TASK 1

A Synthesis on Visual Literacy

By: Jehira Samuelle E. Tiwana, ABELS 4-A

John Lubbock once stated that what we see depends largely on what we look for. As I grow in
this fast-changing world, I have come to realize that not everything is not what it seems. In the rich
tapestry of human communication, everything serves as potent vehicles of meaning, encapsulating
profound messages that transcend the limitations of language. Every sign has a layer of meaning the I
must uncover.

As I delve into this exploration, it becomes apparent that the meanings behind each sign and
symbol is not stagnant or universally agreed upon; rather, they are dynamic, evolving constructs that
adapt to cultural, historical, and individual contexts. This realization seems daunting. Knowing that the
world is filled with layers of meaning means never knowing which one is correct and right. This is why
even before I took this Reading Visual Arts class, I’ve always had a profound curiosity towards the
ability to analyze visual elements that are not as unswerving as textual literature. How do they do it?
Are there rules governing such a broad skill? How do I enhance my visual literacy skills? How do I use
it?

As I ponder on the readings and videos on visual literacy, I was transported to a world in
which pictures are more than just aesthetic creations, but sophisticated texts packed with meaning,
cultural subtleties, and the ability to alter our perception of the world. They allowed me to have a
deeper understanding on what visual literacy is and how essential it is to be taught in the academe in
which I will be discussing in the following topics.

The Power of Visuals

Before discussing what visual literacy is, it is important that one should understand the power
that images hold when it comes to evoking meaning and changing perceptions. Kjeldsen (2021) gave
an example using the Kennedy-Nixon debate on how visuals can impact a person’s perception.
Television viewers claimed that Kennedy won because Kennedy looked young and confident while
radio listeners claimed Nixon won because he sounded better. With this example, one can see how
the sense of sight can alter the way we put meaning behind anything. A simple picture of a dog
looking cute and innocent can help advertisers entice viewers to buy their product. A convict about to
be sentenced would intend to look remorseful and pitiful to urge the judge to lower his/her verdict.
This is exactly how powerful visuals can be.

In the video “What is visual literacy?”, Brian Kennedy stated that 90% of the information that
we get is from our eyes thus make us more susceptible to be moved by the things we see. Images are
so powerful that they are used and can be manipulated to change a person’s perspectives towards a
certain idea which is why visual rhetoric came to be.
What is visual rhetoric?

Rishante (2011) viewed visual rhetoric as the art of visual thinking in which information
presented to the eye is exaggerated and manipulated in order to impact the viewer's emotions and
perception. It is the deliberate design and arrangement of visual components to convey a certain
message, affect views, or elicit specific emotions. Visual rhetoric is based on the idea that visuals may
be as persuasive and rhetorically effective as written or spoken words.

Back in 2022, Darryl Yap directed a film called “Maid in Malacañang” which was an “artistic
way” of retelling what transpired during the Marcos family's last three days in Malacañang Palace
before they were forced to be exiled to Hawaii during the People Power Revolution in 1986. One
particular scene that sparked controversy was the scene of people invaded Malacañang carrying
torches of fire which was not the reality at all. Yap countered that he took artistic liberties to make his
vision come to life. His use of the torches was his way of manipulating the scene to make it seem like
the protesters were the antagonists and the Marcos family as the victims. In some ways, he aimed
that the viewers will be able to draw the connection between old movie scenes where a mob with
pitchforks and torches kills an innocent family and this specific scene to change their perception and
take pity on the Marcos family. This is an example of how visual rhetoric is used.

Visual rhetoric plays on the fact that reason and emotion are connected. Cognitive
psychology has taught us that sensible thinking simply cannot happen without contact to our emotions
(Damasio, 1996). This is why some advertisers use images that could evoke emotions from viewers
that could urge them to buy the product. This skill is very manipulative in some sorts, and if not
careful, anyone can be a victim of the negative result of visual rhetoric which is why it is important to
have visual literacy.

What is Visual Literacy?

In one of the videos given, I have realized that visual literacy is not confined to the mastery of
technical skills or the recognition of visual elements alone. Rather, it demands a holistic approach
encompassing critical thinking, cultural awareness, and an understanding of the nuanced interplay
between image and meaning. As Brian Kennedy stated, visual literacy is not a skill. Rather, in my own
understanding, visual literacy is using a set of skills like critical thinking and design analysis to be able
to interpret meaning from everything we see.

