as technology and bandwidthimprove.

     A signicant aspect of this new digital frontier is the manner 

    in which it has fostered expertise in creating and manipulating 

    digital imagery, turning users from passive viewers of images

    into active participants. The development of digital photog-

    raphy has prompted a substantial leap in the number of 

    pictures being produced. By 2004, 28 billion digital photos

    then were being taken annually in the U.S., 6 billion more

    photos were shot on  lm, even though twice as many people

    owned   lm-roll cameras than digital (Murray, 2008: p. 152).

     The downloading and placing of such photographs on home

    pages, social networking sites, and blogs is now ubiquitous,

     while many individuals are also producing their own videoclips, segments of animation, and even short movies. At the

    same time, a host of online communities that hone and spread

    this digital expertise have emerged in recent years. As Sperling 

    argues,   “ Today ’s students also form individual identities and

    act online; they are at home with the Interweb ’s visual archi-

    tectures and intellectual platforms; and they actively embrace

    the informality of its connections, its unstable transactions, the

    uidity of its borders, and its shifting and disorienting discur-

    sive spaces”  (2011: p. 28).

     While the Web has been described as a   ‘digital utopia’

    (Rosen, 2001: p. 318), many of the issues surrounding the

    deceptive and potentially damaging effects of visual represen-

    tation have followed images into cyberspace. Digital media has

    provided those who would perpetrate visual fakery with anarsenal of increasingly subtle and effective tools. At the same

    time, the range of visual networks through which today ’s

    online users move and the speed of those operations raise the

    likelihood that many images will register subconsciously, as

    unexamined beliefs and assumptions are prompted and

    absorbed.

    However, the apparent vulnerability of the digital audi-

    ence to visual trickery has been questioned. Some scholars

    argue that the key feature of today ’s   ‘post-photographic age,’

     where the digital image has replaced traditional emulsion-

    based photography, is that all pictures are seen as articial

    representations of reality and are thus treated with increasing 

    skepticism (e.g.,   Farid, 2009: pp. 42–44). Others are less

    sanguine.   Messaris (2012), while acknowledging that the Web’s digital networks have made it easier for the detection

    of visual manipulation to be publicized, also points out that 

    awareness of the likelihood of digital manipulation does not 

    necessarily translate into an ability to detect its use in

    specic instances.

    Examples of digital manipulation of photographs that go

    undetected can be found in two key areas discussed in this

    article: political communication and news coverage. For 

    instance, one experiment staged at Stanford University at the

    time of the 2004 Presidential election has implications for 

    political persuasion. In this, photographs of the facial features

    of test subjects were subtly combined with the faces of either 

    Republican George Bush or Democrat John Kerry. The subjects

     were then asked to make a preference between the photographsof the two politicians.

    Researcher Jeremy Bailenson and his colleagues found that 

     while the choices of highly partisan voters were unaffected by 

    this manipulation, among those with less certain political

    preference the facial   ‘morphs’   had the effect of swinging 

    people’s choices in the direction of the morph that included

    their own facial features. This held true even though the

    subjects demonstrated no conscious awareness of the manip-

    ulation (Bailenson et al., 2008).

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    Similarly, there are instances in news, as Messaris points

    out, when even journalists have been fooled by digitally 

    doctored photographs. For example, when a fake photograph

    of the dead Osama bin Laden was posted online by unknown

    sources, the image was used on a number of well-regarded

    news sites before being exposed as a hoax.

    Summarizing this debate, Messaris suggests,   “In address-

    ing this issue a researcher would have to go beyond the

    methodology of traditional surveys. The evidence wouldhave to come from the examination of people ’s spontaneous

    reactions to images. Without a systematic look at such data,

    all claims about the effects of digital media on the public ’s

    attitudes towards images will necessarily remain highly 

    conjectural”  (2012: p. 10).

    See also:  Advertising and Advertisements; Advertising: Effects;

    Advertising: General; British Cultural Studies; Computer Games

    and Academic Achievement; Educational Media: Potentials for

    Learning; Film and Video Industry; Journalism and Journalists;

    Journalism; Mass Media, Representations in; Media Effects on

    Children; Media Effects; Media Events; Media and Child

    Development; New Media, News Production and Consumption;

    News: General; Photography as a Medium; PoliticalAdvertising; Political Communication; Semiotics; Social Media;

    Television: General; Violence and Media.

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