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Visual Communication 2017 (Week 2 (Barthes’ semiotics (Denotation (literal…

- - - - Examples of paradigmatic choices
        
        Spatially
        
        Perspective
        
        Color
        
        Cropping
        
        Font
  - - - Signifier
      - Signification
    - - specific substitution; spatiality, perspective, color, cropping, (new shirt)
        
        The individual choices of item.
        Why these clothes?
        Why the yellow shirt?
        Why a parking meter?
    - - how we arrange things; (dog-God)
        
        Why rainy image on top?
        Why search bar in the middle?
        Why woman in center?
  - - - Mediate
        
        Organize
        
        Reconstruct
      - Example: Child labor
    - - Systems of representation (structured by rules and conventions specific to a given culture) do not just reflect reality, they can
        mediate, organize, construct, and reconstruct the story
        
        Flexible
        
        Changing
        
        Dynamic
  - - - literal meaning (kids, man, wife, boat, BBQ)
    - - feelings (family, happy, vibrant colors)
    - - societal ideologies (need luxury items to have a good time, perfect family, gender roles)
  - - - Denotative: meaning reliant upon literal description
      - Connotative: meaning reliant upon cultural and historic context of images and viewers
  - - - Icon - motivational (Bathroom sign / photo of tree)
        Symbol - conventional (Nike symbol)
- - - - Dominant ideologies are often offered as common sense
      - Dominant ideologies are in tension with other forces and hence constantly in flux
    - - Conglomerates
      - NAZI Rule
  - - - Primary vs. Secondary sources who has the power in creating these messages, context?
  - - - Manufactured goods based country, but with growth of technology we became more about valuing language and lifestyles
  - - - Simpsons
- - - - refers to the century
        Modernism (art)
        
        1860s’1970’s a group of styles and movements in art, architecture, literature, and cultures
      - Artists embraced form and function, ignoring bourgeois embellishment
      - New forms of knowledge should reveal new truths
      - Simple form and order
- - - - See how ideology, power, and politics of representation act in our society
    - - Example: how multicultural is the magazine cover
      - Example:
        Identify
        Variables: features you can count (sex, facial expressions, hair color)
        Values: possibilities for those variables (sex: m/f, haircolor: brown/blonde)
  - - - Political and social dimensions of technologies
      - Adapting them to new ways of making images shapes one epistemic
      - Apparatus theory: study of inner workings of imaging technologies
      - Aura: spirit of the photo
        The aura of unique works gives theme the quality of authenticity, which cannot be reproduced. Aura is not a quality the work materially holds, but on e that is imputed to the work by a culture that holds uniqueness in high regard. (related to reproduction)
- - - - Meaning is produced through the way of different modes of the circuit of culture.
        high/low culture divide questioned.
  - - - “A mode of experimental behavior linked to the conditions of urban society: a technique of rapid passage through varied ambiances”
      - French for drift
      - Participants let themselves be drawn by the attractions of the terrain and the encounters they find there rather than a map or the structure and paths around them
      - Debord suggests that this occurs within small groups of 2 or 3 where people have the same level of awareness
      - Founded “Situationists International” - blurred the idea between life and art through staged and spontaneous actions
      - Symbols of resistance
      - Response to Modernism types of structures
      - Instead of following the formed built environment it is more about drifting based on our feeling and emotions.
    - - Challenging the idea of the urban, Potential situations are created in the intersection of urban terrain and emotional disorientation, visual product of the derive/drifting, architecture directs us in a certain way
- - - - Representational (what’s in the image)
        Narrative (get enough info to tell a story) versus conceptual images (vague, blurred background)
      - Interactional (how the image engages us)
        Contact (gaze, offer & demand), social distances (how close we stand to someone, closer = more intimate), power/involvement (angle of the image, above or below the viewer)
      - Compositional (how the image is arranged)
        Information value (where are the items position on the page, before/after images), framing (how it is divided on the page), salience (how images are made to stand out), modality