Introduction What is Visual Strategy? Concept to explore meaning making practice of visual texts (Intertextuality, Genre, Discourse) Conclusion
The World Wide Web is rapidly becoming a popular new medium for communicating messages and ideas. Visual elements contribute immediate & greater understanding of the message being presented compared to using text only.
Basic visual design elements used in creating web sites: images, typography, colour, icons, grids and layout Introduction
What is Visual Strategy? It is a strategy of how we use visual elements to: - Complement and emphasize the textual message - Tell story and make meanings of text - Add aesthetic appeal to the web
Intertexuality Meaning: Substituting other texts for experience in daily life as a reference system (Lefebvre, 1971) (text being defined as anything that can be ‘read’ include books, movies, images, music) Can be used for a number of purposes: humour, criticism, symbolism
Examples of Intertextuality in Popular Media Cinema Creation of Adam painted by Michaelangelo (circa 1511) Bruce Almighty (2003), Universal Pictures
Cartoon Oily animals, Gulf spill Obama on day one, Political cartoon Television News Title “ Catch Mei if you can” (reference to Spielberg’s movie title “catch me if you can”, linking to an article on the new Guy Pierce film Mei Mei) – mX News The Simpsons
The people wrapped in newspapers represent the faceless and voiceless masses
The euphoria of democracy witnessed a flood of new tabloids
Newspapers and magazines overwhelming the city with news and opinions thus tending to dwarf our ability to think for ourselves
Budi Ubrux, “Interruption”
Genre Meaning: Category – often be divided into sub-genre (Genre: News, Sub-genre : business, sport, technology,...) Genre helps inform a potential reader what to expect emotionally, structurally, and intellectually. Creates a set of expectations to the reader
Sub-genre of web site determined by the function and purpose used to construct web sites (uses of verbal, visual, spatiality, etc) Example: - www.smh.com.au - http://joblankenburg.com/english/ - http://saizenmedia.com/reinvented/
Discourse Meaning: A set of statements that articulate a particular way of thinking, feeling, and being in the world. (Foucault) Example in our culture: Religion - Our understanding of historical matters is defined by story tellers/experts. - We go on the stories that have been produced and preserved throughout time
Another Example: German Fraktur Type which was used in Germany until the end of WW II, has values to be associated with Nazi party.
Conclusion Visual strategies are chosen for both aesthetic satisfaction and communication effectiveness purpose. By using the right strategy it will captivate audience attention.
Bibliography • Farkas, David and Jean B. Farkas. 2002. Principles of Web Design. Washington: Pearson Education, Inc., p241-271
• McNeil, Patrick. 2008. The Web Designer’s Idea Book. Ohio” HOW Books • Goldman,Robert. Intertextuality. http://legacy.lclark.edu/~goldman/hypersig/hypersignification04.html • Ennis, Tim. Translation and Discourse. http://www.cels.bham.ac.uk/resources/essays/ennis3.pdf
• Werner, Walt. On Political Cartoons and Social Studies Textbooks: Visual Analogies,Intertextuality, and Cultural Memory. http://www.quasar.ualberta.ca/css/Css_38_2/ARpolitical_cartoons_ss_textbooks.htm