Difference Between Digital and Visual

At first, I believed that visual rhetoric was a lesser version of what digital rhetoric represents- but now it’s realized that it couldn’t be further from the truth. Digital rhetoric wouldn’t have ever been discovered without the guidance of visual rhetoric; They share nearly identical aspects and capabilities, with the exception of their intended purpose(s). Digital rhetoric is more generalized when it comes to delivering “the message”, which means it can be almost anything you see, touch, hear- maybe even smell and taste. On the other side, the rhetoric of the image ONLY hones on what you can interpret from what you see. There’s another thing to keep in mind, “visual rhetoric is an example of a discrete set of methods and theories that are available to use within the digital rhetoric context” (Eyman 2015). You CANNOT use methods/theories from digital and apply it to visual, but you can if it were the other way around. Now that we’ve covered the weird relationship between visual and digital, let’s switch the focus on all the traits that define visual rhetoric, looking into the art of perception (“the gaze”), and how visuals impact the overall message.

Breakdown of Visual Rhetoric

In simple terms, Visual Rhetoric can be defined as utilizing imagery as a means to communicate with an audience. Though, there are layers to the meaning as there are multiple variables in which play into this definition. “It could include the study of the visual aspect of pretty much anything created by human hands— a building, a toaster, a written document, an article of clothing—making the study of “visual rhetoric” overlap greatly with the study of design” (Eyman 2015). It contains of imagery, typography (fonts), layout, and texts. While imagery is an easy method to utilize, it’s the most powerful component in visual rhetoric due to its flexibility. An image can be so abstract/specific, but it will always manage to have people form unique interpretations. Texts heavily rely on how well you can structure a single sentence (sometimes a couple but that’s rare)- think of it as attempting to make a strong quote or tagline that will be remembered. Typography is the art of utilizing text in a way that grabs the attention quickly. Pretty much, “ooh look at that ad board, those words are huge, and it looks fancy since it’s got a cursive style”. When it comes to layouts, it’s basically just arranging the visuals and text the best way possible. This is mostly seen in clothing- specifically huge brands you would see at the mall. A ton of fleeces and t-shirts have some sort of logo/text on the front/side chest because some people like the way it displays. Now everything I just said can be argued that it isn’t the definitive term since literary investigators believe the art of just looking is considered as the definition- which is kind of true.

Art of Perception and “The Gaze”

Developing perspective is the largest aspect that plays into visual rhetoric. It allows individuals to produce a mental process when looking at a particular thing/object. For instance, the textbook you’re reading right now; The sole reason why it was designed this way is for the actual content (the text) to stand out- locking your eyes onto it (look at me breaking the 4th wall). This online textbook also has a simple background with little extra forms of content such as the image on top and the box with questions. Because of the large body text, your eyes would want to scan and interpret anything else on the screen without you even realizing it (kind of like breathing), this is commonly known as “the gaze”. It’s the examination of visual rhetoric that involves the study of the process of looking (Eyman 2015). It sounds simple (and it is), but then you also need to consider the many points of view people can have.

Visual Rhetoric Impacting the Overall Message

There’s a single sentence that was said by Marshall McLuhan in 1964, “The medium is the message”- and visual rhetoric is no exception. It really does matter how someone creates the visuals for their intended purpose(s)- “it is the message that we have created a new level of connectedness with other people” (Applen 2013). Think about it: if someone were to make a poster to advertise their tattoo services, they would benefit from having their work plastered in the center of an image to enhance focus compared to being in the corner. What if the tattoo artist decides to use more monochromatic colors to give a sense of emotion to the image? No? Okay, the art is more important than the colors; besides the tattoo artist wants the audience to see their colorful artwork and the purple tint wouldn’t help. Which photo should the tattoo artist use that demonstrates their craftsmanship? Maybe the one where they are working on the arm is a better choice than the finished work. Every color chosen, every angle taken, every object/subject inside the photo, even the background of the imagery is vital. Even though it’s a single image, there will be an infinite number of interpretations made by audiences based on their personal experiences and literacy. The message is also important because it not only identifies with the audience, but also “reflects the idea that how we present ourselves is itself a form of rhetoric” (Garcia 2024). What you put on your next social media post matters since it gives followers a based-off interpretation of your character- or maybe you don’t care about that digital footprint.

Gotta Wrap This Up

Keep in mind that the foundations of visual rhetoric must be acknowledged and comprehensible to you before taking a deep dive into understanding digital rhetoric. All the elements that build the foundations of rhetoric carry meaning that goes beyond aesthetics. So next time when you spot a rock band poster or someone wearing a comic T-shirt and think: “Hey that looks sick”, take a moment to realize that you are engaging in visual rhetoric. And while literary loonies like Eyman may throw around complex terms- don’t let that intimidate you. Sure, the jargon can sound overwhelming at first, but once you break through those barriers, the concepts will become much clearer.