Visual Images and Managing Behavior, Values and Social Relationships - Coursework Example

What part do visual images play in managing behaviour, values and social relationships? By 7th December Introduction Visual images have always been used to convey messages and remain critical in the representation of the modern world. In fact, modern life takes place in a screen. The different social interaction and relations that people engage is significantly affected by the visual culture of the current generation; either positively or negatively. Mirzoeff’s (1999) words that “It is the sense of being watched and constraints social action,” are a reference to the modern technology. The power of this technology is that it does not only allow for interactions with the public, it also affects people’s decisions on a day-to-day basis (Walker & Chaplin, 1997). This paper will discuss the role of visual imagery in managing behaviour, values and social relationships. Outline of the Paper In the course of this analysis, the paper will extrapolate the ways in which visual sense assists and restricts humans in their social relations. The analysis will use different examples in an attempt to formulate an argument that will form the basis for the discussion. It will also give the reasons why visual culture remains highly significant in the modern world especially in managing behaviour, values and social relationships. The first part of this paper provides a brief introduction to visual culture including the physiognomy of the eyes. The second section gives the background information detailing visual imagery. The following section discusses the role of visual imagery from two perspectives i.e. from the cognitive psychology perspective, and the social cognition perspective followed by limitations of visual imagery. The next section details the role of visual images in managing behaviour, values and social relationships and lastly, the conclusion. Background Information on Visual Imagery Physiognomy of the Eyes In order to have a deeper understanding of the effect of visual imagery on people’s social relations, it is critical to be knowledgeable as to the physiognomy of the eyes. The ensuing psychology is pertaining to visual perception. Such an understanding is essential as it will aid in making sense of the visual culture (Epstein & Pacini, 2000). Usually, the rays of light, upon undergoing a reflection from objects, they are directed into the retina primarily by the lenses of the eyes. Once in the retina, the light undergoes conversion into electrochemical signals that also undergo a transmission into the visual cortex of the brain. It is the brain that does the magic of turning them into a single perception (Epstein & Pacini, 2000). Visualization is an experience that originates from the coordination of various processes of the visual system. Visual imagery is an art that is embedded throughout our culture and: therefore, represents the human world. It is difficult to think of a world devoid of this form of expression, although it is touted as being a forerunner to prejudice. Visual imagery remains critical in understanding the world around us. It remains a primary way through which individual expresses their inner feelings to the outer world. Visual imagery serves to invoke thought and is responsible for creating opinions and judgement. The Functional Role of Visual Imagery Visual imagery plays significant functions as dictated from evidence derived from cognitive psychology and social cognition. While images play different roles, some only seem to function as denotations of codes. The best example here is the traffic signs; for as long as one is knowledgeable about the code, the visual meaning does not add value to that individual. However, it is often the case that most images make sense following their interaction with the viewer, and through interaction between the spectators. Role of Imagery from the cognitive psychology perspective With regards to cognitive psychology, visual imagery purpose arises from the detail that it marks perceptual facts about objects (Sturken, 2000). Moreover, the events immediately apparent; consequently, its function is more or less that of vision (Jiang & Wyer, 2009). Visual imagery is also critical in enabling the accessibility of information concerning perceptual features or objects. Therefore, this cannot be inferred merely on semantic knowledge. Visual imagery is also important in deepening the understanding of objects and ideas (Claypool & Carlston, 2002). Role of imagery from the social cognition perspective In this perspective, the role of imagery is divided into persuasion, emotion and judgement. As far as persuasion is concerned, visual imagery is said to contribute immensely towards the persuasive power of appeals that depend largely on narratives of particular instances. The persuasive power promotes transportation, for example, when reading a story; the reader’s thoughts are bound to the story that the person forgets their surroundings (Green & Brock, 2000). Emotional role of visual imagery is that it enhances emotions largely because it tends to focus more on the concrete features of an emotionally charged event. With regards to judgment and decision making, imagery is thought to facilitate the thought process as opposed to using words. This is largely because imagery forms representations in the mind which facilitate information processing (Jiang & Wyer, 2009). As such, images evoke intuitive processing that would otherwise be absent when not using imagery. Limitations of Visual Imagery There are quite a number of arguments brought forward suggesting that imagery, despite being essential, it has limitations, as well. First is that the representational value of imagery largely depends on the individual. People have different cognitive abilities and, therefore, perceive images differently; consequently, the depiction of perceptual image is limited to an individual (Claypool & Carlston, 2002). The same case applies to artists. Their understanding and depiction of a situation through pictorial representations depends on the individual’s understanding of the situation. As such, the lack of generalisation and allowance of different interpretations for a similar situation acts as a major drawback for imagery (Claypool & Carlston, 2002). The role of visual images in managing behaviour, values and social relationships Different individuals perceive and interpret the images and works of art in their ways; that is, one image may be interpreted differently