1. Visual Literacy San José State University Copyright 2003

2. What is visual literacy?  Nonverbal communication.  The use of visual media to facilitate communication of ideas.  The use of a visual language to accompany written and oral communication.  The use of pictures, graphic images, and verbal symbols to convey meaning.

3. Petroglyphs are visual symbols

4. Lesh’s Multiple Modes of Knowledge Representation Spoken words Written words Realia or real world objects SymbolsIcons

5. Flory’s Visual Literacy Theory  A visual language exists.  People can and do think visually.  People can and do learn visually.  People can and should express themselves visually.

6. Whorf-Sapir Hypothesis Whorf-Sapir Hypothesis (Faieta, 1983)  Thoughts are determined by language.  Behavior is determined by language.  Language is strongly related to the culture in which that language is spoken and reflects that culture’s values.  Language serves as a filter for how one views the world. Language is an important element of the frame of reference.

7. Firth’s Roles of Symbols  Communication - allowing people to share ideas and concepts - ex. No Smoking sign  Instruments of Expression - religious and political symbols - ex. flags, crests, dress, and art.  Knowledge - reveal elements of reality that even the symbol user may not recognize - ex. books as symbols of knowledge, machines as symbols of technology.

8. Wiley’s Hierarchy  The more unusual an object, the greater the need for illustration.  As the number of words needed to describe an object increases, so does the need to illustrate it.  As the number of points of similarly with a commonly known object increase, the need to illustrate decreases.  If the appearance of an object is important, the need for illustrating increases.  If you instincts tell you to illustrate - illustrate.

9. Think Visually