Visual Literacy: A Semiotic Analysis of Icons as Visual Information Representations on Library Homepages

Visual Literacy: A Semiotic Analysis of Icons as Visual Information Representations on Library Homepages Dr. Yan Ma Graduate School of Library and Information Studies University of Rhode Island Kingston, RI 02881, USA Email: yanma@uri.edu

Introduction The World Wide Web (the Web) allows users to interact with graphic interface to search for information in a hypermedia/multimedia environment. Graphics including color lines serve as indexes or reference points on the Web for searching and retrieving information including texts, visuals, and sound materials in a non- linear fashion.

Introduction This study applies semiotic theory to examine the codes embedded in the icons on library homepages of Web homepages in the world. It is the second phase of research of a previously published pilot study in 1996, which focused on icons on library homepages in the United States. The icons selected in the present study include not only those on library homepages in the United States but also icons on library homepages in other counties in the world.

Research Methods Semiotics is the theory of signs. Eco explains that semiotics “studies all cultural processes as processes of communication” (Eco, 1979, p. 8). The study is based on Ann DeVaney’s semiotic model for the analysis of social and cultural issues in educational television. The theories that support her model are from Ferdinand de Saussure, Roland Barthes, and Christian Metz who emphasize that knowledge is socially constructed through language or communication systems. Meaning is socially and culturally built.

Research Methods The concept of sign contains two aspects: signifier, which is the sound-image and signified, which is the concept. For example, the relationship between the concept of a “rose” (the signified) and the sound-image made by the word “rose” (the signifier) forms a sign.

Research Methods Semiotics, like structuralism, studies the relationship between form and meaning. Signs are organized into systems of meaning and recognized by codes. “Signs are assigned meaning based on historic patterns of use that are recognized within social/cultural groups.

Research Methods A sign comprises two types of meanings: syntagmatic and paradigmatic meanings. Syntagmatic meaning refers to the meaning that is assigned based on syntax, or based on the relationships among signs. Paradigmatic meaning is derived from other systems or codes.

Research Methods For example, color white is often used to symbolize purity in Western culture. Brides wear white gowns. While in Eastern culture, color white symbolizes sorrow and sadness and it is associated with death. Brides in the Eastern civilization wear red, which conveys the meaning of celebration, good luck, happiness, and prosperity. However, color red often suggests danger and stop in Western culture.

Research Methods The icons on the homepages of the Web carry meaning dependent on the syntax of their use. They also carry paradigmatic meanings derived from the original meaning, domain or other systems of the icons

Research Methods The criteria to select a homepage to be included in the study are that a homepage has to have at least three hyper-linked icons. Three different types of libraries are included: academic, public, and special libraries. Based on a pilot study of icons on the library homepages in the United States in 1996, this study expanded the coverage of library homepages to include library homepages in the world.

Research Methods The investigator has selected icons on the homepages 1999 to 2003 for the analysis. Nineteen academic library homepages were selected among a total of 723 academic library homepages. Twenty-four public library homepages were selected among a total of 785 public library homepages, and nineteen special libraries homepages were selected among a total of 304 special library homepages.

Research Methods These homepages are from America, Asia, Africa, Australia, and Europe. Thirty-four library homepages were selected from the sixty samples homepages for the analysis

Research Methods Icons on the library homepages have been used as index pointers to resources whether it was the Web designer's intent or not. Icons have been playing a role in information retrieval, but little literature can be found on how they have played this role.

Research Methods Based on the author’s prior research, the investigator chose to examine how icons are used to index five common categories of library services for this current study. They are the most representative categories of resources and services that most libraries offer on their homepages.

Research Methods These five categories are carefully selected based on the results from the author’s previous pilot study. (Ma, 1996, p. 39). 1. Library information: includes "about the library", “library news,” and information about the library" 2. Catalogs: include card catalogs, electronic catalogs, and databases. 3. Services: include reference services, electronic reference services, and reference desk, and other services. 4. Resources: include reference materials, electronic resources, Web resources, and links to other resources. 5. Search: includes search the Internet, search the Web, search the site.

Research Methods The research method for the study is based on Ann DeVaney’s model for semiotic analysis of educational television (DeVaney, 1991, p. 268). Her model consists of five phases: format identification, segment identification, elements of construction identification, quantitative analysis, and qualitative analysis.

