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A semiotic phenomenology of visual rhetoric: Communication and perception of attributes of cultural sustainability in the visual environment of public housing.

机译:视觉修辞学的符号学现象学:公共住房视觉环境中文化可持续性属性的传播和感知。

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摘要

The challenge of communicating ideas of cultural sustainability by visual means is recognized in the design community but rarely studied, in part for the lack of theoretical and methodological strategies to cope with the complexities of visual-human interaction. In this dissertation, an integrated theoretical model of visual communication, referred to as the RSP framework, comprising rhetoric, semiotics, and phenomenology, is constructed. Its assumptions provide theoretical foundations for an inquiry into residents' experiences engaging in the visual phenomenon of "new signage" and "estate art" in Hong Kong public housing estates. The focus of study concerns how and to what extent the design, meanings, and experiences of the phenomenon evoke a sense of cultural sustainability in residents.;A mixed-method "concurrent nested qual+QUAL" research strategy was developed to approach the research problem. The theory-driven methodology embeds semiotics within the dominant strategy of phenomenology. I began with a reflective process of "bracketing," providing a descriptive account of the researcher's experience of the phenomenon. Qualitative interviews were conducted in four estates with 26 participant residents including elderly people, workers, housewives, and students. Standardized open-ended questions elicited participants' readings of designs within the social context. They were "nested" within in-depth conversational questions which generated participants' full descriptions, first-person accounts of visual experiences as interpreted within amore private individual context.;Bracketing identified that a rhetorical situation exists in the semiotic neighborhoods of study estates wherein relocated, resettled residents appear to have "a sense of disorientation" as well as "aspiration to prosper." These sensibilities are addressed through the provision of residential name signs and public art. The nine vignettes extracted from the data are reconstructed descriptions of specific participants' profiles and their unique visual experiences. The socio-semiotic analysis of the design of visual objects entailed seven cultural codes of visuals, including, for example, "innovative hi-tech" and "poetic nostalgia." The codes represent cultural values underpinning the community. Phenomenological reduction of residents' descriptive data resulted in seven phenomenological themes, such as "envisioning progress and prosperity" and "encouraging cultural learning." Together the themes constitute a structure of shared experience, indicating the perceived attributes of cultural sustainability. Further, reflections on the data uncovered five interpretive positions underlying participants' experiences, such as "preparation" and "appreciation." Themes and experiential conditions are the essences of experience without which the perception of cultural sustainability could not have emerged.;A synthesis of findings suggests that the phenomenon is a visual rhetoric seeking the persuasion of values significant to residents through encoded meanings transmitted through design. The communication and perception of attributes that contribute to cultural sustainability of residential community involved residents decoding the meanings of visuals, which evoke thoughts and feelings about the vitality of the community and continuity of Chinese culture. Perceiving cultural sustainability requires residents' thinking, remembering and judging the meanings of one's experience to the self. It is a result of "visuality" - interrelationships among the persuasive power of design messages, signification of visual objects, and viewing experience of people - conditioned by the interpretive positions taken by residents within their social context. The inquiry shows that the communication process can be understood through approaches of rhetoric, semiotics, and phenomenology.;As a result, this dissertation bridges the fields of visual communication and sustainability. It unveils their enhanced social values when these fields are integrated, strengthens their knowledge base especially by its theoretical and methodological implications; and in particular, it pushes forward the new field of study referred to as cultural sustainability.
机译:通过视觉手段传达文化可持续性理念的挑战在设计界已得到认可,但很少研究,部分原因是缺乏解决视觉与人互动复杂性的理论和方法策略。本文构建了一个包含了修辞学,符号学和现象学的视觉交流综合理论模型,称为RSP框架。它的假设为调查居民在香港公共屋村从事“新标牌”和“房地产艺术”视觉现象的经验提供了理论基础。研究的重点是该现象的设计,含义和经验如何以及在多大程度上唤起了居民的文化可持续性意识。;提出了一种混合方法“并发嵌套qual + QUAL”研究策略来解决研究问题。 。由理论驱动的方法将符号学嵌入现象学的主导策略中。我从反思的“包围”过程开始,提供了对研究者对该现象的经验的描述性描述。在四个不动产中进行了定性访谈,有26位居民参加,其中包括老人,工人,家庭主妇和学生。标准化的开放式问题引发了参与者对社交环境中的设计的理解。他们被“嵌套”在深入的对话问题中,这些问题产生了参与者的完整描述,在更私人的个人环境中解释的视觉体验的第一人称视角。; ra窃表明,在搬迁的研究区的符号学社区中存在一种修辞情境。 ,重新定居的居民似乎具有“迷失方向感”以及“追求繁荣”。这些敏感性通过提供住宅名称标志和公共艺术品来解决。从数据中提取的九个小插图是对特定参与者的个人资料及其独特视觉体验的重构描述。对视觉对象设计的社会符号学分析涉及七个视觉文化符号,例如“创新的高科技”和“诗意的怀旧”。这些规范代表了支撑社区的文化价值观。居民描述性数据的现象学减少导致了七个现象学主题,例如“预见进步与繁荣”和“鼓励文化学习”。主题共同构成了共享经验的结构,表明了文化可持续性的感知属性。此外,对数据的反思揭示了参与者体验背后的五个解释性立场,例如“准备”和“欣赏”。主题和体验条件是体验的本质,没有它们,就不可能出现文化可持续性的认识。研究结果的综合表明,这种现象是一种视觉修辞,它通过设计传达的编码含义,寻求对居民具有重要意义的价值的说服力。对有助于居民社区文化可持续发展的属性的交流和理解涉及居民解码视觉效果的含义,这唤起了人们对社区活力和中国文化连续性的想法和感觉。感知文化的可持续性需要居民的思考,记忆和判断自己的经历对自己的意义。这是“视觉”的结果-设计信息的说服力,视觉对象的含义以及人们的观看体验之间的相互关系-由居民在其社会环境中所采取的解释性立场决定。调查表明,可以通过修辞学,符号学和现象学等方法来理解交流过程。因此,本论文在视觉交流和可持续性领域之间架起了桥梁。当这些领域融为一体时,它揭示了它们增强的社会价值,尤其是通过其理论和方法学意义增强了它们的知识基础;特别是它推动了被称为文化可持续性的新研究领域。

著录项

  • 作者

    Ma, Magdy.;

  • 作者单位

    North Carolina State University.;

  • 授予单位 North Carolina State University.;
  • 学科 Design and Decorative Arts.;Mass Communications.;Language Rhetoric and Composition.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 270 p.
  • 总页数 270
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 TU;H0;G206;
  • 关键词

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