between two people. As such, the analysis and dissection of visual images is an important aspect in the modern world. Visual culture denotes actions that lead to the interpretation and evaluation of visual knowledge that could be anything from oil paintings and TV to the most recent innovation (Mitchell, 1994). An important aspect of this understanding is making sense of images that cannot be gazed at directly. For example, the images by the x-ray and the images of distant galaxies shown by the telescope (Walker & Chaplin, 1997). As a result of the rapid advancement of technology, it has become quite necessary for a society not only to absorb visual information but also to dissect it accurately. In advanced economies such as the U.S, video surveillance cameras have been deployed in almost all places; that is from public transport, shopping centers to restaurants (Rose, 2001). Since the camera’s work is to capture and record images, it remains critical, therefore, that there is a deep understanding of the images on the part of the operators. During the Atlanta Olympic Games, Janet Evans confessed on live television that she watched the bombing of the games happening live on their screens. However, despite this damning evidence, there has never been a logical explanation as to the exact thing that happened and, as a result, no one has been held culpable (CNN Library, 2014). Questions then arise, does the footage taken from such events enable people speculate what they think they are seeing, and draw conclusions unrelated to the damning facts that they are told? What effects can visual aid have on an individual; can it help in driving people’s emotions? In the present times, careers are affected significantly depending on one’s imagery and aesthetics. The way people dress themselves when attending interviews may dictate the likelihood of securing a job or even being promoted (Claypool & Carlston, 2002). Included in this is one’s body language i.e. other people’s perception of a person through individual movements and facial expressions. These things define an individual and also help in shaping an ideology on which people base their judgement of the individual. The same thing stretches into relationships; the ability to associate with others and the extent of success an individual can achieve both at home and the workplace. Communication through this form of imagery is, therefore, just as vital as that of language or sound (Heywood & Sandywell, 2014). There is a tendency for some people to discriminate against others whose social relations are constrained or disabled. Such people include the mentally and the physically handicapped who often struggle with communication in their entire life (Claypool & Carlston, 2002). There are many reported cases of the amputees, for example, being denied equal work environment simply to avoid contact with the customers. Although visuals can act as a deterrence to some disabled people, it also forms a critical part in communication for particular people. Take the deaf people, for example, they are unable to express themselves through words or sound. However, they depend on art and eyesight not only to express themselves but also to explore their vicinity (Jiang & Wyer, 2009). Research dictates that about 80 percent of a person’s sensory information derives from sight. As such, it would seem that visual skills are immensely essential in areas such as sport if one has to achieve an optimum performance (Holy, Ann & Keith, 1994). Social competition is often one of the most famed pastimes alongside being career driven. Developments in sports vision training, for example, focus on new dimensions. It deploys interactive visual exercises to boost peripheral vision, eye-hand-body coordination, depth perception and spatial awareness. The importance of visual training in baseball, for instance, is that it assists in improving eye-hand-body coordination and depth perception and hence reducing strikeouts (Holy, Ann & Keith, 1994). Visual systems also play a critical role especially in crime surveillance within the society. They assist when carrying out investigations and also how such crimes are perceived. Visual imagery through video surveillance camera, for instance, assisted in providing evidence following the abduction of toddler Jamie Bulger (Scott, 2014). Although it did merely nothing to either prevent the abduction or assist in finding the little boy, it provided crucial leads for investigators of the crime. Through the video surveillance technology, the investigators were able to replay the act relayed via imagery and hence providing them with crucial leads (Scott, 2014). The changing times have led to the different social classes developing different ways of perceiving the world around them. In the ancient times, for example, touching and hearing were highly respected as opposed to sight. During the Renaissance period, however, there was a change of attitude, and this saw sight gain primacy (Gregor, 2014). The Bourgeois society, on the other hand, was described as an “extension of sight” following their inventions of photography. The 20th century is a more focused society following its association with electronics. As a consequence, this society has been defined as “the extrapolation of sound and sight” (Gregor, 2014). Religion that is integral in all social classes also seems to have a different perspective with regards to imagery and its significance. In the 16th century, for instance, John Calvin, a is quoted as saying, “Everything respecting God, which is learnt from images is futile and false” (Matthew, 2009). His statement leaves one to beg the question of just how many children learn about their religion simply by reading illustrated books or hanging pictures nowadays. The use of such illustrations to depict God simply indicates the willingness of the Protestants to accept the imagery as a crucial medium of imagination. It is a fact that no one knows how God looks like; as such, people’s idea of God is often represented by imagery (Matthew, 2009). Apart from religion, visual culture transcends in other areas such as politics. In the 19th century, for instance, classical artists created exotic paintings showcasing the Arabs when Western colonization was going on in that region. It is the case that the church, state, and wealthy patrons often provide funding for arts in order to increase not only their power but also prestige. Following the fact that business and commerce realms happen to be political spheres, and then art automatically forms