As Folschette told Richard Sunley in the journal Social Media News, “visual listening is like social listening but for visual content. Up until now, social listening has mainly focused on text content like the text of tweets or the text of a blog post. Visual listening goes one step further and allows you to track logos within images and photos posted on social networks and online. From here, you can apply all sorts of advanced analytics to understand how a post spreads across the web, which images are trending at the moment, the top influencers posting photos of your products and much much more.
Over recent years the use of visual content – that’s photos and images – has exploded on all social networks and across online media channels. Reports suggest that almost two-thirds of all content posted on social channels includes an image. When you think that on Twitter alone, people are sending around half a billion tweets every day, that’s an enormous amount of visuals that audiences are consuming. Studies have also shown that the human brain processes images 60,000 times faster than text which gives some indication as to why this type of content appeals to us so much.”
Folschette is concentrating on marketing here, but the same theory applies to the way we process images in art, or the visuals we see on the many screens we view everyday, as well as in daily existence. Just one frame of film or video contains a multitude of information that has to be decoded if one if going to arrive at any reasonable approximation of the what that image really conveys.
This is why analytical viewing is such an essential part of film and video studies – more so today than ever – because the images we are confronted with are often so resolutely commercial, and we need to understand how they are trying to manipulate us. In short, we can’t be passive in the face of the images that inundate us – we have to strive to understand them. Otherwise, we’re simply letting these images enter our consciousness without thought – as Jean-Luc Godard famously observed, “it’s not a just image – it’s just an image.” An image we should seek – always – to understand.