Visual literacy, the capacity to understand and communicate through visual means, has
become a fundamental skill in navigating the complexities of our modern-age world. To be visual
literate, one must understand the components of a language and communication. Visuals are a form
of communication which is why a visual literate person must know how to read and write visual
language. In one of the videos shared with us, Brian Kennedy enumerated that visual literacy enables
us to:

1) Interpret content of visual images. With this one, I integrated the “Learning to Look”
technique that Kennedy introduced in his video. First, we look at the image. When we
 look at something, we often make assumptions about it. We've already decided what it is
because we've seen it before but if we really look at it, we take our time and we start to
see it. Then, we see it. We take into account the whole picture and truly see each detail.
Third, we describe it. When we see the details, we take into account the colors and lines
of the image. That’s when the Elements of Design comes in. Next, we analyze it. And
after describing it, we can ask analytical questions about it like "what's it made of?", “why
is it made like that?”. Lastly, we interpret. Our brain will try to answer our own questions
and then begin to construct meaning. We begin to make sense of what we see. We begin
to become visually literate.
2) Examine the social impact of visual images. As I’ve stated, visuals are a form of
communication, so one I can agree with Rishante (2011) that they are a social process as
communications always have a speaker and a receiver. Kennedy also mention in his
video that visual literacy is a process of sending and receiving images. They make
messages. Images contribute in the development and dissemination of cultural narratives.
Art, photography, and media imagery all play vital roles in communicating cultural values,
practices, and identities. These images promote or challenge established traditions,
influencing cultural attitudes. We may generate meaning from them, and then use all
other literacies to read our multimedia reality.
3) Discussion of their purpose, audience and ownership. When discussing visual
literacy in the context of purpose, audience, and ownership, we explore how visual
elements are crafted, consumed, and controlled within a broader communicative context.
Visual literacy encourages us to ask questions such as:
a. What is the intended message or goal of this visual?
b. Who is the target audience, and how might different audiences interpret it?
c. Who created or owns this visual, and what might be their motivations or biases?

In one of the readings provided for us, Kjeldsen (2021) stated that verbal rhetoric cannot be
understood solely by grammatical study of words. Similarly, the power of the sight cannot be
understood solely through the semiotic decoding of images. Understanding both verbal and visual
rhetoric necessitates aesthetic awareness, as well as cultural and historical knowledge. Moreover, in
an age of conspiracy theories, false news, and deep fakes, visual literacy and rhetorical analysis are
more important than ever. Shazna Nessa stated in one of the videos that being visually literate
matters because we live in an increasingly visual world because of technology.

Visual Literacy and the Modern World

Brian Kennedy stated in his video “What is Visual Literacy?” that 21st century students
studies tell us young people today are consuming images at an extraordinary rate. In the age of social
media, memes, infographics, multimedia presentations and visual aspects have become essential to
communication. Nowadays, more and more people rely on visual images to spread information and
express their emotions.
 I've discovered that social media thrives on storytelling, and visual aspects are effective
instruments for narrative development. Nowadays, most individuals choose pictures over language to
make their life easier. Social media platforms are mostly visual, with images and videos dominating
users' feeds. I discovered that visual literacy is required to effectively understand and interpret this
visual language as misinterpretation of pictures might result in misconceptions or miscommunication.
Visual literacy helps users avoid the hazards of misinterpretation and fosters clear and effective
communication. With the onslaught of technology, it is essential for everyone to learn and enhance
their visual literacy skills. Which is why it is a shame that visual literacy is not taught more in schools.

Visual Literacy and the Education System

My previous discussions have proven how essential visual literacy is to survive this modern-
day world but some could notice how visual literacy is not prioritized or given importance in education.
In one of the movies presented to us, Philip Yenawine suggested that the process of Education has
pushed people away from the image toward text to such a degree that people lose how to use their
eyes for the intricate reasoning. In my understanding, education systems were text-centric,
emphasizing more on basic literacy skills like reading and writing. It is because of the emphasis on
verbal and written communication in the past that visual literacy may have been less fully integrated
into the school curriculum.

I believe that schools that rely extensively on standardized testing may prioritize subjects that
are directly examined on exams. Visual literacy skills may not be measured as explicitly as traditional
literacy skills, causing schools to focus on areas with strict testing requirements like Math and
Sciences. In their own argument, the emphasis on disciplines like as mathematics, physics, and
language arts may eclipse the recognition of visual literacy as a necessary talent for 21st-century
students, thus it is not given of grave importance.

Despite these restrictions, there is a growing understanding for the importance of visual
literacy in education. As approaches to learning alter and awareness rises, more schools may include
visual literacy into their curricula, better equipping students to face the difficulties of a visually driven
society.

This is the reason why I have come into the conclusion that visual literacy must be
emphasized. It should be taught and enhanced because it is a necessary tool that can be used in a
world that is entering its peak multimedia era. It is not only a surviving skill but it is also a tool that can
help enhance communication. Visual literacy requires an understanding of the cultural aspects of
visual communication. Teaching students how pictures represent cultural ideas increases cultural
competence, fosters an appreciation for difference, and decreases the potential of misinterpretation.
 TASK 2

1. How does developing visual literacy skills enhance the overall proficiency of English
Language Studies majors?

In one of the videos presented to us for this task, Allison Reid of the New Orleans Museum of
Art stated that images can be very powerful tools for communicating messages and we need skills to
be able to interpret these messages and formulate a response. As English Language Studies majors,
we were taught in our previous classes that our domain lies within all aspects of the English language
and how it is used as a tool for communication.

