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Formative Research Design Method

Authored by: Sandra Moriarty , Lisa Rohe

Handbook of Visual Communication

Print publication date:  November  2004
Online publication date:  December  2004

Print ISBN: 9780805841787
eBook ISBN: 9781410611581
Adobe ISBN: 9781135636531


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A representation is something, usually an image (picture, photograph, drawing, diagram, etc.), that stands for, denotes, or symbolizes something else. The previous chapter by Keith Kenney described a number of different theories of how representation works. One factor that was mentioned in that chapter is the social or cultural aspect of representation. Kenney observes that the conventional theory of representation identifies a viewer’s way of seeing as being under the control of the conventions imposed by culture. That is the focus of this chapter and the methodology it describes.

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