The basic principle of valuable graphic communication is the return to the values, characteristics and qualities of creative discourses within a community. The maxim is: communication is made by people for people that come together on the basis of their communicative abilities and go into exchange with each other.
If a community grows or splits, the communication must be supported through media, whereas personal media effects — supported form of lecturers, storyteller etc. — have the highest importance.
Media profits from the art of rhetoric in order to present thoughts/content through language, tone, facial expression and gestures to an audience (auditorium), to offer discussion and to convince with arguments, speech and objection. [Cf. Wilfried Stroh: “Die Macht der Rede”. Berlin 2009]. Decisive are the factors empathy, the interaction with the audience, the creative-dialectic impetus, as well as the readiness for discourse that requires the ability of criticism. Technical (devices, electronic) media as we know them from the era of the Industrial Age partially cover what personal media is able to offer: book and magazine printing, telegraph, radio and television enable the distribution of content on the basis of push mechanisms to draw attention, spread news or messages, or to entertain. Media offers received a stronger presence through this method. The options offered by technical media primarily target the achievement of a media echo.
This has the effect: Communication is mainly mistaken for response, as the philosopher Peter Sloterdijk determines. It is increasingly less about the mediation of content but more about its display. Because it seems to be no longer important what you say, but that you say something at all, the content turns into platitudes more and more, usually without saying anything relevant about the sender. The striving for response creates a rush that prevents anything sophisticated. Instead, we practise constant, meaningless contacting. The expansion of contacting through digital media had the effect that the contacts could no longer be filled with quality oriented content.
Graphic Communications may not be reduced to staccato-like presented messages lacking context and any form of empathy, if value of the graphic communication is needed in a knowledge society.