Glossary: Introduction to Visual Communication (A–Z)
A | B | C |
D | E | F |
G | H | I |
J | K | L |
M | N | O |
P | Q | R |
S | T | U |
V | W | X |
Y | Z
A
A
Aesthetics:
The study of beauty, visual appeal, and artistic taste in design and communication. Example: A visually balanced poster creates aesthetic harmony.
Audience:
The group of people who receive, interpret, and respond to messages through communication or media channels.
Audio-Visual Communication:
Communication that combines both sound and visuals, such as films, advertisements, or TV programs.
Active Audience:
A group of media users who actively interpret, question, and respond to messages instead of passively receiving them.
Analog Communication:
Traditional, non-digital form of message transmission (e.g., radio, print).
Attribution:
Giving credit to the source or author of an idea, text, or image.
Agenda Setting Theory:
Proposed by McCombs and Shaw (1972), it explains how media influences what people think about by giving more coverage to certain topics.
Analog Media:
Traditional media such as film, print, and radio that use continuous signals rather than digital codes.
Animation:
A technique of creating the illusion of motion using still images displayed rapidly in sequence.
Art Direction:
The visual style and creative supervision in a media production or advertising project.
Attention Economy:
A concept that views human attention as a scarce resource in the media landscape.
B
Balance:
A principle of design that distributes visual weight evenly within a composition to create stability and order.
Barrier to Communication:
Any obstacle that prevents effective message exchange, such as language differences, noise, or misunderstanding.
Berlo’s SMCR Model:
A communication model by David Berlo that explains four elements — Source, Message, Channel, and Receiver.
Body Language:
A form of non-verbal communication expressed through gestures, posture, and facial expressions.
Brainstorming:
A creative technique for generating many ideas quickly without immediate evaluation.
Broadcast Media:
Mass communication through TV and radio reaches large audiences instantly.
Byline:
A line in a publication giving the name of the author or reporter.
Bandwidth:
The capacity of a communication channel to transmit data or information per second.
Blog:
An online journal or platform used to share personal or professional ideas, opinions, or media content.
Brand Identity:
The visible elements (logo, color, design) that distinguish one brand from another.
Broadcast Journalism:
The field of journalism that delivers news through TV, radio, or digital broadcast media.
Bulleted Layout:
A text or design format using bullet points to organize information clearly.
C
Calligraphy:
The art of beautiful handwriting used for artistic or decorative communication.
Channel:
The medium through which a message is transmitted (e.g., airwaves, print, digital media).
Color Psychology:
The study of how colors influence emotions, thoughts, and behaviors. Example: Red represents energy and passion.
Communication:
The process of sharing information, ideas, and meaning between individuals or groups.
Connotation:
The implied or emotional meaning of a sign or word beyond its literal definition.
Creativity:
The ability to generate new, original, and meaningful ideas in visual or verbal communication.
Culture:
A set of shared beliefs, values, and practices that influence how people communicate and interpret messages.
Cross-Cultural Communication:
Interaction between individuals from different cultures requires sensitivity to language and cultural norms.
Channel Noise:
Any disturbance or interference that disrupts message clarity within a medium.
Cinematography:
The art and technique of motion-picture photography that enhances visual storytelling.
Clarity:
The quality of being clear and easily understood in communication.
Coding:
Transforming thoughts into symbolic forms (words, gestures, or visuals).
Commercial Communication:
Messages created for marketing, advertising, or branding purposes.
Camera Angle:
The position from which a camera views the subject affects meaning and emotion in visuals.
Cartoon:
A simplified illustration that conveys humor, commentary, or criticism visually.
Censorship:
The suppression or restriction of communication that may be offensive, harmful, or politically sensitive.
Chronemics:
The study of time in communication, such as punctuality and pace in interaction.
Cognitive Dissonance:
A psychological theory explaining discomfort caused when beliefs and behaviors conflict, often used in persuasive communication.
D
Dance’s Helical Model:
A communication model that shows communication as a continuous and evolving process, like a helix spiral.
Denotation:
The literal or dictionary meaning of a sign or word. Example: “Rose” means a flower (denotation), but symbolizes love (connotation).
Design:
A creative and planned process that arranges visual elements to communicate ideas effectively.
