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Visual Communication Week 12

by: Grace McBride

Visual Communication Week 12 COMM1300

Marketplace > Cornell University > Communication Studies > COMM1300 > Visual Communication Week 12
Grace McBride

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About this Document

Introduction to visual communication theory. Examines how visuals influence our attention, perspectives, and understanding. Uses examples of visuals drawn from advertising, TV news, documentaries, ...
Visual Communication
Norman Porticella
Class Notes
25 ?




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This 4 page Class Notes was uploaded by Grace McBride on Wednesday June 8, 2016. The Class Notes belongs to COMM1300 at Cornell University taught by Norman Porticella in Summer 2016. Since its upload, it has received 8 views. For similar materials see Visual Communication in Communication Studies at Cornell University.

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Date Created: 06/08/16
Monday, May 2, 2016 COMM1300 Visual Communication - Propositional Editing • common propositions - causal: • regains presidency put americans back to work - analogy • regains inauguration was like a new beginning for the nation - generalization • all americans working in all types of jobs - contrast • if there were images of people out of work inserted • (e.g.) before/after inauguration - Visual Propositions • Juxtaposition • Syntactic Indeterminacy • Context (Personal/Cultural, including literacy) • Meaning and Emotion • Content & Technique (aka code) - direct eye gaze - violation of reality • Context - culture - knowledge - values 1 Monday, May 2, 2016 - needs/goals • Meaning/Emotion - Visual Propositions (on Hillary Clinton’s Website Homepage) • causality? • analogy? • contrast? generalization? • - Visual Propositions (watch short video) • technique - juxtaposition (causality?, analogy?, contrast?, generalization?) • your personal context/filter (culture, knowledge, values, needs/goals) • emotion & meaning 2 Wednesday, May 4, 2016 COMM1300 (NO CLASS MONDAY) Visual Communication - Media Literacy • specific knowledge and skills that can help critical understanding and usage of the media • the ability to access, analyze, evaluate, and communicate messages in a variety of forms • critical thinking skill that allows audiences to develop independent judgements about media content - Impacts of Visual Literacy Messaris’ 4 Hypotheses • - Visual literacy is a prerequisite for the comprehension of visual media - Experience with visual media leads to enhancement of cognitive abilities - Visual literacy makes viewers more resistant to manipulations via visual media - Visual literacy increases aesthetic appreciation - Visual Literacy • Awareness and Appreciation • Visual ethics (example body image, newer ads) • Whats the message? What persuasive strategies is it employing? What additional messages impressions might it relate? Is the ad ethically problematic? Why? - Announcements: • activity: apply course KN to create a visual message - one or more photos, drawings, hybrid - a brief video (30 seconds max, with or without editing) - a remix (create new meaning from existing visuals) - meaning can come before or after - must be able to show it to another person in class Wednesday 1 Wednesday, May 4, 2016 - no text (written or spoken) • signs with text okay as long as you intended meaning is different from the explicit message of the sign • write your intended meaning out on separate piece of paper 2


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