This paper suggests specific experimental designs, criteria measures, and testing procedures for the empirical study of various field forces operative in the structure of the television picture. The purpose of the paper is twofold: first, to illustrate, through selected videotapes, the various field forces and, second, to provide specific…

The process and effects of visual communication are examined in this paper. The first section, "Visual Literacy," discusses the need for a visual literacy involving an understanding of the instruments, materials, and techniques of visual communication media; it then presents and discusses a model illustrating factors involved in the…

This paper examines the various theories of motion relating to visual communication media, discusses the syntactic rules of moving images derived from those of still pictures, and underlines the motions employed in the construction of moving images, primarily television pictures. The following theories of motion and moving images are presented:…