7.2: Indexicality
- Page ID
- 199321
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One way images persuade is through indexicality (Messaris x). This refers to the ability of images, in particular photos and video, to document that an event happened or that something took place. Indexicality is the idea that "a photographic image can serve as documentary evidence or proof of an advertisement’s point" ("Visual Persuasion"). Photographs and videos can have a documentary aspect; they can "serve as documentary evidence or proof of an advertisement's point" (Gass and Seiter 359). "Any picture made through photographic means, whether on film or video, fits {the} notion of a sign produced as a physical trace of it's object...they are, in certain respects, direct physical imprints of the reality recorded in them (Messaris x). In the photo above, for example, you can see what the cereal looks like; it is documented in the photograph. This is indexicality.
When we see influencers trying products on social media, when we see "before & after" photos, products being used in infomercials, and sadly, when we see video footage of riots or murders, we are experiencing indexicality: not the actual events or products, but rather photos or footage of the event or product. When we see an image of something, it is just that: an image. It is NOT the actual thing, but the image serves as "proof" of the thing.
Younger generations tend to have greater experience with the realities of easy video editing, AI-generated images, and deepfakes. Whereas there may have been a time when "seeing was believing," people today should exercise caution and discernment when viewing images.
