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An overview of different visual theories, starting with sensory theories (gestalt and constructivism) and the two major schools of semiotics.
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Visual Theories
Sensory Theories
Perceptual Theories
Similarity
Proximity
Continuity
Closure
Common Fate
Constructionism
Semiotics
Iconic Sign
Indexical Sign
Symbolic Sign
Chain of Associations (signifier chain)
Metonymic Sign
Analogig Sign
Displaced Sign
Condensed Sign
Photos: Iconic, Indexical or Symbolic?
Anchorage: Anchors desired meaning
Relay: Adds something not present in photo
Text and images:
35
http://www.thebubbleproject.com/
Click Baiting
Syntagm-paradigm
Pocahantas-Avatar
Deconstructing Shakira: Semiotics Case Study
signs are composed of
signifier = image signified = concept
A sign is a symbol, word, sound or image that represents an idea.
Media are coded with signs.
As viewers, we decode them.
a sign has two parts:
denoted meaning = what the thing isconnoted meaning = what it represents in context
+
=
?media are polysemic:
open to many interpretations
because we decode according to our life experience
Shakira denotes: woman, artist, musician, famous, young.Shakira connotes: freedom, America, power, attractiveness, sexuality
Types of codesTechnical: Symbolic: Words:edits objects fontsangles settings captionsmovement body language headlinesframing clothing place cardscolors creditslighting storyjuxtaposition
"Those who rule the management of symbols, rule the world."
C. Wright Mills
Broken/empty signifiers
Symbolic Resources/Cultural Commons
PUBLIC ENEMY
Reverse colonization: Blue people invade semiosphere
http://youtu.be/FhbOufut4CE
Belo Monte dam fight
Indonesian activists from the Center for Orangutan Protection
Li Yalong
South Korean Earth Day