Designer’s perspective on visual content in the media environment
Designer’s perspective on visual content in the media environment

Author(s): Maya Stoyanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: visual communication in media; digital media design; interactive content; ethical visual storytelling; cross-cultural design
Summary/Abstract: This article explores the evolving role of visual content in the contemporary media environment through a designer’s lens. In an age marked by digitisation, media convergence, and globalisation, visual content transcends its aesthetic origins to become a strategic tool for communication, knowledge structuring, and social engagement. The study adopts an interdisciplinary methodology, integrating theories from visual communication, cognitive psychology, and media studies, and supports its analysis with empirical case studies. Key themes include interactivity, immersive experiences, parameterisation, and ethical design practices. The article highlights how audiences have shifted from passive consumers to active co-creators of visual media, raising new challenges around visual literacy, cultural sensitivity, and ethical responsibility. It argues that design mediates between data, meaning, and experience, shaping perception and fostering trust. Ultimately, the article calls for a global-local synthesis in visual design, advocating for inclusive, culturally aware, and ethically grounded practices that respond to the demands of a dynamic digital ecosystem.

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