What are the Ethics of Visual Storytelling in the News Media (Copy)
Leonardo da Vinci wrote that a poet would be "overcome by sleep and hunger before (being able to) describe with words what a painter is able to (depict) in an instant." Which is how an Italian polymath of the High Renaissance says “a picture is worth a thousand words.”
But he’s not wrong.
We’ve always been dominated by visuals, but ever since the Lumiere brothers caused an audience to jump out of their seats by showing them a “moving picture” of a train coming towards them, we’ve been on an unstoppable trajectory to the way visuals shape our perceptions in today’s world.
Images and graphics have been manipulated to entertain us ever since and the retouching of photographs has been used to fool us since well before Photoshop or even computers were around. The difference now is that visual manipulation has become central to journalism, or what passes these days for journalism.
The ethics of advertising is a slippery slope but ultimately if the product doesn’t do what the advertising claims it will do then it fails. This process isn’t fool-proof and late stage capitalism is making it murkier by the day but for the most part, advertising eventually regulates itself through sales or the lack thereof, thus sinking the liars and lifting the providers.
Entertainment, as proven by the Lumiere brothers, isn’t beholden to anything other than entertaining. We enter into a relationship with a narrative film or work of art to be inspired and/or emotionally changed but those things are subjective. If we don’t like it or believe it then we walk away and either don’t trust that creator again or we trust them with caveats based on what they’ve shown us before. No harm no foul. Just art.
But journalism promises us something different. Unfortunately, it’s not a stretch to say that the fourth estate has failed us considerably. Real journalism still exists but it is very hard to find so for the sake of argument I'm going to be referring to the “news media” because presenting facts in the service of the greater good is rarer than a decent human becoming a successful politician these days.
The challenge now lies in the way the news media uses visual tools to inform audiences and influence public opinion while maintaining ethical integrity.
The Power of Visuals in News Media
1. Engagement and Retention
Images makes complex stories digestible. They capture our attention and help us retain information. Studies have shown us for decades that articles with compelling visuals are read more widely than those without. A photo from a war zone always conveys the gravity of a situation more powerfully than words alone. Images also begin to build trust. If we can see something then we are much more likely to believe it.
2. Conveying Emotion and Human Connection
The empathy that an image creates within the viewer has made the world feel smaller. No matter how “graphic” a reporter’s words about a starving child on the other side of the globe can be, if we see the suffering in these children’s eyes or their deplorable living conditions, we are much more likely to feel their pain as well as retain that feeling well past our initial ingestion of the content. Pulitzer-winning photos have brought global crises to the forefront of public consciousness time and time again. Of course we know that every one in the world is part of our same species and that their joys and pains feel the same as our joys and pains, but images help make sure you don’t forget.
3. Simplifying Complex Data
Infographics and data visualizations distill intricate and sprawling matters like climate change and election results into accessible and digestible formats. Visualizations enable us to grasp the essence of a story at a glance, especially when time is limited.
Ethical Challenges in Visual News Media
“Along with great power comes great responsibility.” —Ben Parker.
1. Manipulation of Images
When I was in design school we had entire classes devoted to mastering digital tools that a 4 year old can master in a few minutes on a mobile app now. This has been an issue in the world of fashion for a depressingly long time. Link: "Confessions of a Retoucher"
2. Graphic Content and Viewer Sensitivity
It often feels like half of us are too sensitive and half of us are too desensitized when it comes to violent and sexual images. We’re now in arguably our sixth decade of constant bombardment from daily images on television, computers, and phones so it's no wonder that this is the case.
But if we’re concerned with showing the truth then aren’t overtly graphic visuals sometimes necessary? I would say yes but the fact of the matter is that the proverbial genie is out of the bottle and she ain’t going back in. Where should the news media draw the line between showing us reality and still respecting our various levels of sensitivity?
3. Bias in Visual Framing
The framing of a visual greatly influences our perception of that visual. As I wrote earlier, we enter into a contract with art that allows a filmmaker’s view to influence our own. This molding of our perception is what makes art so incredible. The artist’s subjectivity has the power to transform us and make our lives better. The power of journalism is allowing full objectivity to transform us and make us if at least not better, more informed of the realities of our situation or the situation of others.
4. Cultural Sensitivity
Culturally-blind visuals have lasting implications. Successful global marketing campaigns understand that certain colors mean completely different things on one side of the world than on the other. The naysayers go to extremes and claim that this awareness or “woke-ness” ends up hurting everyone and telling us nothing but that’s a cynical and white-washed version of the truth. Ignorant visuals perpetuate stereotypes and offend certain groups. Yes, everyone, everywhere can be offended by something but a considered balance is achievable, even if some are too cynical or lazy to realize it.
Principles of Ethical Visual Storytelling
Visuals have the power to exploit millions of people. They also have the power to inform and embolden millions of people. The problem of course is that most people have now found their echo chamber of choice and literally choose to be exploited by being informed of how to further to solidify their current beliefs. The facts rarely enter into the equation, only the goal of justification. Someone once said that when you do something alone you’re a psycho but if you do it with others, you’re in a club. And every one of us yearns for a tribe to call our own.
It may sound new-agey or touchy feely or whatever your particular generation or tribe calls it but us humans are all in the same tribe and if we can’t find a way to protect ourselves from these manipulative forces we will continue to see what little journalism there is in the world diminish until there’s nothing left but entertainment, fantasy, and the din of opposing tribes banging their drums.
Case Studies
These examples of the transformation of our collective perception still don’t seem to be able to turn the tide of refugee crises, false narratives around vaccinations, or the blatant abuse of people of color but they are all a step in the right direction. Any information is power in the hands of the powerful but factual information is power for everyone.
1. Alan Kurdi Photo (2015)
The image of a drowned Syrian toddler on a Turkish beach brought global attention to the refugee crisis. While controversial for its graphic nature, the photo galvanized humanitarian action and policy discussions worldwide.
2. COVID-19 Data Visualizations
Infographics during the pandemic were pivotal in explaining infection rates, vaccine efficacy, and public health measures. Transparent and well-designed visuals helped combat misinformation.
3. George Floyd Protests (2020)
Images and videos from protests following George Floyd’s death showcased the power of visual media to amplify calls for social justice. These visuals became iconic symbols of the Black Lives Matter movement.
The Future of Visual Storytelling in News Media
Augmented and Virtual Reality were among the first buzz words used to frighten us into a sense of the impending doom the robots have in store for us all. Now of course everyone is worrying about Artificial Intelligence and for good reason; it’s everywhere and its footprint and strength is only growing. As these technologies evolve, visual storytelling will only grow in prominence. These tools can help us define and employ ethical objectivity in the dissemination of our various trials and tribulations just as equally as they can harm us.
AR/VR: Virtual tours of war zones or interactive 3D reconstructions of historical events deepen audience empathy.
AI-Generated Content: AI is a game-changer along the lines of Gutenberg’s press or the atomic bomb. The things it has done and will do are staggering to think about. In some ways it’s already too late because the ball is very much rolling along but the more we can educate ourselves to what’s real and what isn’t, and hold those intent on spreading misinformation accountable, the better our chances will be of not just surviving but thriving.
Visual storytelling is a powerful tool. Visual literacy and access to actual data is as well. Without ethical guidelines and legitimate journalism, the impact of visuals to enlighten, inform, and inspire without compromising truth or integrity will continue to erode into divisive narratives that ultimately benefit no one. As the media landscape continues to evolve, the commitment to ethical visual storytelling is only becoming more and more essential to our fostering of an enlightened society.