What does the term "visual culture" refer to in the context of media studies?

The term "visual culture" in the context of media studies refers to the exploration of how visual images influence perceptions. This concept encompasses a wide range of visual forms, including photographs, films, advertisements, and digital media, all of which shape the way individuals understand and interpret the world around them. By examining visual culture, scholars seek to understand the social, political, and cultural implications of images, including their power to shape societal norms, identity, and values.

This focus on the impact of visual imagery highlights the importance of visual representation in communication, emphasizing that what we see can significantly affect our beliefs, attitudes, and behaviors. This understanding is critical in contemporary media studies, where visuals play a central role in storytelling and public discourse.

The other choices do not align with the concept of visual culture. Auditory elements focus on sound rather than visual representation. Analyzing written texts pertains to literary studies or textual analysis rather than the visual aspects. Studying visual art exclusively restricts the definition to fine arts, whereas visual culture includes a broader array of media and images that permeate everyday life.