Monday 13 October 2014

OUGD401 Context of Practice Lecture - Visual Literacy

Visual literacy is the ability to interpret, negotiate and make meaning from information presented in the form of an image.
In this lecture we were taught that pictures can be read. We were all presented with a sign. A blue stick with a ball on top, and a pink zig zag with a ball on top. We all knew what this sign meant - toilets. We all knew that the blue meant mens toilets, and the pink meant womens toilets. These are all rules that we have come to accept. 
The conventions of visual communication are a combination of universal and cultural symbols. We have all come to an agreement that one thing will stand for another.
We were also taught about visual syntax, and visual semantics, and to be visually literate requires an awareness of these.
VISUAL SYNTAX - Refers to the structure and visual organisation of elements within the image, affecting the way that we "read" it.
VISUAL SEMANTICS - Refers to the way an image fits into a cultural process of communication.

We also learned some other key definitions involving visual literacy:

SEMIOTICS - The study of signs and sign processes, indication, designation, likeness, analogy metaphor, symbolism, signification, and communication
VISUAL SYNECDOCHE - This term is applied when a part is used to represent the whole, or vice versa. Main subject is substituted for something directly connected to it, e.g. The Statue of Liberty representing New York,
VISUAL METONYM - A symbolic image that is used to make reference to something with a more literal meaning. By way of association the viewer makes a connection between the image and the intended subject. Unlike Visual Synechdoche, Visual Metonym has a close relationship but is not directly linked, e.g. Yellow cabs representing New York,
VISUAL METAPHOR - Used to transfer the meaning from one image to another, e.g. The Big Apple.

Overall I found this lecture really interesting and I learned a lot of key terms to improve my understanding of visual literacy. 

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