Review article
https://doi.org/10.31192/np.19.1.13
From Visual Culture to Visual Literacy – Visuality in the Media and Ethical Responsibility of Media Audiences in the Digital Age
Leali Osmančević
orcid.org/0000-0002-2377-2332
; Catholic University of Croatia, Department of Communicology, Zagreb, Croatia
Abstract
Visuality is one of the main features of sending a message from the sender to the recipients of information and visual content in the digital age. Therefore, the visual media narrative itself is a current topic in the digital age, due to its speed, human affection for the visual content and overall perception of social reality based on visuality. Following the above, the question arises, the role and importance of ethics in the visual transmission of information, as well as the development of visual literacy of media audiences. Due to different interests, media audiences, with the aim of a more responsible approach to understanding visual media content, are encouraged to develop the ability of visual literacy, with related media information literacy (MIL). The paper will explain the basic concepts of visual culture, visual media and visual framing, as well as the role of media audiences in understanding and distinguishing the media presentation of social reality from media constructed realities. The importance of integrating ethics in the process of transmitting and receiving visual media content, which, with the help of various components, contribute to the strengthening of responsibility and the progress of society, will also be questioned.
Keywords
ethics; media audiences; visual culture; visual literacy; visual narrative
Hrčak ID:
253821
URI
Publication date:
15.3.2021.
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