Presentation about the annotated bibliography of the references found in the work: Foss, Sonja K.  “Theory of Visual Rhetoric.” In Handbook of Visual Communication: Theory, Methods, and Media.  Ed. Ken Smith, Sandra Moriarty, Gretchen Barbatsis, and Keith Kenney.  Mahwah, New Jersey:  Lawrence Erlbaum, 2005, pp. 141-52. * http://www.sonjafoss.com/html/Foss41.pdf

1. Visual Rhetoric
Insights derived from an
annotated bibliography
By Omar Sosa Tzec
cmcl 501
Introduction to Rhetoric and Public Culture
Department of Communication and Culture
Prof. Phaedra C. Pezzullo
Fall 2013

2. Source

3. Foss, Sonja K. “Theory of Visual Rhetoric.” In
Handbook of Visual Communication: Theory,
Methods, and Media. Ed. Ken Smith, Sandra
Moriarty, Gretchen Barbatsis, and Keith
Kenney. Mahwah, New Jersey: Lawrence
Erlbaum, 2005, pp. 141-52.
* http://www.sonjafoss.com/html/Foss41.pdf

4. Object of study

5. Schemas
Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg

6. Sketches
Source: http://www.systemsorienteddesign.net/images/stories/Home/Master_AHO/Master%202012/Diplomas/Giga%20Map-01.jpg

7. Personal Informatics and Schematic Interfaces
Source: http://assets.coolhunting.com/coolhunting/mt_asset_cache/2011/11/03/jawbone-up-duo.jpg

8. HCI
design
Rhetoric

9. Schemas
Sketches
GUIs
Visual
Rhetoric

10. Schemas
Sketches
GUIs
Visual
Rhetoric

11. Categorization of references
in Foss (2005)

12. * Primary References
* Secondary References
* Discarded References

13. Primary References

14. Discarded References
Secondary References
Primary References

15. Primary References

16. Chryslee, G. J., Foss, S. K., & Ranney, A. L. (1996). The
construction of claims in visual argumentation: An
exploration. Visual Communication Quarterly, 3, 9-13

17. Facts or physical data
feelings
Visual
Argumentation
knowledge
function
Schemas
Sketches
GUIs

18. Facts or physical data
feelings
Visual
Argumentation
knowledge
function
Schemas
Sketches
GUIs

19. Visual
Argumentation
Schemas
HCI Design
Sketches
GUIs

20. Foss, S. K. (1993). The construction of appeal in visual images:
A hypothesis. In D. Zarefksy (Ed.), Rhetorical movement:
Essays in honor of Leland M. Griffin (pp. 220-224). Evanston.
IL: Northwestern University Press.

21. Visual appeal
Technical
Novelty
Schemas
Decontextualization
Sketches
References
to new
interpretive
contexts
GUIs

22. Foss, S. K. (1994). A rhetorical schema for the evaluation
of visual imagery. Communication Studies, 45, 213-224.

23. Schema for rhetorical evaluation
(1) Identification of a
function communicated
in the image
(2) How well that function
is communicated and
support available for that
function in the image
(3) The scrutiny of the
function itself –
legitimacy or soundness

24. Rhetorical evaluation
Schemas
Sketches
GUIs

25. Rhetorical evaluation
Schemas
Sketches
Rhetorical criticism of HCI
GUIs

26. Kaplan, S. J. (1992). A conceptual analysis of form and
content in visual metaphors. Communication, 13, 197-209.

27. Metaphor
The ground
Rupture in linguistic
norms or beliefs

28. Metaphor
The ground
Rupture in linguistic
norms or beliefs
Linguistic tension
Pragmatic tension
Hermeneutic tension

29. Linguistic tension
Pragmatic
tension
Hermeneutic
tension

30. Linguistic tension
Visual artifact
Pragmatic
tension
Hermeneutic
tension

31. Linguistic tension
Rhetorical
situation
Pragmatic
tension
Hermeneutic
tension

32. Prompt

33. 1. What would be your perspective regarding a possible
relation between visual theory and visual schemas? And
design sketches? And GUIs related with personal informatics?
2. Does it make sense to talk about rhetors, rhetorical agency,
and rhetorical criticism in the context of HCI design?
3. Are interactive systems (or their GUIs at least) a form of
argument?
4. On what extent other approaches in Rhetoric may cross the
discipline of HCI? What would be the implications?

34. Thank you!
tzec.com
bitsofhci.com