In the WVSU CAS Bulletin of Information, it is written that one of the objectives of the
Bachelor of Arts in English Language Studies Program is “to equip students with necessary skills for
competence in the English language leading to career opportunities in English language research and
English language teaching in the academe and English language training in business and industry
like law, journalism, broadcast communication, foreign service, public relation, publishing, editing, and
advertising.” With that being said, I believe that our field does not only end in the scribbles of the
textual part of the English language but it also extends to the images and visuals used to further its
usage for communication. We are not only subjected to harness our textual literacy but also our visual
literacy as these skills enables us to study and comprehend visual texts such as images and motion
picture. This capacity improves our critical thinking abilities, allowing us to deconstruct visual
information and discover their underlying meaning- such requirement that is needed in areas like
advertising and journalism.

Not only that, but visual literacy skills can help us become competent in today’s “modern
media world” wherein technology plays a vital part in everyday communication and the ability to
interpret and create visual content is becoming increasingly important. In our previous Language and
Advertising class, Prof. Pido taught us the diverse range of communication modalities and how
communication surpasses beyond the textual world. In addition to traditional written forms, we were
taught how to decode and encode information using images and multimedia presentations, as this
expansion of communicative skills enables us to navigate and contribute effectively in a world where
visual communication is becoming more common. Textual and visual communication skills are
essential as digital communication permeates more and more professional domains including
publishing, journalism, and marketing. Visual literacy prepares us for the changing nature of modern
communication by giving us the tools to produce visually appealing digital material. This allows us to
communicate effectively beyond literary text and into the modern media.

In conclusion, the incorporation of visual literacy into English language studies broadens the
educational experience and provides us with the tools we need to flourish in an ever-changing and
dynamic linguistic environment. This helps us grow into well-rounded language experts who are ready
to face the difficulties of a visually-oriented world.
2. Reflect on the role of visual art in shaping cultural narratives. How can you use your visual
literacy skills to critically engage with and deconstruct cultural representations in both visual
and written forms?

In one of our classes in Understanding Culture and Society, we were once taught that to be
effective communicators, we must be able to include the cultural factors that conclude the
communication. In every communication, the meaning intended is always affected by the culture
behind it- including the visual images. As someone who tries to harness their visual literacy skills, I
know how culture really affects the meaning behind the visual forms I see. I know how in every
culture; a color can have different meanings and an action can be decoded differently.

Through visual literacy, I can analyze visual images by using the Six Approaches of Visual
Literacy that was stated in one of the videos we were given to watch. First, I take into account the
history behind each image. Where did it come from? Who made it? What are the factors that
subconsciously urged the creator to use such elements? Is it its history? The place it was made? To
critically engage with cultural representations, it's crucial to understand the cultural context in which
they were created.

Next, I analyze the form of the image. What are the Elements of Design present? What did
each line mean with regards to the cultural factors behind it? What did the color symbolize in the
culture that it came from? For example, if it used the color red, does it mean good luck like in Chinese
Culture or does it mean lust like in the Latin Culture? These decisions frequently have cultural
implications and might alter the viewer's understanding from the creator’s perspective. Analyzing the
design using visual literacy might reveal hidden cultural messages and power relations.

Then, I use iconology and semiotics to identify the meaning behind each sign and symbol
with response to the culture behind it. I analyze how these elements contribute to the overall narrative
and what cultural values or stereotypes they may represent.

Another approach I use is identifying the ideology behind the meanings conveyed by the
image or text. Does the image of a man kissing a woman depict scandalous themes in response to
the traditional culture of the Filipinos or does it show sexual liberty in response to less conservative
cultures? Through visual literacy, I can freely analyze the ideologies that contributed to the process of
making these visuals and texts.