Dominance:
A design principle that gives importance to one element over others to attract attention.
Decoding:
The process by which the receiver interprets and understands the sender’s message.
Digital Communication:
Message transmission using digital technology like email, social media, or online platforms.
Documentary:
A non-fiction visual communication form used to inform or educate through real-life storytelling.
Diversity:
In communication, it refers to acknowledging different cultural, linguistic, and social backgrounds.
Data Visualization:
The graphical representation of information to simplify complex data sets.
Design Thinking:
A creative problem-solving approach focusing on empathy, experimentation, and innovation.
Diffusion of Innovations:
A theory explaining how new ideas or technologies spread through societies (Everett Rogers, 1962).
Document Design:
The layout and structure of printed or digital documents for readability and impact.
Dynamic Composition:
A visual design technique that uses movement and variation to create visual interest.
E
Emphasis:
A design principle used to highlight the most important part of a visual composition.
Encoding:
The process of converting ideas into symbols, words, or images for communication.
Eye Movement:
The path a viewer’s eyes follow when looking at a visual composition, guided by design structure.
Editing:
The process of selecting and arranging visual or textual content to improve clarity and impact.
Emotional Appeal:
A communication technique that targets audience feelings to influence attitudes or behavior.
Ethics in Communication:
Moral principles guiding truthfulness, respect, and responsibility in message creation.
Emoji:
A small digital icon used to express emotions or ideas in electronic communication.
Empathy in Design:
Understanding users’ feelings and experiences to create meaningful visual or media products.
Encoding/Decoding Model:
Proposed by Stuart Hall, it describes how audiences interpret messages differently based on cultural context.
Ethnography:
A research method involving observation and participation to study communication in cultural contexts.
Eye-Line Match:
A film editing technique that connects what a character sees with the next shot to maintain viewer engagement.
F
Feedback:
The receiver’s response that indicates how the message was understood, completing the communication loop.
Form and Space:
Design elements referring to the shape (form) and the area around or within objects (space) in a composition.
Function of Mass Media:
The main roles of media — to inform, educate, entertain, and persuade the audience.
Field of Experience:
The personal background, culture, and knowledge that affect message understanding between sender and receiver.
Focus Group:
A small group of people discussing a topic to provide qualitative insights for media or marketing research.
Framing:
The way media shapes how audiences interpret issues or events through selective emphasis.
Film Editing:
The process of selecting and combining shots to form a cohesive narrative.
Filter Bubble:
A situation where algorithms limit the information a user receives online, reinforcing existing beliefs.
Flow Theory:
A psychological state of deep focus and enjoyment during creative or communicative activity.
Focal Point:
The area in a visual composition that immediately draws the viewer’s attention.
Framing Device:
A narrative or visual structure that encloses or introduces another story within it.
G
Gatekeeping Theory:
Proposed by David White, it explains how information passes through “gatekeepers” like editors who decide what content reaches the audience.
Global Media:
Media content that crosses national borders, representing multicultural values and ideas.
Group Communication:
Exchange of ideas among a small number of people working toward a common goal.
Graphic Design:
The art of combining text, images, and layout to convey visual messages effectively.
Gestalt Principles:
Psychological principles explaining how people perceive visual patterns as unified wholes.
Globalization:
The process through which media, culture, and information flow across countries and influence each other.
Gender Representation:
How media portrays gender roles, identities, and stereotypes.
Gestural Communication:
The use of hand or body movements to convey meaning non-verbally.
Graphic Novel:
A long-form comic or illustrated narrative that combines text and visuals.
Gratification:
The satisfaction audiences gain from consuming certain media (central to Uses and Gratifications theory).
Group Dynamics:
The study of behavioral and psychological processes in group communication.
H
Harmony:
A design principle where all elements work together to create a pleasing and unified visual effect.
Helical Model:
See Dance’s Helical Model — communication that grows and changes over time.
Hue:
A pure color in the spectrum (e.g., red, blue, yellow) that defines its position on the color wheel.
Hypodermic Needle Theory:
A media theory suggesting that audiences passively receive and accept messages directly from media without questioning.
Hierarchy (Design):
Organizing elements by importance to guide viewers’ attention effectively.
Homophily:
Similarity in beliefs, culture, or background that promotes easier communication between people.
