audiovisual literacy. educated cultured able to read and write what is literacy?

Audiovisual Literacy

Audiovisual LiteracyAudiovisual Literacy


� EducatedEducated

� CulturedCultured

� Able to read and writeAble to read and write

What is LITERACY?What is LITERACY?


ALPHA/NUMERIC ALPHA/NUMERIC LITERACYLITERACY

� able to able to interpretinterpret messages messages encoded in alpha/numeric signs encoded in alpha/numeric signs following established codes following established codes (rules)(rules)

� able to able to createcreate messages using messages using alpha/numeric signs following alpha/numeric signs following established codes (rules)established codes (rules)

Able to Able to readread and and writewrite


LITERACY–DefinitionLITERACY–Definition

Literacy is the learned ability to Literacy is the learned ability to interpretinterpret and to and to createcreate messagesmessages in an appropriate sign system to in an appropriate sign system to achieve a desired outcome for achieve a desired outcome for specified receivers.specified receivers.


AUDIOVISUAL AUDIOVISUAL LITERACYLITERACY

� AURAL LITERACYAURAL LITERACY: The learned : The learned ability to interpret & to create ability to interpret & to create messages using messages using spoken words, spoken words, natural & artificial sounds, music, natural & artificial sounds, music, and/or silence.and/or silence.

� VISUAL LITERACYVISUAL LITERACY: The learned : The learned ability to interpret & create messages ability to interpret & create messages using using pictures, graphics, pictures, graphics, alpha/numeric signs and/or blank alpha/numeric signs and/or blank space.space.


INTERPRET–CREATE INTERPRET–CREATE The two sides of literacyThe two sides of literacy

READ • • • • • • • • • • • WRITEREAD • • • • • • • • • • • WRITE

LISTEN • • • • • • • • • SPEAKLISTEN • • • • • • • • • SPEAK

VIEW • • • • • • • • • • • IMAGEVIEW • • • • • • • • • • • IMAGE

InterpretInterpret CreateCreate


SEMIOTICSSEMIOTICS

� SemioticsSemiotics is the is the study of study of signssigns..

American Philosopher, C.S. American Philosopher, C.S. Peirce is one of those Peirce is one of those credited with developing credited with developing this field of study.this field of study.

� A A SIGNSIGN is anything which is anything which stands for something else.stands for something else.


SEMIOTICSSEMIOTICS

TREE real tree

� SemioticsSemiotics is the is the study of signsstudy of signs. . American Philosopher, C.S. Peirce is one of American Philosopher, C.S. Peirce is one of those credited with developing this field of those credited with developing this field of study.study.

� A A SIGNSIGN is anything which stands for is anything which stands for something else.something else.


SIGNSSIGNS

� ICONICICONIC SIGNS SIGNS look like or sound look like or sound like like the thing being the thing being represented.represented.

Drawings which Drawings which represent the subject represent the subject communicate by communicate by resemblanceresemblance. So do . So do photographs, paintings, photographs, paintings, and sculptures. and sculptures.


SIGNSSIGNS

� INDEXICALINDEXICAL SIGNS have a SIGNS have a logical logical connectionconnection to what they to what they representrepresent

“Where there’s smoke, there’s fire.”So we have a logical reason to believe thatthis picture represents a house fire.


SIGNSSIGNS

� SYMBOLICSYMBOLIC SIGNS have no logical SIGNS have no logical connection, but have connection, but have conventional conventional meaningmeaning

The cross is an object which we have learned is associated with Christianity.

The connection between the symbol and what it means is historical, not logical.


