Design as Rhetoric in the Discourse of Resonance Veronika Kelly, School of Art, Architecture and Design, Division of Education, Arts and Social Sciences, University of South Australia, Adelaide, Australia
Drawing a link between "design and rhetoric, made explicitly by design scholars, is also implicit in design practice...design's purpose being to urge or dissuade a user/reader's behaviour attachment to a belief and/or value, commensurate with a communication goal."
Resonance "is presented as a desirable quality that operates to enhance meaning and a user/reader's experience, thereby contributing to the effectiveness of visual communications." Suggested that resonance as a quality dictates so clearly "that everybody [designers] can agree on its quality."
— Hmmm... I hope the rest of this article can describe what resonance is beyond these quotes. If its an ineffable quality then I'd like to see it agreed on by a jury of designers. Perhaps how the AIPP works to provide such a consistent approach to judging photographs where all the key points are debated and discussed so that everybody can understand, until the thing that makes a photograph "resonate", to borrow the term, "is the only thing left that cannot be described.
Resonance = echo
Ehses (1984) argue for "a synthesis of semiotics as an analysis of sign structures and their use in visual messages with rhetoric as a means of constructing appropriate messages is proposed as a working model of concept formation in graphic design."
3 FORMS OF RHETORIC
Deliberative // political, advisory // exhortation, deterrence // concerned with future // Judge
Forensic // judicial, legal // prosecution, defence // concerned with past // Judge
Display // epideictic, ceremonial // praise, denigration // concerned with present // Spectator
"Deliberative rhetoric is concerned with the means to an end and with the presentation of an advocated course of action that promotes a desired result, that which people tend to seek."
"Rhetoric is fundamentally 'a technique concerning the way that things are said, but does not in any way determine the relations between teh person who speaks and what he says.' Foucault adds that in rhetoric, the 'connection between the person speaking and what he says is broken' at the same time that rhetoric's effect is 'to establish a constraining bond between what is said and the person or persons to whom it is said'." WHAT?
"...a designer is not required to believe in what they are “saying” through a design, despite asking audiences to believe in what is being said. Nevertheless, to deal with matters of choice and how things could be, to seek to effect desired responses from a user/reader through design, still means taking up certain positions in shaping communications that aim to provoke or heighten the values and beliefs of a user/reader."
— she's essentially saying that as a designer we may not necessarily believe in a message but we're still required to understand the position of the sender and the receiver in order to craft a message that resonates with the audience.
[See 'How the Trump Campaign Built an Identity Database and Used Facebook Ads to Win the Election' and 'Trump campaign using targeted Facebook posts to discourage black Americans from voting']
Questions
Blog posts
Need to keep up
Quotations from sources
Summarise the readings in a sentence or two to demonstrate understanding
Essay outlines a number of key essays that hint at where to go to gain additional clarification on many of the sources quoted here.
Essays
Reference List vs. Bibliography
Can you briefly describe resonance in your own words?
Can you think of a piece of design recently that has "resonated" with you and why? What tools did the designers use to create a piece of resonate communication?
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