Headlines:
Bold or large text used in media to attract readers’ attention to the main story.
Human-Computer Interaction (HCI):
The study of how people interact with digital systems and interfaces.
Hybrid Media:
Media that blends elements of traditional and digital communication formats.
Hypertext:
Digital text containing links that allow readers to navigate between related content.
Hypothesis:
A testable statement predicting the relationship between communication variables.
I
Illustration:
A visual representation (drawing, sketch, or digital image) that supports or enhances a message.
Intrapersonal Communication:
Communication that occurs within an individual’s mind, such as self-talk or reflection.
Interpersonal Communication:
Direct communication between two or more people through verbal and non-verbal methods.
Interpretation:
The process of understanding or assigning meaning to a message or symbol.
Icon:
A visual sign that resembles its object, like a photo or symbol.
Ideology:
A set of shared beliefs that shape how individuals interpret media or communication.
Infographics:
Visual representations of data or information that simplify complex ideas.
Interactivity:
The degree to which users can influence and participate in media experiences.
Image Manipulation:
Digital alteration of images for correction, creativity, or persuasion.
Impression Management:
The process of controlling how others perceive us during communication.
Information Design:
The organization and visual presentation of information for effective understanding.
Interactive Media:
Digital platforms that allow user participation and feedback (e.g., websites, games).
Interpretive Framework:
A set of assumptions and methods used to analyze communication and meaning.
J
Journalism:
The act of collecting, writing, and presenting news or factual information to the public through media channels.
Juxtaposition:
Placing two contrasting visual or verbal elements together to highlight differences or create meaning.
Jargon:
Specialized language used by professionals that may be difficult for outsiders to understand.
Journalistic Ethics:
Principles guiding fairness, truth, and accountability in reporting.
K
Knowledge Sharing:
The exchange of ideas, skills, and experiences between communicators to improve understanding.
Kinesics:
The study of body movements, gestures, and facial expressions in communication.
Knowledge Gap:
A theory suggesting that information is not equally distributed—educated audiences gain more from media exposure.
Kinetic Typography:
Animated movement of text used in videos or advertisements for visual impact.
Knowledge Sharing Platforms:
Digital spaces (like forums or collaborative tools) where users exchange information.
L
Lasswell’s Model:
A linear communication model that answers: “Who says what, in which channel, to whom, and with what effect?”
Line:
A basic visual element that defines shape, direction, and movement in design.
Listening:
An active process of receiving and interpreting spoken messages effectively.
Layout:
The visual arrangement of elements such as text and images in a design.
Lighting:
Use of light to enhance meaning, emotion, and focus in visual communication.
Logo:
A symbol or design representing an organization’s identity.
Lateral Thinking:
A problem-solving method that involves creative, non-linear approaches.
Lighting Design:
The controlled use of light to enhance visual storytelling and atmosphere.
M
Mass Communication:
Communication that reaches large audiences through media such as TV, newspapers, or the internet.
Meaning:
The message or idea understood by the receiver in the communication process.
Message:
The information, idea, or emotion that the sender wants to convey to the receiver.
Model of Communication:
A visual or conceptual representation explaining how communication works.
Media Convergence:
The merging of traditional and digital media into a single interactive platform.
Media Literacy:
The ability to access, analyze, evaluate, and create media messages critically.
Metaphor (Visual):
Using one image to represent another idea symbolically in design or advertising.
Mass Audience:
A large, diverse group of people exposed to the same media content simultaneously.
Media Ethics:
Standards that guide responsible and fair media practices.
Media Ecology:
The study of how media environments shape human perception and society.
Monochrome:
A color scheme based on one hue and its tints or shades.
Montage:
A film technique combining separate shots to create meaning through editing.
N
Narrative Representation:
A visual or verbal story that communicates meaning through sequence, action, or symbolism.
Noise:
Any interference that distorts or interrupts the message during communication.
Non-Verbal Communication:
The exchange of messages without words, through gestures, facial expressions, and visuals.
News Value:
Factors that determine the importance or interest level of a news story (e.g., timeliness, impact, proximity).
Noise Barrier:
Physical or psychological disturbance that disrupts communication flow.
O
Optical Illusion:
A visual effect that tricks the eye into perceiving something differently from reality.
