A Semiotic Phenomenology of Visual Rhetoric : Communication and Perception of Attributes of Cultural Sustainability in the Visual Environment of Public Housing

Magdy Ma

ISBN 10: 3639121392 / ISBN 13: 9783639121391

Published by VDM Verlag Dr. Müller, 2009

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - The challenge of communicating ideas of culturalsustainability by visual means was rarely studied forthe lack of theoretical/methodological approaches tocope with the visual-human interaction. In this book,a theoretical framework comprising rhetoric,semiotics, phenomenology, and a mixed-method'concurrent nested qual+QUAL' strategy, weredeveloped to explore residents' experience engagingwith the visual phenomenon of public graphics andpublic art in public housing. Its focus concerns howdesign, meaning, and experience of visuals evoked inresidents a sense of cultural sustainability. Thestudy identifies a rhetorical situation in thesemiotic neighborhoods of housing, that communicationand perception of cultural sustainability involvedthe rhetorical encoding of intended meanings intodesigns, which residents decoded, generating culturalmeaning that evoked thoughts, feelings about thevitality of their community, continuity of culture -result of 'visuality,' interrelationship amongdesign persuasion, visual signification, viewingexperience. This book bridges the fields ofcommunication and sustainability, pushes forward thenew area of study - cultural sustainability.

Seller Inventory # 9783639121391

Bibliographic Details

• Title: A Semiotic Phenomenology of Visual Rhetoric : Communication and Perception of Attributes of Cultural Sustainability in the Visual Environment of Public Housing
• Publisher: VDM Verlag Dr. Müller
• Publication Date: 2009
• Language: English
• ISBN 10: 3639121392
• ISBN 13: 9783639121391
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 22W x 15H x 1.6D centimeters 22 centimeters width by 15 centimeters height by 1.6 centimeters depth
• Weight: 433 grams

About this title

Synopsis

The challenge of communicating ideas of cultural sustainability by visual means was rarely studied for the lack of theoretical/methodological approaches to cope with the visual-human interaction. In this book, a theoretical framework comprising rhetoric, semiotics, phenomenology, and a mixed-method "concurrent nested qual+QUAL" strategy, were developed to explore residents' experience engaging with the visual phenomenon of public graphics and public art in public housing. Its focus concerns how design, meaning, and experience of visuals evoked in residents a sense of cultural sustainability. The study identifies a rhetorical situation in the semiotic neighborhoods of housing, that communication and perception of cultural sustainability involved the rhetorical encoding of intended meanings into designs, which residents decoded, generating cultural meaning that evoked thoughts, feelings about the vitality of their community, continuity of culture - result of "visuality," interrelationship among design persuasion, visual signification, viewing experience. This book bridges the fields of communication and sustainability, pushes forward the new area of study - cultural sustainability.

About the Author

Magdy Ma, Ph.D. North Carolina State U; Project manager, Hong Kong Polytechnic University. A former Senior Information Officer with HK Government; had created visual design solutions for a wide range of public service ad campaigns. Research interests: visual rhetoric / design, environmental aesthetics, urban communication, cultural sustainability.