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Viewing report
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A Semiotic Phenomenology of Visual Rhetoric. Edition No. 1
VDM Publishing House, Aug 2009, Pages: 280
The challenge of communicating ideas of cultural sustainability by visual means was rarely studied for the lack of theoretical/methodological approaches to cope with the visual-human interaction. In this book, a theoretical framework comprising rhetoric, semiotics, phenomenology, and a mixed-method 'concurrent nested qual+QUAL' strategy, were developed to explore residents' experience engaging with the visual phenomenon of public graphics and public art in public housing. Its focus concerns how design, meaning, and experience of visuals evoked in residents a sense of cultural sustainability. The study identifies a rhetorical situation in the semiotic neighborhoods of housing, that communication and perception of cultural sustainability involved the rhetorical encoding of intended meanings into designs, which residents decoded, generating cultural meaning that evoked thoughts, feelings about the vitality of their community, continuity of culture - result of 'visuality,' interrelationship among design persuasion, visual signification, viewing experience. This book bridges the fields of communication and sustainability, pushes forward the new area of study - cultural sustainability.
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