Opinion Leader:
An influential person who interprets media messages and passes them on to others (key concept in the Two-Step Flow theory).
Objectivity:
The practice of presenting information fairly and without personal bias.
Online Media:
Web-based platforms like blogs, websites, and social networks used for communication.
P
Paradigm:
A set of choices or elements that can be substituted within a message (e.g., selecting words or images in design).
Perception:
The process of interpreting sensory information to understand the environment or visuals.
Proportion:
A principle of design dealing with the size relationship among elements within a composition.
Propaganda:
A form of communication aimed at influencing people’s opinions or actions, often emotionally charged.
Public Opinion:
The shared beliefs and attitudes of the public on social or political issues.
Public Relations (PR):
A strategic communication process used by organizations to build a positive public image.
Persuasion:
The process of influencing attitudes, beliefs, or actions through communication.
Photojournalism:
Using photography to tell factual news stories visually.
Pluralism:
Acceptance and coexistence of diverse cultural and social viewpoints in communication.
Q
Quality of Communication:
The degree of clarity, effectiveness, and understanding achieved in message exchange.
R
Repetition:
A design principle that uses recurring elements to create rhythm and consistency.
Receiver:
The person or audience who interprets and responds to the sender’s message.
Rhythm:
A design principle that creates movement and flow through repetition or variation.
Receiver-Oriented Communication:
Designing messages according to the needs, culture, and understanding of the audience.
Representation:
The way media portrays people, events, and ideas, shaping audience perception.
Retouching:
Altering or improving images digitally to enhance visual appeal.
S
Schramm’s Circular Model:
A communication model emphasizing feedback and shared experience between sender and receiver.
Semiotics:
The study of signs and symbols and how they create meaning in communication.
Shape:
A design element formed by lines or boundaries, creating distinct areas in visual space.
Sign:
Any object, word, or image that conveys meaning.
Symbol:
A visual or verbal representation that stands for an idea or concept (e.g., a dove symbolizes peace).
Selective Perception:
Tendency of audiences to interpret messages based on personal beliefs and expectations.
Stereotype:
An oversimplified image or idea about a group or culture, often leading to bias.
Storyboard:
A sequence of drawings or frames outlining the flow of a film or video.
Sustainability in Design:
Creating visual communication that is environmentally responsible and resource-efficient.
T
Technical Level of Communication:
Focuses on the accuracy and clarity of message transmission.
Tone:
The emotional quality or attitude expressed in a message or design.
Two-Step Flow Theory:
A communication theory stating that media messages first reach opinion leaders, who then influence others.
Typography:
The art and technique of arranging typefaces for readability and visual appeal.
Target Audience:
The specific group for whom a message or media product is intended.
Tone of Voice:
The emotional or stylistic quality of written or spoken communication.
Transparency:
Open and honest sharing of information to build trust in communication.
U
Unity:
A principle of design that ensures all visual elements work together to create a cohesive composition.
Understanding:
The process of accurately interpreting a message or symbol in communication.
User Experience (UX):
The overall satisfaction a person feels when interacting with a digital or visual product.
Unidirectional Communication:
A one-way communication process where feedback is limited or absent (e.g., radio broadcast).
V
Value/Tone (Design):
The lightness or darkness of a color, used to create contrast and depth in visuals.
Verbal Communication:
Exchange of messages using spoken or written words.
Visual Communication:
Conveying ideas or messages through visual elements such as images, colors, symbols, and typography.
Visual Thinking:
Using images and mental visuals to understand and solve problems creatively.
Viral Communication:
Rapid spread of messages through social media or digital platforms.
Virtual Reality (VR):
Immersive technology that simulates real or imagined environments for interactive experiences.
Visual Hierarchy:
Organizing design elements so viewers naturally focus on key parts first.
W
White’s Gatekeeper Theory:
A theory explaining how individuals control the flow of information before it reaches the audience.
Written Communication:
The use of written symbols or language to share information, such as letters, reports, or digital text.
Web Design:
The process of planning and creating websites with both visual and functional elements.
Word-of-Mouth Communication:
Sharing of information or opinions through personal conversations rather than media.
X
X
Y
Y
Z
Zoom Composition:
A visual design approach where focus shifts from broader to finer details, guiding viewer attention.
