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Visual Rhetoric and Professional Writing

As a graduate student in professional writing, my research interests reflect the realm of professional and technical writing as it applies both to academia and business. Research exists to both ends, but there is a very distinct gap between the two fields. For example, there exists much research about uses of PowerPoint as a presentation software. Because it merges information (text) with visuals, within a public realm, it invites analysis of its effectiveness of a presentation software. Dale Cyphert in his article “The Problem of PowerPoint: Visual Aid or Visual Rhetoric?” discusses the widespread use of PowerPoint, claiming that while the software holds promise for attractive, exciting, dynamic presentations, PowerPoint slides often take on a life of their own, much to the detriment of the overall presentation (80). Cyphert incorporates PowerPoint into his classroom lessons about using PowerPoint effectively, and he questions how the nature of presentations would differ with different presentation software. 

I’m interested in ways that the fields might share knowledge, or contribute to the other’s knowledge, specifically, I am curious about divergences in visual design principles between academia and business. What conventions exist between the two, and why? What can each learn from the other? What are the (desired) effects of different uses of visuals? What are the different perceptions of it? Functions of it? With interests in both fields, knowledge of what unifies and distinguishes each would prove helpful.

Additionally, as a student in this field, I am concerned by the lack of communication between academics and industry professionals. In an area where both fields have so much to gain, why is there so little sharing of such crucial knowledge? To this end, I want to conduct research into the areas of overlap between academia and business. What commonalities exist between the two? What visual design conventions are standard for each? And, on the other hand, in what areas are the two fields radically divergent? In what places is the role of visuals different? What are particular strengths of one that the other may be able to glean? 

The following bibliography represents a partial but preliminary research sources.

Alley, Michael, et al. “How the Design of Headlines in Presentation Slides Affects Audience Retention.” Technical Communication 53.2 (May 2006): 225-234.

Cyphert, Dale. “The Problem of PowerPoint: Visual Aid or Visual Rhetoric?” Business Communication Quarterly 67.1 (March 2004): 80-84.

Graphics and Web Design Based on Edward Tufte’s Principles. 17 February 2005. UW Computing & Communications. 3 February 2007. .

Heck, Jenice Daigle. “Corporate America and Web Access for the Blind: Are Public Relations Practitioners Overlooking a Viable New Public?” Journal of Website Promotion 1.2 (2005): 3-33.

Hofmann, Patrick. “The Successes and Challenges of Visual Language.” Intercom 51.6 (June 2004): 16-18.

International Visual Literacy Association. Ed. Sandra Moriarty and Keith Kenney. Arizona University State Libraries, Joel and Irene Benedict Visual Literacy Collection. 3 February 2007. Moved to .

Kostelnick, Charles. “From pen to print: The new visual landscape of Professional Communication“ Journal of Business and Technical Communication 8.1 (Jan., 1994): 91-117.

Minneapolis College of Art and Design. “The Sound and Color of Motion.” Loop: Journal of Interactive Design and Education. August 16, 2005. 3 February 2007. .

Resources. 3 February 2007. Michigan Technological University. http://www.hu.mtu.edu/~awysocki/vizresources.html.

Tebeaux, Elizabeth. “Writing in Academe; Writing at Work: Using Visual Rhetoric to Bridge the Gap.” Journal of Teaching Writing.” 7.2 (Fall-Winter 1998): 215-236.

Typographic. 3 February 2007. .

White, Jan V. “Color: The Newest Tool for Technical Communicators.” Technical Communication 50.4 (November 2003): 485-491.

Submitted by Morgan S. on Thu, 2007-02-08 11:02.
Morgan S.'s blog

Business/Academia: The Twain Shall Meet
David Blakesley's picture
Submitted by David Blakesley on Sun, 2007-02-25 16:40.

These are very interesting questions!

"What visual design conventions are standard for each? And, on the other hand, in what areas are the two fields radically divergent? In what places is the role of visuals different? What are particular strengths of one that the other may be able to glean?"

You've zoomed in on some key sources (like Bus Comm Qtly) that help explain the gaps, though they are probably a bit more representative of the academic perspective. To get the business angle, you might need to look at some more popular sources on PowerPoint design, ones written explicitly for business and that seem to be influential (as bestsellers, even). Tufte is one person who seems to cross the divide. His works are perhaps more theoretical than you'd find in the pop books arena.

See if you can find what David Byrne has done (and written) about this phenomenon. Also, it's interesting to note that Al Gore's presentations, the ones now bringing him so much notoriety, were done with Keynote (the Apple version that is much better than PowerPoint). It might be worthwhile and interesting to look at how An Inconvenient Truth works with presentation to express its visual rhetoric. Most people find such presentations really boring, but they seem to have loved Gore's. I have the film on DVD if want to take a look.