Definition "The ability to construct meaning from visual
images and type, effectively communicating ideas, concepts and content to
different audiences in a range of contexts."
In this lecture we looked at how visual literacy is affected by audiences, context, media and the method of distribution. How images of the present, past and different cultures are interpreted. and the ability to produce pictures that can be read.
Visual communication
is made up of presentational symbols whose meaning results from their existence
in particular contexts. Although we understand most universal symbols, being visually
literate requires an awareness of the relationship between Visual
Syntax and Visual Semantics.. these are:
Visual Syntax
The syntax of
an image refers to the pictorial structure and visual organisation of elements.
it represents the basic building blocks of an image that affect the way we
‘read’ it, elements include:
Framing,
format, scale, colour, font, stroke, weight, shape, composition, layout,
motion, light, rhythm, space, depth, texture, text, words, tone, shade, line,
mark, direction, editing, manipulation, simplification, emphasis layering,
hierarchy, etc.
Visual Semantics
The semantics of
an image refers way an image fits into a cultural process of communication. It
includes the relationship between form and meaning and the way meaning is
created through:
Cultural references,
social ideals, religious beliefs, political ideas, historical structures,
iconic forms, social interaction, individual experience, recognised symbols,
established signs, etc.
Semiotics
The study of signs and
sign processes (semiosis), indication, designation,likeness, analogy metaphor,
symbolism, signification, and communication.
Semiotics is closely
related to the field of linguistics, which studies the structure and meaning of
language.
Semiotics also studies
non-linguistic sign systems, visual language and visual literacy.
Visual Synedoche
This term is applied
when a part is used to represent the whole, or vice versa.
Visual Metonym
A visual metonym is a
symbolic image that is used to make reference to something with a more literal
meaning.
Visual Metaphor
A visual metaphor is
used to transfer the meaning from one image to another.
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