Visual Analysis:

Types of perspective
Week 6
DVC5137

Paul Martin Lester, 2014

Visual Analysis
• The first step in seeing clearly is to think clearly.
• You must be able to use some sort of critical
method to analyse pictures to fully appreciate
visual communication.
• “Analysis reveals the person making the analysis –
not really the piece itself” – David Lodge
• Analytical approaches, although time consuming,
help you notice the smallest details that make up
an image, leading to greater universal truths.
• Meaning should be the goal of any type of visual
analysis – whether for personal, professional, or
cultural reasons.
How to do a thorough visual analysis?
• There are SIX perspectives for visual analysis.
• But before using any of them, there are NINE
preliminary steps to take to prepare yourself for a
thorough analysis:
Preliminary steps to take before
analysing a visual piece:
1. Make an inventory list of everything you see
2. Notice the compositional elements and lighting
3. Study the use of visual cues
4. Look a the Gestalt laws
5. Identify the semiotic sign types
6. Note the semiotic codes
7. See how the cognitive elements work
8. What is the purpose of the image
9. What are the image aesthetics
Six perspectives
for visual analysis
 Personal Historical Technical

Ethical Cultural Critical

The goal in using the six perspectives for analysis is to

move from subjective to objective reactions.
1. Personal An initial reaction to the work based on your subjective opinions.
How do you feel looking at it?
2. Historical A determination of the importance of the work based on the medium’s
timeline.
What part of history does it relate to? When was it made?
3. Technical The relationship between light, the method used to produce the work, and
the context in which the work is shown.
How was it put together technically?
4. Ethical The moral and ethical responsibilities that the producer, the subject, and the
viewer of the work have and share.
How does this fit with our morals and ethics?
5. Cultural An analysis of the metaphors and symbols used in the work that convey
meaning within a particular society at a particular time.
What culture does it fit into? What are the cultural elements? What are
norms of the culture?
6. Critical The issues that transcend a particular image and shape a reasoned
personal reaction.
Using a reasoned analysis, what does it mean?
Now, let’s analyze

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1. Personal perspective
• What’s your
immediate
reaction when you
see this image? Is it
good? Bad? Do
you like it or not? Is
it memorable?
2. Historical perspective
• When was this
taken? During
what event?
3. Technical perspective
• How was the
image produced?
Camera settings?
Computer edit?
Production
quality?
https://youtu.be/xb9vLteV46k https://youtu.be/mqqft
2x_Aa4?t=80
4. Ethical perspective
• Does this picture
fits with our moral?
Is the
photographer
invading the
subjects’ privacy?
3. Ethical perspective

Categorical Imperative

Established by Immanuel Kant- categorical imperative means

unconditional without question; consistency is key.

Example: A journalist task would be to take pictures regardless

whether or not it will be used in the newspaper. To record the
event.
Categorical Imperative

During the 9/11 attack on World

Trade Center, photographers
took pictures. Some were
published but later pulled, out
of respect of the victim.

This is an image of a man falling

from the WTC.

https://www.slideshare.net/kehamilt/ethical-decision-making-
perspectives-in-visual-communications
Categorical Imperative

Sensational content and

gruesome images often appear
in tabloids. No filters.

This tabloid newspaper uses the

Categorical Imperative by
publishing images of the dead.
The image is published
unconditionally.

https://www.slideshare.net/kehamilt/ethical-decision-making-
perspectives-in-visual-communications
3. Ethical perspective

Utilitarianism

Established by Jeremy Bentham and John Stuart Mill

Consequences are examined. The best choice is the one that
does the greatest good.

Example: Newspaper publishes a gruesome picture of drinking

and driving with rationale that it may stop some from making
the same mistake.
Utilitarianism

An organisation against
drinking and driving uses
disturbing pictures in their
ads with rationale that it
may stop others from
drinking and driving.

https://www.slideshare.net/kehamilt/ethical-decision-making-
perspectives-in-visual-communications
Utilitarianism

A video showing road rage where

a motorcyclist broke a driver’s
windshield.

