As stated by Edwards and Winkler (1997), a visual ideograph is a concept that expresses meaning through cultural associations (p. 297). In the above pictures, an ideograph of a <savior> is expressed. This is demonstrated with a few different concepts. First of all, the angle of the photo appears to be at eye level with the brown-haired woman in the photo. This gives us the impression that we are on an equal level with her, but the blonde-haired girl can be perceived as taller, larger and “above her.” This gives the impression that the woman needs her help, and demonstrates this ideograph that she is the savior and will help them become more “civilized.” In addition, the use of hue and illumination in this photograph also supports the ideograph of <savior>. The bright red hue of the blonde girl’s t-shirt immediately draws your eye to her and her handing supplies to the woman, whereas the brown-haired woman is wearing darker hues, which do not catch your eye as much. In addition, the use of light in the picture illuminates the blonde girl’s hair and t-shirt, as well as the supplies she is handing the woman, which not only places the attention on the fact she is helping the woman by giving her supplies, but it also gives the blonde girl a bright, almost angelic glow about her, reinforcing this ideograph of her being a <savior>.
In addition, the picture expresses the <savior> through cultural associations and the concepts of the Self and Other. As stated by Cloud (2004), the Other is the concept of another culture that is fundamentally different from ours, but is also one that needs our “help” in order to become more civilized and less inferior (p. 289, ). The Self is defined as our ideal “self” that represents our morals and beliefs and is the entity that both goes against and “civilizes” the Other. In the above image, the girl in the red shirt, or the missionary is seen as the Self. This is someone who represents the American ideals of helping others and helping those become more “American” and “civilized.” She is teaching them to become more like us and to have a less “inferior” way of life. The brown-haired woman in this image is seen as the Other. She is from a different culture, presumably a third world country, and has an “opposing way of life” to us. We see her as inferior and of a culture that we need to change. This ideograph and the concepts of the Self and Other present in the image show different cultural associations that are inherent in American society. Mainly, the idea that as Americans, our way of life is the correct and “civilized” one and that we must “fix” every culture so they are more like ours. This is part of the reason why the <savior> ideograph is so prominent in this image; it ties not only into the Self and the Other but into the idea that we as Americans are saving other countries from a terrible fate: staying themselves and maintaining their “less than” culture.
Thinking Rhetorically at GCSU 