CODESCODES

� A collection of A collection of laws and laws and rulesrules for using signs for using signs

� A system of A system of conventionsconventions we are taughtwe are taught


Characteristics of IMAGESCharacteristics of IMAGES

� collection of signscollection of signs

� each sign has each sign has meaningmeaning

� each image may have each image may have many levels of many levels of meanings and many interacionsmeanings and many interacions among among meaningsmeanings

� images can be in peoples’ heads, but images can be in peoples’ heads, but images are often images are often MEDIATEDMEDIATED

� images are connected to images are connected to information, information, values, beliefs, attitudes, and ideasvalues, beliefs, attitudes, and ideas


IMAGES are visual messagesIMAGES are visual messages

� the the personperson who creates them who creates them

� the the audienceaudience who receives them who receives them

� the the designdesign of the message of the message

� the the societysociety in which they exist in which they exist

� the the mediummedium which carries them which carries them

Images vary in many ways, but specifically with regard to:


Understanding IMAGESUnderstanding IMAGES

� what we what we knowknow

� what we believewhat we believe

� what we want (need)what we want (need)

How we understand images is influenced by:



� what we knowwhat we know

� what we what we believebelieve

� what we want (need)what we want (need)




� what we knowwhat we know

� what we believewhat we believe

� what we what we want (need)want (need)



INTERPRET–CREATE INTERPRET–CREATE The two sides of literacyThe two sides of literacy

READ • • • • • • • • • • • WRITEREAD • • • • • • • • • • • WRITE

LISTEN • • • • • • • • • SPEAKLISTEN • • • • • • • • • SPEAK

VIEW • • • • • • • • • • • IMAGEVIEW • • • • • • • • • • • IMAGE

InterpretInterpret CreateCreate


VISUAL IMAGE CREATION VISUAL IMAGE CREATION Definition Definition

� IMAGEIMAGE: a collection of : a collection of signs combined to signs combined to communicate specific communicate specific informaton, values, informaton, values, beliefs, attitudes, or beliefs, attitudes, or ideasideas


FUNCTIONS OF VISUALSFUNCTIONS OF VISUALS

AffectiveAffective

� Attract AttentionAttract Attention

� Maintain Continuity/ Maintain Continuity/ Sustain AttentionSustain Attention

� Generate EmotioGenerate Emotionn

�ReferentReferent�SimplifySimplify�ElaborateElaborate�ComparisonComparison

�Advance OrganizerAdvance Organizer�CueCue�Reduce Cognitive StrainReduce Cognitive Strain

Information ProcessingInformation Processing

UnderstandingUnderstanding

� SummarizeSummarize

� Multi-channel Multi-channel RedundancyRedundancy


VISUAL IMAGE CREATION VISUAL IMAGE CREATION Design Factors Design Factors

� SelectionSelection of signs of signs

� ArrangementArrangement of signs of signs within the visual framewithin the visual frame

� LegibilityLegibility of the signs and of the signs and overall imageoverall image


SELECTION OF SIGNSSELECTION OF SIGNS

� AudienceAudience

� OutcomeOutcome

� Subject MatterSubject Matter

� Number of SignsNumber of Signs

� SIMPLIFYSIMPLIFY


ARRANGEMENT OF ARRANGEMENT OF SIGNSSIGNS



� Rule of ThirdsRule of Thirds




� Sequence or MovementSequence or Movement





� FramingFraming





� FramingFraming

� CueingCueing





� FramingFraming

� CueingCueing

� BalanceBalance





� FramingFraming

� CueingCueing

� BalanceBalance

� UnityUnity





� FramingFraming

� CueingCueing

� BalanceBalance

� UnityUnity

� SIMPLIFYSIMPLIFY


LEGIBILITYLEGIBILITY

� SizeSize



� SizeSize

� Contrast (color; figure/ground)Contrast (color; figure/ground)



� SizeSize


� Sharpness/ResolutionSharpness/Resolution


� SizeSize



� ComplexityComplexity



� SizeSize



� ComplexityComplexity

� SIMPLICITYSIMPLICITY



AUDIOVISUAL AUDIOVISUAL LITERACYLITERACY

Aural/Visual LiteracyAural/Visual Literacy

The The learned abilitylearned ability : :

to understand (to understand (interpretinterpret) accurately ) accurately the communication of aural and visual the communication of aural and visual signs (sounds, images) in any signs (sounds, images) in any medium,medium,

and to express oneself (and to express oneself (createcreate) with ) with such signs using one or more of the such signs using one or more of the aural and visual media.aural and visual media.

audiovisual literacy. educated cultured able to read and write what is literacy?

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