Zoom Lens:
A tool in visual communication allowing change in focal length to emphasize specific details in images.
Aesthetics: The study of beauty, visual appeal, and artistic taste in design and communication. Example: A visually balanced poster creates aesthetic harmony.
Audience:
The group of people who receive, interpret, and respond to messages through communication or media channels.
Audio-Visual Communication:
Communication that combines both sound and visuals, such as films, advertisements, or TV programs.
Active Audience:
A group of media users who actively interpret, question, and respond to messages instead of passively receiving them.
Analog Communication:
Traditional, non-digital form of message transmission (e.g., radio, print).
Attribution:
Giving credit to the source or author of an idea, text, or image.
Agenda Setting Theory:
Proposed by McCombs and Shaw (1972), it explains how media influences what people think about by giving more coverage to certain topics.
Analog Media:
Traditional media such as film, print, and radio that use continuous signals rather than digital codes.
Animation:
A technique of creating the illusion of motion using still images displayed rapidly in sequence.
Art Direction:
The visual style and creative supervision in a media production or advertising project.
Attention Economy:
A concept that views human attention as a scarce resource in the media landscape.
B
Balance:
A principle of design that distributes visual weight evenly within a composition to create stability and order.
Barrier to Communication:
Any obstacle that prevents effective message exchange, such as language differences, noise, or misunderstanding.
Berlo’s SMCR Model:
A communication model by David Berlo that explains four elements — Source, Message, Channel, and Receiver.
Body Language:
A form of non-verbal communication expressed through gestures, posture, and facial expressions.
Brainstorming:
A creative technique for generating many ideas quickly without immediate evaluation.
Broadcast Media:
Mass communication through TV and radio reaches large audiences instantly.
Byline:
A line in a publication giving the name of the author or reporter.
Bandwidth:
The capacity of a communication channel to transmit data or information per second.
Blog:
An online journal or platform used to share personal or professional ideas, opinions, or media content.
Brand Identity:
The visible elements (logo, color, design) that distinguish one brand from another.
Broadcast Journalism:
The field of journalism that delivers news through TV, radio, or digital broadcast media.
Bulleted Layout:
A text or design format using bullet points to organize information clearly.
C
Calligraphy:
The art of beautiful handwriting used for artistic or decorative communication.
Channel:
The medium through which a message is transmitted (e.g., airwaves, print, digital media).
Color Psychology:
The study of how colors influence emotions, thoughts, and behaviors. Example: Red represents energy and passion.
Communication:
The process of sharing information, ideas, and meaning between individuals or groups.
Connotation:
The implied or emotional meaning of a sign or word beyond its literal definition.
Creativity:
The ability to generate new, original, and meaningful ideas in visual or verbal communication.
Culture:
A set of shared beliefs, values, and practices that influence how people communicate and interpret messages.
Cross-Cultural Communication:
Interaction between individuals from different cultures requires sensitivity to language and cultural norms.
Channel Noise:
Any disturbance or interference that disrupts message clarity within a medium.
Cinematography:
The art and technique of motion-picture photography that enhances visual storytelling.
Clarity:
The quality of being clear and easily understood in communication.
Coding:
Transforming thoughts into symbolic forms (words, gestures, or visuals).
Commercial Communication:
Messages created for marketing, advertising, or branding purposes.
Camera Angle:
The position from which a camera views the subject affects meaning and emotion in visuals.
Cartoon:
A simplified illustration that conveys humor, commentary, or criticism visually.
Censorship:
The suppression or restriction of communication that may be offensive, harmful, or politically sensitive.
Chronemics:
The study of time in communication, such as punctuality and pace in interaction.
Cognitive Dissonance:
A psychological theory explaining discomfort caused when beliefs and behaviors conflict, often used in persuasive communication.
D
Dance’s Helical Model:
A communication model that shows communication as a continuous and evolving process, like a helix spiral.
Denotation:
The literal or dictionary meaning of a sign or word. Example: “Rose” means a flower (denotation), but symbolizes love (connotation).
Design:
A creative and planned process that arranges visual elements to communicate ideas effectively.
Dominance:
A design principle that gives importance to one element over others to attract attention.
Decoding:
The process by which the receiver interprets and understands the sender’s message.
