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 scientific study of the visual communication media arts must be based on both general theories regarding these media and specific theories developed for each medium. Although it is possible that the delay in the development of vigorous scientific studies and empirical research findings in the visual communication media of television has caused…

Total comprehension and understanding of visual images (particularly moving images) are the result of a series of complex biological (brain) and mental (mind) processes and activities. Whereas perceptual psychology and neurophysiology are among the two main academic disciplines that explain the functions performed by the organs of visual and…