My definition of Visual Rhetoric

Often when thinking of rhetoric, especially as an English major, text comes to mind.

Philosophy...

The author's intent...The reaction of the audience. The effect it has on each of them as an individual. That can be a very powerful thing, not just for text, but for visuals as well.

For me, the difference in the two is the affect (that split second between viewing a stimuli and the beginning of interpretation) that visual rhetoric provides. In my mind, the method of conversion to affect is much faster than with literature, and therefor much more powerful. This interpretation (punctum) can be a very vague and personal thing. Perhaps how a visual makes me feel does not translate the same way for the person standing next to me.

I do enjoy the more analytical side of visual rhetoric though (studium). Picking apart what the photographer/author/artist was trying to say or do. What they wanted us to see. How they put that piece together. Each individual detail. I don't think any good analysis should be without that sort of scrutiny.