Definition of visual literacy/image stereotyping
Why I care about it
Why you should care about it
Illustrations/examples

Our present meaning of the word stereotype comes from an old French printing term. At some point, typesetters learned that to save time, they could make a metal cast of an entire plate of movable type and use it over and over again. In other words, they could make thousands of impressions from one mold. It’s not hard to see how well this word describes what we all tend to do: apply a simplified set of characteristics or behaviors to many people, based on the actions of a few.

Using words and voices, it’s simple to toe that line. We know which words are taboo, and which are politically correct. Most of us would have no trouble writing a paragraph on almost any subject, and successfully avoid using generalizations, at least negative ones. With images, it’s not that easy.

Images convey meaning by operating on a premise (a statement assumed or taken for granted). You, as the viewer of the image, and recipient of the message, have to participate in the exchange by believing that premise. With so many images cluttering our media-saturated world, we need to be extra careful of what we believe and therefore accept: the messages pictures carry are often messages we would not tolerate in words.
Visual Literacy is…
According to Merriam-Webster Online-
visual literacy
function: noun
date:1971
the ability to recognize and understand ideas conveyed through visible actions or images (as pictures)
According to Anthony Pennings, Ph.D.-
“Visual literacy is an emerging area of study which deals with what can be seen and how we interpret what is seen. It is approached from a range of disciplines that: 1) study the physical processes involved in visual perception; 2) use of technology to represent visual imagery, and; 3) develop intellectual strategies used to interpret and understand what is seen. The swastika, for example, is a symbol made of a series of lines which resemble the convergence of 4 “Ls”. This explanation reflects the denotative level. The swastika is also a symbol that represents the terror of Nazi Germany’s Third Reich. This explanation operates at what is called the connotative level. The basic premise… is that one needs to learn how to see. While almost all of us are blessed with the ability to receive light in our eyes which our brains can distinguish, the ability to make sense of the world is largely a process we learn from our cultural environment.” According to the International Visual Literacy Association-
“Visual literacy as defined by the International Visual Literacy Association is “a group of vision competencies a human being can develop by seeing and at the same time having and integrating other sensory experiences. The development of these competencies is fundamental to normal human learning. When developed, they enable a visually literate person to discriminate and interpret the visual actions, objects, and/or symbols, natural or man-made, that are [encountered] in [the] environment. Through the creative use of these competencies, [we are] able to communicate with others. Through the appreciative use of these competencies, [we are] able to comprehend and enjoy the masterworks of visual communications” (Fransecky & Debes, 1972, p. 7).”
Image stereotyping according to Paul Martin Lester:
Excerpt from Contemporary Ethical Issues: Journalism
Elliot D. Cohen and Deni Elliott, editors
ABC-CLIO, Santa Barbara, California 1997
“The list is endless and always injurious: African Americans play sports. Latinos are gang members. Native Americans are alcoholics. Wheelchair-bound individuals are helpless. Gays are effeminate. Lesbians wear their hair short. Older adults need constant care. Anglos are either racist or are rednecks. Homeless people are drug addicts. These and other stereotypes are perpetuated by visual messages presented in print, television, motion pictures, or computers-the media.” (more)
Why I care…
The reason I care to share information about visual literacy and image stereotyping is that I want to put images into the world that smack of individuality and truth. I want to try, in a small way, to offset all of the many images that don’t. Visual media is insidious and powerful- I’d like to be one of those using that power to promote understanding.

Why you should care… Try for yourself this task one of my professors assigned in college: live an entire day avoiding all media. No radio, TV, newspapers, magazines, books. Not so bad. Then cut out billboards, bumper stickers, clothes with brand names on them, promotional keychains, coffee cups, mouse pads, pens. Then, don’t read your mail, email, or look at the brand name emblazoned on your watch. If you are a student, don’t watch Channel One or learn math using your curriculum booklet provided by Nike. Most of us encounter the media every single day. Should we reject it or hide from it? I don’t think we should. And I don’t think we could, even if we tried. But we should learn to critically understand it– all of it– words AND images. Then, we can choose to reject or accept the message, and therefore hold the image makers accountable for the messages they assume we’ll swallow. It sounds silly if you analyze what some images tell you. A recent print ad showed a glamorously dressed couple on a beach with a private jet in the background. An ad for clothing? The sunglasses they were wearing? Vacation airfare? No. Perfume. Translation: If you buy/wear this $50 bottle of perfume, you may find yourself with the means to wear designer evening wear on an isolated beach, and grind the fabric into dirty wet sand without a care.
Others say: If I eat a certain kind of cereal, I can be thin.
If I wear these jeans, I will find love.
If I wear these khakis, the world will see the real me.
If I drive this car, I can escape all my problems.
If I smoke this cigarette, that girl playing pool will love me.
If I wear this tiny shirt, that guy playing pool will love me.

Individually, these ads are destructive because they work on our self images and esteem. Collectively, they reinforce stereotypes they wouldn’t dare spell out. They say thin, gorgeous people are loved and happy. People with acne, weight problems, scars or disabilities do not exist in the world of media images, so they must be less important, or even worse, invisible. And we know it’s not true– I know many thin gorgeous people who are miserable. I also know many people who are overweight and disabled who are very loved and happy. But then again, it would be stereotypical to leave it that way. I also know of thin gorgeous people who are loved and happy, and overweight and disabled people who are unhappy, and seem almost invisible. The point is, everyone is an individual, and images that strengthen our existing stereotypes betray that. If you translate every media image this way, you’ll be amazed at how many play on our preconceptions of class, age, gender and race. These messages are sometimes funny, ridiculous or stupid. Many times, they are sad. Everytime, the amount of information conveyed wordlessly is alarming. And it flies under our radar, more often than not. Don’t let it.

Other great sites on these topics: www.adbusters.org
http://www.about-face.org
http://www.pbs.org/pov/pov1996/takingonthekennedys/dissect.html
http://www.childrennow.org/media/medianow/mnspring2000.html Digital Technology and Journalism Ethics- John V. Palvik, Ph.D.
“Take out a five-dollar bill. Who’s picture do you see? Honest Abe, right? Well, you’re half right. It is a picture of Pres. Abraham Lincoln’s face. But it is attached to the body of southern statesmen John C. Calhoun.” (more) Photographic Truth- Excellent examples, including the infamous OJ/Time cover