Visual Languages Power on our Perception
Posted by African Press International on August 15, 2007
By: Stewart A. Mafeni, Malawi National Examinations Board.
The phrase visual language refers to the idea that communication occurs through visual symbols, as opposed to verbal symbols, or words.
Words are also symbols, of course. They are not the thing itself, although traditional religious ideas have often centered around the idea that the word and the thing are the same.
It is for this reason that, for example, in more than one religion it is forbidden to speak or write the name of God, and in most faiths great reverence is given to the written scripture.
Also, words can take on symbolic meanings that may go beyond the literal definition.
The word black, for example, became a highly charged symbol of political and social realities for African Americans in the 1960′s.
The meaning and use of this term has shifted somewhat since that time, though it continues to carry meanings that might not be apparent to someone just learning English.
There are also nonverbal symbols that we respond to as messages, though often without realizing exactly what it is that has caused us to reach a certain conclusion.
These symbols are often visual, though they can be auditory or even tactile. The power of music as a non-verbal, auditory language is very apparent. Nonverbal symbols reach us via the eyes.
Those who understand nonverbal, especially visual language can and do manipulate our attitudes to suit their purposes. Yet often we respond to visual messages unconsciously, preferring to believe that our opinions are formed by our own good judgement and personal taste.
Therefore we may fail to recognize that visual signals may affect our opinions about policy issues and social values, or even our preferences in cars, music, or fashions.
For example, the body language, dress, and expressions of a politician in this television age often seem to be as crucial to the success of a party’s program as the policies and ideas he holds.
The wrong nonverbal signals, and we simply do not trust that person on the screen, whatever his ideals and character may really be.
On the other hand, effective use of visual signals can make us overlook a great deal in a politician’s background.
There have been many examples of both situations in the past years, since television has become such a powerful presence in Malawian
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