Visual Communication. Janis Teruggi Page

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СКАЧАТЬ Figure 2.9 The Potter Box.

       Source: © John Wiley & Sons, Inc.

      Definition

      In the case of the children's anti‐obesity campaign, the facts of the situation are that the state of Georgia faces a public health crisis. The children who are obese face the likelihood that they will experience disease and shortened life spans. The state faces the problem of increased health care costs and potentially unsustainable budget expenditures.

      Values

      The second step is more difficult because the meaning of the concept “values” is often unclear for many people. Patterson and Wilkins (2002) point out that when we discuss ethical values, we need to be clearer about their meanings: “when you value something – an idea or a principle – it means you are willing to give up other things for it” (p. 77). An important value for government leaders is positive health outcomes for the people in the state. Another value would be effectiveness in that state leaders would want to know and be able to tell others that funds invested in this strategy actually worked to improve health and reduce obesity. Some in government might highly value what they perceive as honesty and truth in telling people “like it is” rather than sugarcoating issues to protect their feelings. Still other values could be protecting vulnerable populations such as children from psychological harm from hard‐edged or even cruel messages. As Patterson and Wilkins (2002) point out, “values often compete and an important element of using the Potter Box is to be honest about what you really do value” (p. 77).

      Principles

      The third step is a careful examination of ethical principles that underpin values and ethical decisions. Someone who is a consequentialist might insist that even if someone's feelings get hurt in the process, more people will benefit from tough anti‐obesity messages. Someone who is a deontologist or absolutist might argue that it is never acceptable to injure others psychologically or physically regardless of the potential outcome. Someone following Ross's principles on prima facie duties would consider what values are in conflict in this particular case and which should be most important, and these can help you be more systematic in reasoning through ethical dilemmas. Ross's approach is helpful, we think, because it offers guidelines for this reasoning rather than rules that are expected to apply in any given situation.

      Loyalties

The fourth step involves loyalties, an area that Christians et al. (1987) suggest deserves the greatest attention because it's easy to deceive ourselves about the loyalties that are most important to us. Assume that you are a Georgia health policymaker. You may have loyalty to your own ethical beliefs, to the people of Georgia, and to your department. You may also be loyal to your own self‐interest, to be and to be seen as effective at your job and worthy of recognition and possibly promotions. Other likely loyalties may be to your family's well‐being, to your coworkers in the department, and so on. If you're committed to the duty of “non‐injury,” then you may be weighing the potential harm that campaign images might do against the possibility that such messaging might be effective. Again, having your campaign shown to be effective could also be a strong benefit to you.Last, you come to some conclusions about the proper course of action in this particular case. Reject the campaign because it unfairly targets vulnerable children and may cause them to feel hurt and ashamed? Go forward with the campaign because it is the most likely to result in better long‐term health for these same children? Ethical decision‐making is a real‐world activity with genuine consequences for real people. What is the right decision in the case of the Georgia obesity campaign? Reasonable people can disagree, but at the very least, the choices made would be based on a systematic and thoughtful process.

CHAPTER SUMMARY

      You are a creator, consumer, and distributor of visuals in today's world of instantaneous communication and sharing through social networks and digital devices. Your job as a consumer or creator of visuals has never been more challenging from an ethical standpoint. In the future, it will be even easier and cheaper to create and disseminate images, apps, videos, and remixes. Photography once had a more obvious referent to real life in that a photo of an event was relatively difficult to alter, filter, or otherwise manipulate. In the future, we will all be consuming and evaluating many images that are created primarily from people's imaginations and combinations of materials of all kinds. However, regardless of changing technologies, new and unexpected events, and even more instant and sophisticated sharing capabilities, we can still apply systematic ethical reasoning and consider our duties to ourselves and to others.

KEY TERMS

      HeuristicsMental shortcuts allowing someone to make a decision, evaluate, or problem‐solve quickly with little effort.

      DeontologicalAbsolutist ethics that are rule‐based; beliefs that standards are always true regardless of contexts or consequences.

      TeleologicalConsequentialist ethics that value the outcome or consequences of an act as most important.

      Categorical imperativeA concept of deontology; belief that one’s own ethical choices are universal law; one should act as we would want others to behave.

      UtilitarianismA central concept of teleology; belief that acts should result in the great amount of good for the greatest number of people.

      PluralisticBelief in several ethical perspectives and not one basic one.

      Prima facie dutiesEthical decisions that should come first; from the Latin “on its face” (at first glance).

      FramingConcept that any text or artifact is created – and presented – in ways that highlight some aspects of it while downplaying or eliminating other aspects, thus guiding readers and viewers to draw specific meanings.

SalienceQuality of how much something stands out or draws our attention.

      AppropriationThe intentional borrowing, copying, and alteration of preexisting images and objects.

      ViddingEditing and adding to existing video footage.

PRACTICE ACTIVITIES

      1 As a class exercise, take an image from the Creative Commons website (creativecommons.org) where you are legally allowed to use work as long as you attribute it. Go to a meme site and “memify” it. In teams, answer the following questions: (i) What meaning do you take from the original image and what frame did it use? (ii) What meaning do you take from the meme and what frame does it use?

      2 Either in teams or for individual assignments, find print ads or photos for ethical analysis using the Potter Box.

      3 Imagine you're on an advertising agency team with the assignment to design a campaign to discourage 16‐ to 26‐year‐old young men from drinking and driving. What frames would you consider in creating a persuasive video?

      4 You read earlier that the New York Times has one set of guidelines for news photos and another for fashion photos. Do you agree that there should be a distinction? Why or why not? Would a disclaimer or warning label help readers be more informed? In your view, do readers and viewers easily СКАЧАТЬ