Editing Visual communication (section)

=== Politics ===
Visual communication in politics have become a primary sense of communication, while dialogue and text have become a secondary sense. This may be due to the increased use of televisions, as viewers become more dependent on visuals. [[Sound bite]] has become a popular and perfected art among all political figures. Despite it being a favored mode of showcasing a political figure's agenda, it has shown that 25.1% of news coverage displayed image bites - instead of voices, there are images and short videos. Visuals are deemed an essential function in political communication, and behind these visuals are 10 functions for why political figures use them. These functions include:<ref name="Schill2012">{{cite journal |last1=Schill |first1=Dan |title=The Visual Image and the Political Image: A Review of Visual Communication Research in the Field of Political Communication |journal=Review of Communication |date=April 2012 |volume=12 |issue=2 |pages=118–142 |doi=10.1080/15358593.2011.653504 |s2cid=145705984 }}</ref>
* '''Argument function:''' Although images do not indicate any words being said, this function conveys the idea that images can have an association between objects or ideas. Visuals in politics can make arguments about the different aspects of a political figure's character or intentions. When introducing visual imagery with sound, the targeted audience can clarify ambiguous messages that a political figure has said in interviews or news stories.<ref name="Schill2012"/>
* '''Agenda setting function:''' Under this function, it is important that political figures produce newsworthy pictures that will allow for their message to gain coverage. The reason for this is due to the [[agenda-setting theory]], where importance of public agenda is taken into consideration when the media determines the importance of a certain story or issue.<ref name="Schill2012"/> With that said, if politicians do not provide an interesting and attention-grabbing picture, there will likely be no news coverage. A way for a politician to gain news coverage,  is to provide exclusivity for what the media can capture from a certain event. Despite not having the ability to control whether they receive coverage, they can control if the media gets an interesting and eye-catching visual.<ref name="Schill2012"/>
* '''Dramatization function:''' Similar to agenda setting, the dramatization function targets a specific policy that a political figure wants to advocate for. This function can be seen when Michelle Obama promoted nutrition by hosting a media event of her planting a vegetable garden, or Martin Luther King Jr. producing visuals from his 1963 campaign for racial injustice. In some cases, these images are used as icons for social movements.<ref name="Schill2012"/>
* '''Emotional function:''' Visuals can be used as a way to provoke an emotional response. A study that was performed found that motion pictures and video has more of an emotional impact than still images.<ref>{{cite journal |last1=Detenber |first1=Benjamin H. |last2=Simons |first2=Robert F. |last3=Bennett |first3=Gary G. |title=Roll 'em!: The effects of picture motion on emotional responses |journal=Journal of Broadcasting & Electronic Media |date=January 1998 |volume=42 |issue=1 |pages=113–127 |doi=10.1080/08838159809364437 }}</ref> On the other hand, research has suggested that the logic and rationality of a viewer is not barred by emotion.<ref>{{cite book |last1=Barry |first1=Ann Marie |title=Visual Intelligence: Perception, Image, and Manipulation in Visual Communication |date=1997 |publisher=SUNY Press |isbn=978-0-7914-3435-2 }}{{page needed|date=February 2021}}</ref> In fact, logic and emotion are interrelated meaning that images not only can have emotional arousal, but also influence viewers to think logically.<ref>{{cite journal |last1=Domke |first1=David |last2=Perlmutter |first2=David |last3=Spratt |first3=Meg |title=The primes of our times?: An examination of the 'power' of visual images |journal=Journalism: Theory, Practice & Criticism |date=August 2002 |volume=3 |issue=2 |pages=131–159 |doi=10.1177/146488490200300211 |s2cid=146304039 }}</ref>
* '''Image-building function:''' Imagery gives a viewer a first impression of a candidate when they are running for office. These visuals give voters a sense of who they will be voting for during the elections, regarding their background, personality, or demeanor. They can create their image by appearing be family-oriented, religiously involved, or showing a commonality with the disadvantaged community.<ref name="Schill2012"/>
* '''Identification function:''' Through the identification function, visuals can create an identification between political figures and audiences. In other words, the audience may perceive a type of similarity with the political figure. When a voter finds a similarity with a candidate they are more likely to vote for them. This is the same when a voter notices a candidate who does not have any perceived similarities, then they are less likely to vote for them.<ref name="Schill2012"/>
* '''Documentation function:''' Similar to a stamp on a passport that indicated you have been to a certain country, photographs of a political figure can document that an event had happened and they were there. By documenting an event that occurred, there is evidence and proof for argumentative claims. If a political figure claims one thing, then there is evidence to either back it up or disprove it.<ref name="Schill2012"/>
* '''Societal symbol function:''' This function is used in visuals when political figures use iconic symbols to draw on emotional power. For instance, political figures will stand with American flags, be photographed with military personnel, or even attending a sport. These three areas of societal symbols hold a strong sense of patriotism. In comparison, congressional candidates may be pictured with former or current presidents to gain an implied endorsement. Many places like the [[Statue of Liberty]], [[Mount Rushmore]], or the [[Tomb of the Unknown Soldier]] can be seen and iconic, societal symbols that hold a sense of emotional power.<ref name="Schill2012"/>
* '''Transportation function:''' The transportation function of using visuals is to transporter the viewer to a different time or place. Visuals can figuratively bring viewers to the past or to an idealized future. Political figures will use this tactic as a way to appeal to the emotional side of their audience and get them to visually relate to the argument that is at hand.<ref name="Schill2012"/>
* '''Ambiguity function:''' Visuals can be used to interpret different meanings without having to add any words. By not adding any words, visuals are normally used for controversial arguments. On the basis that visual claims can be controversial, they are held to a less strict standard compared to other symbols.<ref name="Schill2012"/>