Research Methods For this study, the first phase is format identification, which is identified as international library homepages. A sample of thirty-four library homepages is drawn from a total population of more than 1,700 international library homepages. Ten homepages from each of the three categories are selected: public libraries, academic libraries, and special libraries. To be included in the sample, each homepage must have at least three different hyperlinked icons. The investigators examined the structure of the selected homepages and non-icon information on the homepages.

Research Methods The second phase is the segment identification. Segments are defined as icons used as index pointers on the library homepages. The investigator chose to examine how icons are used to index five categories of library services: 1. Library information; 2. Catalogs/databases; 3. Services; 4. Resources; and 5. Search.

Research Methods The third phase is elements of construction identification. This phase identifies the codes and syntax embedded in the icons. Just as language has its syntax structure, a television program segment has its syntax, a computer language also has its syntax, and so do icons on the Web homepages. This study uses semiotics and structuralist theories and their methodological approaches to studying cultural messages. According to structuralist view, meaning is created based on the form or structure of the materials.

Research Methods The fourth phase is to carry out a quantitative analysis of the structure of icons on the library homepages. It answers such questions as “How many times is a particular icon used to index the same type of resource on the library homepages?” “How many different types of icons are used to index the same type of resource?”

Research Methods The fifth phase is to conduct a qualitative analysis of the meanings of icons used to index resources on the library homepages. It analyzes the original use and meaning of icons; the codes embedded in the icons in their original domain or format; their use and meaning in the icons on library homepages; it compares the meaning of the codes in their original domain or formats with the codes embedded in the icons on the library homepages in this study to ascertain how these icons are used to index various resources.

Research Methods For the research design, seven focus questions were developed to answer these questions: Focus Questions 1. What are the codes embedded in the icons on the library homepages? 2. What are the original meanings of the codes? 3. How do the meanings of the codes in their original domains or formats compare and contrast to the codes embedded in the icons in this study?

Results The results of this study would take twenty pages to present with icons and homepage screen shots. Because of the limited space of 5 pages for this publication, the author has provided an analysis of the icons on library homepages by answering some of the Focus Questions. If requested to publish the results in a lengthier format, the author would be willing to sharing all the results with readers.

Results The Focus Questions that have been chosen for the analysis are: 1. What are the codes embedded in the icons on the library homepages? 2. What are the original meanings of the codes? 3. How do the meanings of the codes in their original domains or formats compare and contrast to the codes embedded in the icons in this study? 6. How many different icons are used to index the same type of resources?

Results There are four frequently occurring icons on library homepages. They are the “i” icon, the “?” mark icon, the book icon, and the computer icon. 1. The “i" and the "?" icons appeared on thirteen library homepages out of a total of thirty-four, which is 38% percent of the total library homepages. The original use of the "i" icon can be seen often in libraries, museums, sightseeing areas, shopping malls, etc. in the United States. (Icons are not added to the PPT due to technical difficulties)

Results It is displayed in signs or on kiosks. It usually signals an information center or information booth or an area where people can go and ask questions and get answers. From this icon and the direction it points to, no one definite type of information is expected. In a broad sense, it is necessary for the “i” iocn to keep its broad meaning so that it can be used for different public settings.

Results 2. The “?" icon.” This icon is also used on library homepages for “Library Information,” "Help," “Services,” and others. Originally, the “?" icon” is used for help and answering questions. In the context of libraries, this icon leads users to library information. The "i" and the "?" icons are used thirteen times to index thirteen different items on the library homepages of different countries in the world.

Results They are used to index ""About," "About the Library," "About Us," "Ask A Librarian," "Ask Us," "Community Information," "Help," "Information Desk," How to Use the Library," "Library News," "Our Services," "Reader's Handbook," and "Requests." The meaning of those two icons is far beyond their original meaning. The “i” and “?’ icons are more widely used on library homepages of English speaking countries than non-English speaking countries.

Results 3. The “Book” icon appears on twenty-six library homepages, which is 77% of the total number of library homepages for the study. The book icon was used forty-five times for different resources indexing purposes. Some homepages have the book icon appear five or six times to index different resources.

