Audiovisual Literacy
Audiovisual Literacy
Audiovisual Literacy
What is LITERACY?
•Educated
•Cultured
•Able to read and write
Audiovisual Literacy
ALPHA/NUMERIC
LITERACY
Able to read and write
•
•
able to interpret messages
encoded in alpha/numeric signs
following established codes
(rules)
able to create messages using
alpha/numeric signs following
established codes (rules)
Audiovisual Literacy
LITERACY–Definition
Literacy is the learned ability to
interpret and to create messages
in an appropriate sign system to
achieve a desired outcome for
specified receivers.
Audiovisual Literacy
AUDIOVISUAL
LITERACY
•
•
AURAL LITERACY: The learned
ability to interpret & to create
messages using spoken words,
natural & artificial sounds, music,
and/or silence.
VISUAL LITERACY: The learned
ability to interpret & create messages
using pictures, graphics,
alpha/numeric signs and/or blank
space.
Audiovisual Literacy
INTERPRET–CREATE
The two sides of literacy
Interpret
Create
READ • • • • • • • • • • • WRITE
LISTEN • • • • • • • • • SPEAK
VIEW • • • • • • • • • • • IMAGE
Audiovisual Literacy
SEMIOTICS
•
•
Semiotics is the study of
signs.
American Philosopher, C.S.
Peirce is one of those
credited with developing
this field of study.
A SIGN is anything which
stands for something else.
Audiovisual Literacy
SEMIOTICS
•
Semiotics is the study of signs.
•
A SIGN is anything which stands for
something else.
American Philosopher, C.S. Peirce is one of
those credited with developing this field of
study.
TREE
real tree
Audiovisual Literacy
SIGNS
•
ICONIC SIGNS look like or sound
like the thing being represented.
Drawings which
represent the subject
communicate by
resemblance. So do
photographs, paintings,
and sculptures.
Audiovisual Literacy
SIGNS
•
INDEXICAL SIGNS have a logical
connection to what they
represent
“Where there’s smoke,
there’s fire.”
So we have a logical
reason to believe that
this picture represents
a house fire.
Audiovisual Literacy
SIGNS
•
SYMBOLIC SIGNS have no logical
connection, but have conventional
meaning
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.
Audiovisual Literacy
CODES
•
A collection of laws and
rules for using signs
•
A system of conventions
we are taught
Audiovisual Literacy
Characteristics of IMAGES
•
•
•
•
•
collection of signs
each sign has meaning
each image may have many levels of
meanings and many interacions
among meanings
images can be in peoples’ heads, but
images are often MEDIATED
images are connected to information,
values, beliefs, attitudes, and ideas
Audiovisual Literacy
IMAGES are visual messages
Images vary in many ways, but
specifically with regard to:
• the person who creates them
• the audience who receives them
• the design of the message
• the society in which they exist
• the medium which carries them
Audiovisual Literacy
Understanding IMAGES
How we understand images is
influenced by:
• what we know
• what we believe
• what we want (need)
Audiovisual Literacy
Understanding IMAGES
How we understand images is
influenced by:
• what we know
• what we believe
• what we want (need)
Audiovisual Literacy
Understanding IMAGES
How we understand images is
influenced by:
• what we know
• what we believe
• what we want (need)
Audiovisual Literacy
INTERPRET–CREATE
The two sides of literacy
Interpret
Create
READ • • • • • • • • • • • WRITE
LISTEN • • • • • • • • • SPEAK
VIEW • • • • • • • • • • • IMAGE
Audiovisual Literacy
VISUAL IMAGE CREATION
Definition
•
IMAGE: a collection of
signs combined to
communicate specific
informaton, values,
beliefs, attitudes, or
ideas
Audiovisual Literacy
FUNCTIONS OF VISUALS
Affective
Understanding
•
•
• eferent
R
• implify
S
• laborate
E
•Comparison
•
Attract Attention
Maintain Continuity/
Sustain Attention
Generate Emotion
Information Processing
• dvance Organizer
A
•
• ue
C
•
• educe Cognitive Strain
R
Summarize
Multi-channel
Redundancy
Audiovisual Literacy
VISUAL IMAGE CREATION
Design Factors
•
•
Selection of signs
•
Legibility of the signs
and overall image
Arrangement of signs
within the visual frame
Audiovisual Literacy
SELECTION OF SIGNS
•
•
•
•
•
Audience
Outcome
Subject Matter
Number of
Signs
SIMPLIFY
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
• Framing
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
• Framing
• Cueing
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
• Framing
• Cueing
• Balance
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
• Framing
• Cueing
• Balance
• Unity
Audiovisual Literacy
ARRANGEMENT OF
SIGNS
• Rule of Thirds
• Sequence or Movement
• Framing
• Cueing
• Balance
• Unity
• SIMPLIFY
Audiovisual Literacy
LEGIBILITY
•Size
Audiovisual Literacy
LEGIBILITY
•Size
•Contrast (color; figure/ground)
Audiovisual Literacy
LEGIBILITY
•Size
•Contrast (color; figure/ground)
•Sharpness/Resolution
Audiovisual Literacy
LEGIBILITY
•Size
•Contrast (color; figure/ground)
•Sharpness/Resolution
•Complexity
Audiovisual Literacy
LEGIBILITY
•Size
•Contrast (color; figure/ground)
•Sharpness/Resolution
•Complexity
•SIMPLICITY
Audiovisual Literacy
AUDIOVISUAL
LITERACY
Aural/Visual Literacy
The learned ability :
to understand (interpret) accurately
the communication of aural and visual
signs (sounds, images) in any
medium,
and to express oneself (create) with
such signs using one or more of the
aural and visual media.