This video was recorded as proof

for the police to detain the
perpetrator.

The act of sharing it on social https://youtu.be/rnPX5H9Nt

media? – for people to learn from 7U?t=79
this lesson.
The man was jailed for 12 months
due to his violent act.
3. Ethical perspective

Hedonism

= pleasure (Greek). Aristippus, student of Socrates believed one

should maximize pleasure and not worry about future. Pleasure
for him was intellectual, unlike today's meaning of eat drink and
be merry.

Example: Magazine editor considers visual for aesthetic

pleasure/ own benefit.
Hedonism

Same image as before?

Sensational content and

gruesome images attracts
attention – increase tabloid
sales.

It’s about ‘personal gain’ for

the publication.
https://www.slideshare.net/kehamilt/ethical-decision-making-
perspectives-in-visual-communications
Hedonism

This magazine cover created a

controversy with the usage of a
racy image of a young mom
breastfeeding her 3-year-old
son.

People would buy the

magazine. Why? They want to
know what’s the story behind
the image.
>> Increase sales
3. Ethical perspective

Golden Mean

Aristotle's golden mean refers to finding the middle ground –

finding a compromise between two extreme points. Is there a
less offensive photo that still tells the story?

Example: An editor faced with printing a gruesome image will

instead print a less gruesome one.
Golden Mean

After 9/11, the media no

longer show footages/
pictures of people falling
from the sky. But they still
show pictures of the burning
towers. Seeing damaged
buildings is not as upsetting
as seeing people plunge to
their deaths.
Golden Mean

Choosing a less intrusive photo

that still tells the story may be a
better option.

This is a photo taken right after

the Boston Marathon bombing.
It focuses on the police and
medical officers aiding victims
(rather than showing people
with shattered legs, blood
everywhere)
3. Ethical perspective

Golden Rule

Love your neighbour as yourself- be as humane as possible and

never harm with insensitive actions.

Example: producer does not focus on mourners during funeral

because it compounds grief. When including an image of a
criminal in a family photo, blur the faces of the others.
Golden Rule

Be humane. Do not add to

another’s grief.
The programme blurred-out
the face of a U.S. State
Department diplomatic
security agent who was
injured in an attack on the
U.S. Consulate in Benghazi,
Libya.
Golden Rule

The producer took this

photo from the back of
the inmate so that his
face cannot be seen.
This is to avoid shame – to
the inmate (who is
already serving time) and
the family members.
3. Ethical perspective

Veil of Ignorance

Considers that all people are equal. Imagine oneself without

knowing the positions of those people creates respect.

“Walk a mile in someone’s shoes”

- is the picture socially responsible? Is anyone's rights being

violated? Does the image meet needs of viewers? Is there
empathy? Does the image cause unjustified harm?
Veil of Ignorance

This picture of Prince William

and his family shows
happiness, love and care. Just
like a normal family. People
want to see their family, how
they are outside of the official
ceremonies.
So, which ethical
perspective(s) employed
by this picture?
• Categorical Imperative?
• Utilitarianism?
• Hedonism?
• Golden Mean?
• Golden Rule?
• Veil of Ignorance?
5. Cultural Perspective
• Identify the symbols or
metaphors used in an image
and determine their
meaning for the society as a
whole.
• How the picture shows
cultural values.

• Example: To signal a
country’s power, the
publisher shows the army
with advanced weapons –
giving confidence to the
people of their safety from
outside threats
6. Critical Perspective

• Reasoned opinion and draw

a conclusion.
• Use a critical, objective
perspective - rational
perspective
• What do I think of this image
now that I've spent so much
time looking and studying it?
So…Why
bother
analysing
visuals??
So we can base our
conclusions on rational, not
emotional responses.
Recap. The Six perspectives for visual
analysis

Personal Historical Technical

Ethical Cultural Critical

The goal in using the six perspectives for analysis is to

move from subjective to objective reactions.