Presence as a consequence of verbal-visual interaction: A theoretical approach

Alan A. Gross

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


I offer a systematic account of the verbal-visual interaction on which presence depends in order to offer, in effect, a genealogy of presence. On the verbal side, I rely on linguistic and rhetorical analysis; on the visual, on Gestalt theory and Peirce's semiotics. To analyze verbal-visual interaction, I rely on Dual Coding Theory, borrowed from cognitive psychology. I contend that recourse to such a theory is essential if we are to explain the central mystery of Perelmanian presence, the transformation from the perceptual into the argumentative and narrative. I illustrate this transformation by analyzing a groundbreaking geological monograph.

Original languageEnglish (US)
Pages (from-to)265-284
Number of pages20
JournalRhetoric Review
Issue number3
StatePublished - Jul 1 2009


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