3. Visual Communication Flashcards
In what sense is a photo a token of absence?
A photo is a “token of absence” because it represents something that’s no longer there. It captures a moment that’s already passed, making it a symbol of the past.
Do photos allow us to engage with reality?
Photos don’t let us truly engage with reality. They give us more of an “image” of reality, shaped by the photographer, making things feel less real and more artificial.
What does ‘recycling the real’ means, as by photographs?
“Recycling the real” in photography means using real moments captured in photos for different purposes or emotions, changing their original meaning. It shows that photography is subjective and can tell different stories.
In Sontag’s view, what are the different uses of photography, both positive (e.g. documenting reality, create art…) and dark ones (e.g. voyeurism, traumatizing, spreading ideologies)?
It shows real life, makes art, keeps memories, and talks about important things. But it also can invade privacy, show upsetting things, spread bad ideas, and make people care more about images than real life.
How many meanings can a photograph have?
A photo can have an indefinite number of meanings, shaped by both creators and viewers based on their background, emotions, and the context. These meanings can be literal, emotional, symbolic, contextual, personal, political, social, or artistic.
In what ways can photography be regarded as ‘acquisition’?
It helps us acquire images, knowledge, perspectives, skills, and memories
What are the differences between dramatic, non-dramatic and interactive storytelling?
Dramatic storytelling is about relationships and emotions, while non-dramatic stories have a fixed structure without interaction. Interactive storytelling lets the audience make choices, changing how the story unfolds.
How can storytelling be captivating, according to Bergström?
Storytelling captivates audiences by evoking emotions, building authenticity, providing memorable contexts, engaging the audience, and inspiring action. These elements create deeper connections and make communication more impactful.
What are the parts of the efficient visual argumentation technique for Bergström (delimitation, structure, argument)?
Efficient visual argumentation involves clearly defining the scope (what is going to be included or not), a structured presentation of visual elements to guide the viewer (design, pattern), and an argument supported by credibility, logic, and emotion. They can be one-sided (only positives) or two-sided (pros and cons).
What are the differences between creating for advertising messages (instrumental, relational) vs. news messages (dramatic and non-dramatic staging)?
They have different purposes and content. Advertising messages focus on product features (instrumental approach) or emotional connections (relational approach) to sell, while news messages use dramatic staging for emotional engagement or non-dramatic staging for factual reporting to inform and educate.
How can text and image work together (cf. harmony and disharmony)?
When text and images work together smoothly, they complement each other and convey the same message (cook book). But if they clash or don’t fit well, it confuses and distracts the audience.
How can the semiotic concepts icon, index, symbol be applied to elements of this interplay of text and image?
Text and image work together through icons (resembles the thing it represents), indexes (suggests or implies something else - smoke), and symbols (cultural meaning not relates to actual thing - heart).
How can the intended vs. interpreted meaning of images differ?
The intended meaning of an image is what the creator wants to convey, while the interpreted meaning is what people understand, often influenced by their background and culture, leading to different interpretations.
What is the role of ideology in producing and interpreting images?
Ideology shapes image creation and interpretation. Creators embed beliefs in images, affecting how people perceive them. Viewers interpret images through their own beliefs, and repeated exposure to certain images can reinforce societal beliefs.
What kind of viewing strategies can one apply when consuming mass media texts and images (decoding, Hall; textual poaching, De Certeau)?
When consuming media, you can think about what the content means to you and how it fits with your views (Decode) or remix or reinterpret the content in your own way, like making memes or fan art (Textual Poach).