Digital Communication:
Message transmission using digital technology like email, social media, or online platforms.
Documentary:
A non-fiction visual communication form used to inform or educate through real-life storytelling.
Diversity:
In communication, it refers to acknowledging different cultural, linguistic, and social backgrounds.
Data Visualization:
The graphical representation of information to simplify complex data sets.
Design Thinking:
A creative problem-solving approach focusing on empathy, experimentation, and innovation.
Diffusion of Innovations:
A theory explaining how new ideas or technologies spread through societies (Everett Rogers, 1962).
Document Design:
The layout and structure of printed or digital documents for readability and impact.
Dynamic Composition:
A visual design technique that uses movement and variation to create visual interest.
E
Emphasis:
A design principle used to highlight the most important part of a visual composition.
Encoding:
The process of converting ideas into symbols, words, or images for communication.
Eye Movement:
The path a viewer’s eyes follow when looking at a visual composition, guided by design structure.
Editing:
The process of selecting and arranging visual or textual content to improve clarity and impact.
Emotional Appeal:
A communication technique that targets audience feelings to influence attitudes or behavior.
Ethics in Communication:
Moral principles guiding truthfulness, respect, and responsibility in message creation.
Emoji:
A small digital icon used to express emotions or ideas in electronic communication.
Empathy in Design:
Understanding users’ feelings and experiences to create meaningful visual or media products.
Encoding/Decoding Model:
Proposed by Stuart Hall, it describes how audiences interpret messages differently based on cultural context.
Ethnography:
A research method involving observation and participation to study communication in cultural contexts.
Eye-Line Match:
A film editing technique that connects what a character sees with the next shot to maintain viewer engagement.
F
Feedback:
The receiver’s response that indicates how the message was understood, completing the communication loop.
Form and Space:
Design elements referring to the shape (form) and the area around or within objects (space) in a composition.
Function of Mass Media:
The main roles of media — to inform, educate, entertain, and persuade the audience.
Field of Experience:
The personal background, culture, and knowledge that affect message understanding between sender and receiver.
Focus Group:
A small group of people discussing a topic to provide qualitative insights for media or marketing research.
Framing:
The way media shapes how audiences interpret issues or events through selective emphasis.
Film Editing:
The process of selecting and combining shots to form a cohesive narrative.
Filter Bubble:
A situation where algorithms limit the information a user receives online, reinforcing existing beliefs.
Flow Theory:
A psychological state of deep focus and enjoyment during creative or communicative activity.
Focal Point:
The area in a visual composition that immediately draws the viewer’s attention.
Framing Device:
A narrative or visual structure that encloses or introduces another story within it.
G
Gatekeeping Theory:
Proposed by David White, it explains how information passes through “gatekeepers” like editors who decide what content reaches the audience.
Global Media:
Media content that crosses national borders, representing multicultural values and ideas.
Group Communication:
Exchange of ideas among a small number of people working toward a common goal.
Graphic Design:
The art of combining text, images, and layout to convey visual messages effectively.
Gestalt Principles:
Psychological principles explaining how people perceive visual patterns as unified wholes.
Globalization:
The process through which media, culture, and information flow across countries and influence each other.
Gender Representation:
How media portrays gender roles, identities, and stereotypes.
Gestural Communication:
The use of hand or body movements to convey meaning non-verbally.
Graphic Novel:
A long-form comic or illustrated narrative that combines text and visuals.
Gratification:
The satisfaction audiences gain from consuming certain media (central to Uses and Gratifications theory).
Group Dynamics:
The study of behavioral and psychological processes in group communication.
H
Harmony:
A design principle where all elements work together to create a pleasing and unified visual effect.
Helical Model:
See Dance’s Helical Model — communication that grows and changes over time.
Hue:
A pure color in the spectrum (e.g., red, blue, yellow) that defines its position on the color wheel.
Hypodermic Needle Theory:
A media theory suggesting that audiences passively receive and accept messages directly from media without questioning.
Hierarchy (Design):
Organizing elements by importance to guide viewers’ attention effectively.
Homophily:
Similarity in beliefs, culture, or background that promotes easier communication between people.
Headlines:
Bold or large text used in media to attract readers’ attention to the main story.
