Screens Affordances in Image Consumption

Abstract

Despite the infusion of screen technologies, we hardly notice their properties as we commonly interact with them. Encounters with visual driven-networks occur through the screens orienting consumers toward visual data and information. Through physical interactions with the object and its surface, images move fastly. More than any contemporary object, screens have facilitated the proliferation of customized visual information. As the potential adaptability of screens as technology expands, the screen is evolving into new directions and applications in capturing consumers’ attention in the most attractive ways. Taking in account the current trends in which smartphones and tablets are at the forefront of marketing innovation and commercial applications, this paper aims to establish a conceptual relationship between smartphones screens affordances and the consumption of images. Based on the literature review, a theoretical framework and insights for future research on the topic of consumer behavior in screen culture are proposed.