Results The book icon is presented in the form of books, books on book shelves, books with CD-ROMs and other media, a book in a globe as seen here, and in other forms. The two representative book icons demonstrate the expanded or extended use of the original book icon to the new versions that include books and other non-book resources.

Results The book icon in a globe is to extend the use of books in the global village. It is true that through OCLC, users in the world can check the world largest bibliographic database for information. Users can read e-books anywhere. These newly created icons give meaning to reflect the digital and the Internet culture. The book icon is used to index forty-five different resources on twenty-six library homepages.

Results It is used to index "Library Catalogs" for eight times, "About the Library" two times, "Library Information" for two times. Apparently, "Catalog" has a strong connection with books in libraries. Or, library is a place to store books. But the book icon is also used to index a wide range of resources or services in libraries. For example, it was used to index "Ask Questions," "Book Event," "Calendar of Events," Databases," "General Information," "Library Information," "Our Services," "Reading Resources," "Reference Tools," "Search," "Special Collection," "Youth Page," and so on.

Results The general idea of books that have a strong connection with libraries is truly portrayed in the use of book icon on library homepages in the world. Since the book icon is so widely used for different purposes, do the users pay attention to what it is indexed for or what information it is represented by the book icon? Does the book icon lead the users to what they expect or what they are searching for? It is also clear that some book icons are placed on the homepages with little design plan and care of treatment for the purpose of indexing. This lack of appropriate use of book icons cause confusing and mislead users in their information retrieval process.

Results Another popular and heavy use icon is the computer icon on library homepages. It appears on nineteen out of thirty-four homepages, which is 59% percent of the total number of library homepages for the study. The highest frequency of the use of a computer icon on one homepage is six times. For example, Nanyang Technological University Library in Singapore used it five times on its homepages. (Homepage: http://www.ntu.edu.sg/library/ Accessed on October 24, 1999)

Results Personal computer and the icon itself can be traced back to 1970s when microchip came into existence. A computer icon signifies computers, computer systems, and computer technology. When the computer icon appears on library homepages, it is used to index not only computers, the Internet, e-books, databases, and computer related items but also "Services," "Reference Services," "Online Catalog," "Special Collection," and so on. The computer icon with an "e" with a globe running across the "e" on the computer monitor reminds us of Microsoft Internet Explorer.

Results That particular "e" is an identical icon of that on Microsoft Internet Explorer. It can immediately link the user to the search or surfing of the Internet. "e" can also mean electronic books, electronic databases, electronic journals, and so on. The other computer icon has the famous writer Shakespeare's face on the monitor screen to index "Reference Sources." Can all the users in the world recognize Shakespeare's image easily? His image is used to index reference sources. By viewing the icon, can a user assume that Shakespeare's works are online or in computer systems or in electronic format? What a combination of the high technology and humanity studies! The computer icon has been evolving and widely used on library homepages in the world.

Conclusions The semiotics analysis of a sample of thirty-four library homepages from a total population of more than 1,700 international library homepages provides the readers an understanding of how icons on those homepages are structured, used/misused; how codes embedded in the icons create meaning and how the original meaning of those icons change and evolve to the new meaning when these icons are presented on those library homepages on the Internet.

Conclusions Traditional library oriented icons are borrowed to index new resources and services on the Internet. Icons from different domains are borrowed to index resources on library homepages. Cultural codes embedded in the icons are used as part of index pointers to the resources on the Webs. These codes are mainly rooted in Western culture and the merging digital and the Internet culture.

Conclusions Some icons on the library homepages in other countries in the world show that codes are rooted in the country’s own culture or influenced by Western cultures. Some icons are only meaningful to those who are familiar with that culture. Some icons are used internationally and understood without language or cultural barriers. Icons themselves have been modified, revised, updated to accommodate the ever evolving, changing, and developing Internet and the digital world.

Conclusions This study contributes to the research of indexing by analyzing the cultural codes embedded in the icons used on the library homepages. It reminds the designers to pay more attention to the choice of icons for indexing purposes.

End Thank you!

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Visual Literacy: A Semiotic Analysis of Icons as Visual Information Representations on Library Homepages

by inscit2006 on Jan 03, 2007

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Visual Literacy: A Semiotic Analysis of Icons as Visual Information Representations on Library Homepages — Presentation Transcript