Human-Computer Interaction (HCI):
The study of how people interact with digital systems and interfaces.
Hybrid Media:
Media that blends elements of traditional and digital communication formats.
Hypertext:
Digital text containing links that allow readers to navigate between related content.
Hypothesis:
A testable statement predicting the relationship between communication variables.
I
Illustration:
A visual representation (drawing, sketch, or digital image) that supports or enhances a message.
Intrapersonal Communication:
Communication that occurs within an individual’s mind, such as self-talk or reflection.
Interpersonal Communication:
Direct communication between two or more people through verbal and non-verbal methods.
Interpretation:
The process of understanding or assigning meaning to a message or symbol.
Icon:
A visual sign that resembles its object, like a photo or symbol.
Ideology:
A set of shared beliefs that shape how individuals interpret media or communication.
Infographics:
Visual representations of data or information that simplify complex ideas.
Interactivity:
The degree to which users can influence and participate in media experiences.
Image Manipulation:
Digital alteration of images for correction, creativity, or persuasion.
Impression Management:
The process of controlling how others perceive us during communication.
Information Design:
The organization and visual presentation of information for effective understanding.
Interactive Media:
Digital platforms that allow user participation and feedback (e.g., websites, games).
Interpretive Framework:
A set of assumptions and methods used to analyze communication and meaning.
J
Journalism:
The act of collecting, writing, and presenting news or factual information to the public through media channels.
Juxtaposition:
Placing two contrasting visual or verbal elements together to highlight differences or create meaning.
Jargon:
Specialized language used by professionals that may be difficult for outsiders to understand.
Journalistic Ethics:
Principles guiding fairness, truth, and accountability in reporting.
K
Knowledge Sharing:
The exchange of ideas, skills, and experiences between communicators to improve understanding.Kinesics:
The study of body movements, gestures, and facial expressions in communication.Knowledge Gap:
A theory suggesting that information is not equally distributed—educated audiences gain more from media exposure.Kinetic Typography:
Animated movement of text used in videos or advertisements for visual impact.Knowledge Sharing Platforms:
Digital spaces (like forums or collaborative tools) where users exchange information.
L
Lasswell’s Model:
A linear communication model that answers: “Who says what, in which channel, to whom, and with what effect?”
Line:
A basic visual element that defines shape, direction, and movement in design.
Listening:
An active process of receiving and interpreting spoken messages effectively.
Layout:
The visual arrangement of elements such as text and images in a design.
Lighting:
Use of light to enhance meaning, emotion, and focus in visual communication.
Logo:
A symbol or design representing an organization’s identity.
Lateral Thinking:
A problem-solving method that involves creative, non-linear approaches.
Lighting Design:
The controlled use of light to enhance visual storytelling and atmosphere.
M
Mass Communication:
Communication that reaches large audiences through media such as TV, newspapers, or the internet.
Meaning:
The message or idea understood by the receiver in the communication process.
Message:
The information, idea, or emotion that the sender wants to convey to the receiver.
Model of Communication:
A visual or conceptual representation explaining how communication works.
Media Convergence:
The merging of traditional and digital media into a single interactive platform.
Media Literacy:
The ability to access, analyze, evaluate, and create media messages critically.
Metaphor (Visual):
Using one image to represent another idea symbolically in design or advertising.
Mass Audience:
A large, diverse group of people exposed to the same media content simultaneously.
Media Ethics:
Standards that guide responsible and fair media practices.
Media Ecology:
The study of how media environments shape human perception and society.
Monochrome:
A color scheme based on one hue and its tints or shades.
Montage:
A film technique combining separate shots to create meaning through editing.
N
Narrative Representation:
A visual or verbal story that communicates meaning through sequence, action, or symbolism.
Noise:
Any interference that distorts or interrupts the message during communication.
Non-Verbal Communication:
The exchange of messages without words, through gestures, facial expressions, and visuals.
News Value:
Factors that determine the importance or interest level of a news story (e.g., timeliness, impact, proximity).
Noise Barrier:
Physical or psychological disturbance that disrupts communication flow.
O
Optical Illusion:
A visual effect that tricks the eye into perceiving something differently from reality.
Opinion Leader:
An influential person who interprets media messages and passes them on to others (key concept in the Two-Step Flow theory).
