Cop Lecture 4 : Visual Literacy

Visual literacy

 Ability to construct meaning from images and type; interpreting images from present past and range of cultures and produce images that effectively communicate a message to an audience 

Mcluhan*

-chronologicaldecelolment (democratisation)

Landscape of digital culture where technology itself develops its own social context 

Visual literacy is images that can be read 

Conventions of visual communication are a combination of universally and cultural symbols (universal languages/symbols)

Vc is made of presentation symbols whose meaning results from their existence in particular context 

Narrowing meanings of symbols by putting it into context as some other shambles have other meanings that can mean something when on its own

We all have inbuilt ways of interpreting things as it's so engraved in us and some of them being right and wrong that we unconsciously interpret things 

We can think of them positivelyor negstivley as the dumbos have their own connotations and also depending on your Point of view and experiences 

When we see a symbols we bring into that symbol  what we know and experience whether they are actual or taught 

There's an agreement and format in which symbols are perceived and we all agree about it 

We use colour and shape in order to make and create symbols that can be learnt

You cna manipulate symbols in order to relate it to the context you are trying to get

You apply your knowledge into the the symbol 

The Beatles - identifying certain people through details from knowledge and heritage or sign symbols inferences and information that we have all seen and gathered 

Semiotics- visualnsyntax and visual semantics( recognising the visual and cultural)

Syntax if an image refers to a OK tuiral structure and visual organisation of elements it represents the basic building block of an image that affect the way we read it (affecting the way someone reads what we are doing through e.g. Drama gets format scale colour font stroke weight shape composition layout motion light rhythm space depth texture text words tone shade line e.g. 

Pulling experience and knowledge and context, using layout etc

Visual semantics - image refers way an kmage fits into a cultural process of communication it includes the relationship between Form and meaning and the way meaning is communicated (learnt symbols)

There are Symbols that have the same meaning but can be dif to different people due to age culture etc

Semiotics- sign, symbol and signifier

Study of sights and sign processes (semiosis) indication designation etc

Visual synecdoche - part is used to represent the whole or vice versa however it only works if we recognise it 

Main subject is simply substituted to the main one

Visual metonym- symbolic image that is used to make reference to something with a more literal meaning ; association the viewer makes a connection between the image and intense subject due to films books tv shows etc 

Visual metaphor- transfer the meaning from one jmage to another ; although images may have nocose relationship a metaphor conveys an impression avoutbsomething relatively unfamiliar comparing or associating it worth something familiar

"Work the metaphor"

-we have to get better at and review how we work a meaning of one im thing to another; the layout framing, context etc 

-take meaning and symbols and the way we organise it through semiotics and communicate it

-people need to know the basic kwldge of symbols in order for them To understand it

-we control imagery (visual lie) in order to manipulate how people interpret it