What you see is what you believe!

   According to the author, modern imaging technology has made it extremely difficult to trust authenticity of any kind of visual data. Easy manipulation of photographs has become a household chore due to the fairly easy avaliability of imaging softwares like photoshop. E.g. Modification of Stalin's personal photographs for political purposes are some of the more sophisticated instances where image manipulation has been used. However, it is not just limited to this. Visuals can be used in deceiving ways to convey incorrect information. E.g. An article in the Wall street journal pointed out that a company's graph showing overall growth did not start from the origin on the axes. As a result, growth seemed more visually than it actually was. In general the author outlines two ways in which technologies have increased the potential to create a misleading graphic:

1. Current technologies make alternations easy to accomplish

2. Technical Communicators lack sufficient knowledge concerning effects that can result from visual alterations.

  As pointed out earlier, it is difficult even for the more astute observers to figure out where an image is authentic and provides accurate information about what it represents. Moreover, using visual data without checking its accuracy and authenticity can lead to several problems. One can act ethically by focusing on the following questions:

1. Selection: What will the viewers see?

2. Emphasis: What subject is created by the focus of attention?

3. Framing: What items are being related or graouped b the way the graphic framed?

4. Accuracy: Is the factual information presented accurately by the presentation?

  While writing the Market Analysis/Strategy document, I need to focus on visual ethics since conveying incorrect information by using imaging techniques or using images that are unethical can lead to dire consequences. It can especially lead potential investors to not trust us.