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VISUAL CONTENT OF MODERN PR TEXT
Bakhitova Jasmina Armanovna
student of Karakalpak State University
https://doi.org/10.5281/zenodo.15449899
Abstract.
Factors of technological progress influence the transformation of
a PR text, making its visual component of great importance. In this article, the
author examines the concepts of "visual communication" and "visual content,"
describes the tool and means of creating visual content for a PR text, proposes a
classification of visual PR texts, and outlines a schematic representation of a
visual PR text layout.
Keywords:
visual communication, visual content, visual PR-text.
Public communications and, in particular, PR-communications in the last
decade are experiencing the enormous influence of new technologies and cannot
lag behind them in their development, as human nature - his ability to perceive
information and process it - is also changing.
The increase in the number of information channels and the overload of
information are changing the behavior patterns of modern consumers. If
previously the source of information was the subject PR, the brand, or the media,
now this function is successfully performed by the consumer themselves, the
communication channel is the internet, and the recipient is again the consumer.
Most important a feature of the modern technological and communication
revolution is the fact that the one-way communication between sender and
receiver is gradually being replaced by interactive communication, which
provides new opportunities for participating in information exchange. Since the
goal of public relations is "the formation of an effective system of
communication between a social subject and its public, ensuring optimization
social interactions with significant segments of the environment", it is logical to
assume that traditional forms of textual communication, i.e., written ones, must
have undergone significant changes over the past 10 years.
As a result of such changes, the classical written PRtext, whose entire genre
and typical diversity was described in 2002 in Professor A.D. Krivonosov's
dissertation, is transformed into a new object that synthesizes various types of
information. Today, PR-texts with established structure, genre system, and
linguistic appearance are beginning to transform into a new, yet unexplored
phenomenon - visual and interactive PR-text - under the influence of
technological advancements.
One of the main forms of PR-activity is the preparation of effective text
materials for the target audience and the media. Due to the above-described
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changes in the information environment, it is necessary to study the nature of
the emergence of new PR-texts and the system of visual components that form
such texts, which is the subject of this work. In this article, we will examine the
various components of the new PR-text, describing them from the perspective of
functional features and we will try to systematize them based on our research.
Visual communication and visual content
Many researchers of communication theory have paid special attention to
the message transmission channel, as the effect largely depends on the channel.
For example, the renowned Canadian communication theorist Marshall
McLuhan argued that the transmission channel predetermines the message
itself2, and for us, this statement is fundamental, as we are dealing with a visual
communication channel.
Pavel Rodkin, a lecturer at the Higher School of Economics, characterizes
visual communication as a process of "communication (information transfer)
through visual language (images, signs, images, typography, infographics), on
the one hand, and visual perception (visual organs, perception psychology) −
from the other". Taking into account Arthur Berger's assertion that the purpose
of any visual communication is to create an image, and that the image is the
main acting agent of influencing the consciousness of the target audience, as E.L.
Dotsenko writes in his article "Manipulative Technologies," we can assert that
visual communication in public relations serves as "a tool for perceptively
oriented manipulative influence on the audience". Working with a visual
communication channel involves visualizing information that will then be
distributed in print or electronic form. Any information operated by a PR-
specialist when working with the target audience can be applied to the law of
effective informing formulated by Professor I.P. Yakovlev:
• the information must be correctly encoded;
• The communication channel must correspond to the transmitted
information;
• "noise" must be minimized;
• requires feedbac.
If information is transmitted through a visual channel, then to ensure
effective informing PR, the specialist has to use a wide range of techniques from
various disciplines:
• fine arts (graphics, drawings, illustrations);
• photographs (including collage art);
• film art;
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• modern printing;
• design, including web design;
• modern technologies (including digital photography, holography, video
art, liquid crystals);
• modern computer technologies (special programs).
Let's define what "content" is. The word is a calque from the English
"content<3"7, in Russian it means "content," "filling"; most often, this concept is
used in the context of Internet communications, denoting the filling of the site
with information of various types. In our case, the content of the PR-text
represents all the information that PR-specialists deemed necessary to convey to
the target audience. In this work, we are considering only the visual
communication channel, therefore, we consider it fair to state that the
information visualized by the PR-specialist, intended for further dissemination
through visual communication tools, is Visual content PR-text.
Literature:
1.
Шишкина М.А. Паблик рилейшнз в системе социального управления.
СПб, 1999. С. 67.
2.
McLuhan M. Understanding Media: the extentions of man. Massachusetts,
1994. P. 7.
3.
Родькин
П.
Визуальная
коммуникация
//
http://www.prdesign.ru/text/2010/visualcommunications.html
4.
Бергер А.А. Видеть – значит верить. Введение в зрительную
коммуникацию. М., 2005. С. 69.