Lastly, I use hermeneutics when it comes to understanding the creator or artist’s

perspective for the literal and intended meaning of the visuals. Visual literacy is important in
hermeneutics because it helps us decipher the meaning encoded in visual representations. In one of
my Vacation Bible Training at BCIF Bible Training Institute, I recalled how our pastors stated that
hermeneutics emphasizes the significance of taking into account a text's cultural and historical context
in order to understand it accurately. Visual literacy contributes to this by supporting me in detecting
and comprehending culturally relevant visual cues, resulting in a more complete understanding of the
world in which a visual representation exists.
3. Reflect on the evolving nature of literacy in the digital age, considering the dominance of
visual content in online communication. As an English Language Studies major, how can you
adapt your skills in visual analysis to remain effective communicators in an increasingly
visual-oriented society?
As a part of Generation Z, I admit that it is easier for me to understand the visual cues needed
to understand some visual contents I see online. I am up-to-date with the current trends but in all
honesty, it took a lot of practice and indulgent in hours of web surfing for me to say so.
As someone who is not really into social media, I had to discipline myself in researching how
to interpret and understand some visual medias from the internet such as memes and gifs. I had to
understand the fast-paced change of social media trends to understand their meaning once used in
communication.
The first thing I always do is I identify the meaning behind each symbol I find. One example
for this is the emojis used in messaging. I have learned that each ‘generation’ has a different
meaning behind each icon. For millennials, the icon for laughter is the “laughing emoji” while the Gen
Z’s use the “skull emoji” to show laughter.
One thing that I have learned is that social media thrives on storytelling and visual elements
are powerful tools for narrative construction. Nowadays, most people opt for visuals as opposed to
texts to make their lives easier. As an English Language Studies major, I can apply my visual literacy
skills to understand how visuals contribute to storytelling on social media.
For example, in social media culture, people use memes to convey how they feel or what they
think. For example, one user will try to use the gif of a man clapping to show his support towards an
idea or a person. Some even use the picture of Jesus with the words “AMEN” to say they agree with
a statement. This is where visual literacy takes place. I find patterns and relationships between the
elements of the image and the other factors to create meaning. By recognizing visual narratives, I
can craft posts that resonate with my audience and effectively convey my messages.

4. Explore some ethical considerations involved in interpreting visual art. How can you approach
the analysis of visual content responsibly, considering issues such as cultural sensitivity,
bias, and inclusivity?
First of all, I’ve come to terms that how we interpret meaning is based on multiple factors such
as culture, history and society. No matter how much we try, there are some times that we will slip up
and analyze visual contents with a little bias towards our own beliefs.
One of the approaches in visual literacy is semiotics where we try to study the meaning
behind signs and I have learned that semiotics is deeply influenced by cultural contexts and that
different cultures may assign different meanings to signs and symbols. In visual literacy, biases can
emerge when interpreting visual elements through the lens of one's own cultural background which
often leads to a limited or distorted understanding of symbols from other cultures.
Biases in visual literacy can be a result of socialization and educational influences. The
cultural and societal norms a person is exposed to during his/her/their upbringing can shape the way
one interprets meaning.
 As a language major, I try to avoid these biases by, first, research. Before analyzing any
visual image or motion picture, I thoroughly examine the artist's history, cultural influences, and the
environment in which the piece was made. Understanding the cultural context behind it is vital for
avoiding misunderstanding. I also try to read and learn about other cultures and their differences
from my own.
Next, I try to have an open mind for other interpretations. I try to include others’ perspectives
and try to analyze it from another cultural lens. For example, I used to be so judgmental towards
sexual scenes in movies because I was raised in a culture where sexual acts should be private but
then, I try to look at it through another culture’s perspective where sexual scenes are seen as art
depicting the love of two people. Being aware that I have my own biases allows me to be receptive to
diverse perspectives that may challenge my initial assumptions.
Another approach I do is comparing different lenses. As much as I try to say that my own
interpretation is correct, I know that that there are other interpretations that are better and more valid.
What I do is I try to compare the differences and similarities between all interpretations and allow
myself to edit my analysis along the way.
Most importantly, I continuously try to educate myself regarding other cultures, evolving
societal norms, and ethical considerations in the interpretation of visual elements.
REFERENCES:

Bartram, Jacqui. (2022). Bridges and barriers to developing visual literacy. Journal of Learning
Development in Higher Education. 10.47408/jldhe.vi25.957.

Kjeldsen, Jens. (2021). Visual Rhetoric and the Power of Imagery: A Brief Lesson in the Rhetorical
Power of Images and the Need for phronesis and krisis in the Teaching of Visual Rhetoric:
Visuality Design in and for Education. Video Journal of Education and Pedagogy. 6. 1-11.
10.1163/23644583-bja10021.

Kress, G., & Leeuwen, T.V. (2020). Reading Images: The Grammar of Visual Design (3rd ed.).
Routledge. [Link]

Rishante, Joseph. (2021). Potentials of Visual Rhetoric in Communication. Lwati A Journal of

Contemporary Research. 8. 222-234.

Toledo Museum of Art. (2013, November 19). What is Visual Literacy? [Video]. YouTube.
[Link]

Toledo Museum of Art. (2015, February 18). Visual literacy and critical thinking [Video]. YouTube.
[Link]

Toledo Museum of Art. (2015a, January 12). Visual Literacy and education [Video]. YouTube.
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