Perceiving images and telling tales: A visual and verbal analysis of the meaning of the internet

This paper uses visual and verbal analysis to delve into the multi‐faceted ways in which individuals construct their own meanings and shape their own experiences with the Internet. We build on the Zaltman Metaphor Elicitation Technique, and the principles of visual rhetoric to show how perceptual processes affect picture choices, and how these choices contribute to the narrative imagination. Numerous perceptual principles [abstraction, concept formation, perceptual problem solving, constancy, closure, symmetry and balance]are identified in the choice and organization of visual images. The argument we make is that images and words (visual and textual processes) provide deeper insights into our understanding of consumer online experiences.