Oratory, according by Quintilian, is an art form that requires an ethical code. Those who wish to master rhetoric and engage in oratory are expected to abide by a set of morals. This is to be expected within the rhetoric of the spoken word. We hope for our politicians to adhere a basic moral code, to not be hypocritical when they talk about improvement. We want the news anchors to tell us the truth; we want to be able to receive the news from a reliable source. While it is evident that there is an expectation of ethical behavior for orators and public speakers, one would not think the same of graphic designers of data displays.
Charles Kostelnick, in his chapter on the different aspects of data display design, discusses the ethical responsibility of the designers of images and graphics that display data. These designers must keep in mind, according to Kostelnick, three key aspects when designing a graphic: audience, purpose, and context. Similar to oral rhetoric, these three aspects help create an effective and clear data display. Kostelnick emphasizes the importance of understanding the rhetorical environment that accompanies the graphic in question. There are countless options when designing these graphics but there are specific measures that need to be take in order to maximize the effectiveness of a single image: “Using the rhetorical situation to guide your design process will help you manage this freedom, giving you the control you need to create an effective display for your readers”(247).
While the majority of Kostelnick’s chapter emphasizes the importance of understanding the rhetorical context in order to create an effective display of data, one of the more interesting things that I took from the article was his mention of ethical responsibilities on behalf of the designers. We are constantly surrounded by different types of data displays, whether it be on the news as a graph showing the latest voting tendencies or in a textbook, revealing the trends of an economy through a line graph. Designers can easily manipulate any part of their graphic to draw or detract attention away from certain elements, significantly altering our perception of a collection of data. It would be one thing, if the audience was aware of the persuasion or bias that the designer was hoping to achieve. But the fact remains that when reviewing a collection of data, we tend to rely on a graphic display for an accurate and effective understanding of that data. Thus, according to Kostelnick, the designers of these graphics need to adhere to a moral code:
“And with that power comes a responsibility to your readers. Emphasizing some patterns or data can make a huge difference in the way readers interpret the information–so much so that as a designer you need to be wary about using emphasis strategies that might deceive your readers. You have an ethical responsibility to help them make sound judgements and decisions.”(268)
As we are increasingly becoming an “attention economy”, as discussed by Richard Lanham, our attention is becoming a valuable commodity. We are increasingly drawn to other forms of communication outside the written, specifically images or videos, in order to obtain or enhance information we seek. Just as choosing the exact right words for a speech in order to provide a clear message is important for the oral communicator, it is equally important for a data display designer to master the rhetoric of visual display in order to achieve clarity and understanding. Although we take for granted a great deal of the images that we process everyday, the designers behind the image are very much aware of the rhetorical situation and strive to design their graphics around the needs of each individual situation.