Cindie Aaen Maagaard

Picturing scripts: A combined narrative, social semiotic and cognitive approach to visual narrativity

Abstract This article explores visual narrativity through the case of prospective, or future-tense, narratives realized through visual images. Addressing the challenges of representing narrative elements of temporality, events and experience in a single, static image, it proposes an analytical framework combining social semiotic, contextual and cognitive perspectives. In doing so, it argues that a combined approach enhances our ability to understand the interplay between on the one hand the image-internal visual cues of temporality and modality that activate the viewer’s imagination and narrative inferences, and on the other, the processes by which such inferences are made, including the influence of the viewer’s contextual knowledge and cognitive processes in guiding them. The article uses architectural renderings as material for analysis, because they are exemplary of how visual images invite viewers to imagine the kinds of activities and experiences that can unfold in a future setting and thus make inferences about temporality, event and experience beyond the image’s isolated moment.