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NOTE
1 1 It should be noted that a similar phrase also appeared in a New York Times real estate ad in the early 1900s as “a look is worth 10,000 words” and it is possible that Fred Barnard borrowed or built on the concept.
Chapter 2 Visualizing Ethics: Revealing Shortcuts and Missteps
Friend or Foe? Hero or Villain?
When you meet a stranger at a bar, you automatically draw conclusions about the person's age, gender, and their differences or similarities to yourself. You process a huge amount of information almost instantaneously and use shortcuts to assign that person to certain categories. Are they a student, professor, office worker, soldier, athlete, other? Of course, you may be mistaken in this process, thinking that an old‐looking individual is a teacher when he's actually a student, or the heavily tattooed woman who looks like a Goth may actually be a social worker or a business executive (tattoos are no longer taboo in many corporate offices).
We also use physical and visual cues to identify that a truck is a type of motorized transportation, that an apple falls into the category of fruit, and that a starling is a species of bird. This quick categorization is an evolutionary adaptation and helps us conserve cognitive resources. By that we mean that every time you encounter a phenomenon, you don't need to think a lot about what it is and what it means to you. Trying to understand others' intentions toward oneself is a crucial survival skill, and visual cues are the primary means we use to make evaluations.
Sometimes, however, we are influenced by unconscious bias and make faulty snap judgments, raising ethical concerns. Inferences we make about people may lead us to make bad choices when evaluating them. The ethical questions raised with this impulse to judge begins our study of routines and practices in our daily and professional lives that concern visual ethics.
Key Learning