part of the political process. Creating brand names, for instance, require the involvement of artists (Sturken & Cartwright, 2000). There is an ultimate and strong connection that exists between artistic visual imagery work and social relations and thus the high significance accorded to them in the society. Although some people may dissent this opinion, the truth of the matter is that all artists are social human beings. Moreover, their work, despite being individual, has a great impact on the ordering of the society. The connection is explored well by Marxism Rose in the bourgeois era where the social role of art is clearly outlined (Gregor, 2014). In preparation for a job interview, for example, people think the best way to dress in order to appear presentable. This is largely because, in the modern corporate world, the first impression of an individual is highly regarded as it can be used to form an opinion by the interviewer. Body language is also another essential visual aspect that is often used to either give advantage or disadvantage an individual. The ability of an individual to express themselves through communication, facial expressions and body movements all play a great role in shaping peoples’ opinions of the individual (Holy, Ann & Keith, 1994). It is the nature of human beings to refer to individual objects or events to the boxes in their minds when a scheme is successfully decoded in the brain. For example, the mind is tuned to associate a part of furniture taking a flat top that is typically reinforced by one or more perpendicular supports to the table (Martins, n.d.). Therefore, if one gives such a description of an object, the mental image that will be created on the other’s mind will be that of a table. It may happen that one has no idea of the type of table to expect, but the general concept of the table remains in the mind. In visual imagery, it is such generalizations that are used to give a general description of an individual’s characteristics and hence creating a picture of who a person (Holy, Ann & Keith, 1994). Such build-ups in the mind assist in creating an identity and providing distinctions between individuals. For example, gender, ethnicity, age group and even sexual preference. Describing ideology is setting the mind to believe in the ideas shaped by the social, cultural and even the political practices of a certain group. Ideologies are looked at from two perspectives i.e. as being ‘normal’ or being ‘natural’ and are spread throughout the society and often cross-linked with the visual culture we absorb. For example, Riam Dean, was born deprived of a left arm. Following the fact that she was aware of her prosthetic arm, she always put on long sleeve top whenever she left her family home (Pidd, 2009). Later on she secured a job at a London branch of Abercrombie & Fitch; however, she was instructed not to wear a cardigan as it was against the rules of the company. When she complied, they opted to give her a job role that was supposed to be done in the stock room simply because they wanted to take her away from the vicinity of the customers. She quit the position and sued the company for mistreating her (Pidd, 2009). This, therefore, serves as an example of discrimination against the society’s ideal of the ‘norm’ (Holy, Ann & Keith, 1994). Visual imagery is great essence especially to the people who are physically and mentally handicapped as it provides them a way through which they can express themselves. For example, it assists those with hearing and speaking disabilities to communicate their feelings and emotions without much struggle. In addition, visual imagery helps the people with autism to convey their environment. In particular, art makes it easier for them to convey what they see to other people by using their hands as a result of the instructions they receive by their brilliant, sometimes genius, minds. Following her knowledge with Autism, Dr. Temple Grandin discusses extensively, in the Thinking in Pictures, regarding her views on depictions. She claims to think in pictures, and her first language is like a second language (Grandin, 2014). In addition, she says that her mind has a unique ability of translating spoken and written words into complete full-colour movies. Grandin is a renowned author, orator and video maker and who also adds up as an animal behaviour expert (Grandin, 2014). She has an instinctive ability to decipher the animal mind and comprehend animal behaviour. Through her visual thinking, she has been in a position to build entire systems in her imagination (Grandin, 2014). Relationships with the Autistic people are often broken easily and must be approached carefully. Therefore, unlike communication with people faced with disabilities such as the deaf that is rather easy, communication with Autistic people is quite difficult. In some instances, communicating to autistics is more like speaking through glass windows in which case the windows symbolically represent the feeling of disconnection from others. It has been shown that conversations with autistic adult people especially those who are capable of speaking well show that a majority of them reason through visual images. However, as for those who are deeply affected, who can speak but cannot explain how they think, have highly associational thought process (Grandin, 2014). Conclusion In conclusion, visual culture has undergone an evolution since the times of renaissance up to now. The ability to perceive and make sense of visual imagery is regarded as highly important in various spheres of life. With the advanced technology, visual imagery has found wide applications including crime detection. That notwithstanding, visual imagery has a huge role in managing not only behaviour but also values and social relationships. The way people dress, how they perceive others and how they relate with others are roles dictated by visual culture. References Claypool, H. M., & Carlston, E., 2002. ‘The effects of verbal and visual interference on impressions: An associated-systems approach.’ Journal of Experimental Social Psychology, 38, 425-433. CNN Library, 2014. ‘Olympic Bombing Fast Facts’ [Online]. Available at http://edition.cnn.com/2013/09/18/us/olympic-park-bombing-fast-facts/ [Accessed 6th Dec, 2014]. Epstein, S., & Pacini, R., 2000. ‘The influence of visualization on intuitive and analytical information processing’. Imagination, Cognition and Personality, 20, 195-216. Grandin, G., 2014. ‘Temple Grandin, PhD.’ [Online]. 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