Objectivity:
The practice of presenting information fairly and without personal bias.
Online Media:
Web-based platforms like blogs, websites, and social networks used for communication.
P
Paradigm:
A set of choices or elements that can be substituted within a message (e.g., selecting words or images in design).
Perception:
The process of interpreting sensory information to understand the environment or visuals.
Proportion:
A principle of design dealing with the size relationship among elements within a composition.
Propaganda:
A form of communication aimed at influencing people’s opinions or actions, often emotionally charged.
Public Opinion:
The shared beliefs and attitudes of the public on social or political issues.
Public Relations (PR):
A strategic communication process used by organizations to build a positive public image.
Persuasion:
The process of influencing attitudes, beliefs, or actions through communication.
Photojournalism:
Using photography to tell factual news stories visually.
Pluralism:
Acceptance and coexistence of diverse cultural and social viewpoints in communication.
Q
Quality of Communication:The degree of clarity, effectiveness, and understanding achieved in message exchange.
R
Repetition:
A design principle that uses recurring elements to create rhythm and consistency.
Receiver:
The person or audience who interprets and responds to the sender’s message.
Rhythm:
A design principle that creates movement and flow through repetition or variation.
Receiver-Oriented Communication:
Designing messages according to the needs, culture, and understanding of the audience.
Representation:
The way media portrays people, events, and ideas, shaping audience perception.
Retouching:
Altering or improving images digitally to enhance visual appeal.
S
Schramm’s Circular Model:
A communication model emphasizing feedback and shared experience between sender and receiver.
Semiotics:
The study of signs and symbols and how they create meaning in communication.
Shape:
A design element formed by lines or boundaries, creating distinct areas in visual space.
Sign:
Any object, word, or image that conveys meaning.
Symbol:
A visual or verbal representation that stands for an idea or concept (e.g., a dove symbolizes peace).
Selective Perception:
Tendency of audiences to interpret messages based on personal beliefs and expectations.
Stereotype:
An oversimplified image or idea about a group or culture, often leading to bias.
Storyboard:
A sequence of drawings or frames outlining the flow of a film or video.
Sustainability in Design:
Creating visual communication that is environmentally responsible and resource-efficient.
T
Technical Level of Communication:
Focuses on the accuracy and clarity of message transmission.
Tone:
The emotional quality or attitude expressed in a message or design.
Two-Step Flow Theory:
A communication theory stating that media messages first reach opinion leaders, who then influence others.
Typography:
The art and technique of arranging typefaces for readability and visual appeal.
Target Audience:
The specific group for whom a message or media product is intended.
Tone of Voice:
The emotional or stylistic quality of written or spoken communication.
Transparency:
Open and honest sharing of information to build trust in communication.
U
Unity:
A principle of design that ensures all visual elements work together to create a cohesive composition.
Understanding:
The process of accurately interpreting a message or symbol in communication.
User Experience (UX):
The overall satisfaction a person feels when interacting with a digital or visual product.
Unidirectional Communication:
A one-way communication process where feedback is limited or absent (e.g., radio broadcast).
V
Value/Tone (Design):
The lightness or darkness of a color, used to create contrast and depth in visuals.
Verbal Communication:
Exchange of messages using spoken or written words.
Visual Communication:
Conveying ideas or messages through visual elements such as images, colors, symbols, and typography.
Visual Thinking:
Using images and mental visuals to understand and solve problems creatively.
Viral Communication:
Rapid spread of messages through social media or digital platforms.
Virtual Reality (VR):
Immersive technology that simulates real or imagined environments for interactive experiences.
Visual Hierarchy:
Organizing design elements so viewers naturally focus on key parts first.
W
White’s Gatekeeper Theory:
A theory explaining how individuals control the flow of information before it reaches the audience.
Written Communication:
The use of written symbols or language to share information, such as letters, reports, or digital text.
Web Design:
The process of planning and creating websites with both visual and functional elements.
Word-of-Mouth Communication:
Sharing of information or opinions through personal conversations rather than media.
X
XY
YZ
Zoom Composition:
A visual design approach where focus shifts from broader to finer details, guiding viewer attention.
Zoom Lens:
A tool in visual communication allowing change in focal length to emphasize specific details in images.
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