Visual Strategies


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Presentation for Online and mobile media class. MDIA5003.

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Visual Strategies

  1. 1. Visual Strategies<br />Paulina Tjandrawibawa<br />MDIA5003<br />
  2. 2. Introduction<br />What is Visual Strategy?<br />Concept to explore meaning making practice of visual texts<br /> (Intertextuality, Genre, Discourse)<br />Conclusion<br />
  3. 3. The World Wide Web is rapidly becoming <br /> a popular new medium for communicating messages and ideas.<br />Visual elements contribute immediate & greater understanding of the message being presented compared to using text only.<br /> <br />Basic visual design elements used in creating web sites: images, typography, colour, icons, grids and layout<br />Introduction <br />
  4. 4. What is Visual Strategy?<br />It is a strategy of how we use visual elements to:<br />-  Complement and emphasize the textual message<br />-  Tell story and make meanings of text<br />-  Add aesthetic appeal to the web<br />
  5. 5. Intertexuality<br />Meaning: <br /> Substituting other texts for experience in daily life as a reference system <br /> (Lefebvre, 1971)<br /> (text being defined as anything that can be ‘read’ include books, movies, images, music)<br />Can be used for a number of purposes:<br />humour, criticism, symbolism<br />
  6. 6. Examples of Intertextuality in Popular Media<br />Cinema<br />Creation of Adam painted by Michaelangelo (circa 1511)<br />Bruce Almighty (2003),<br />Universal Pictures<br />
  7. 7. Cartoon<br />Oily animals, Gulf spill<br />Obama on day one, Political cartoon<br />Television<br />News Title<br />“ 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<br />The Simpsons<br />
  8. 8. Contemporary Art<br /><ul><li> The people wrapped in newspapers represent the faceless and voiceless masses
  9. 9. The euphoria of democracy witnessed a flood of new tabloids
  10. 10. Newspapers and magazines overwhelming the city with news and opinions thus tending to dwarf our ability to think for ourselves</li></ul>Budi Ubrux, “Interruption”<br />
  11. 11. Genre<br />Meaning: <br /> Category – often be divided into sub-genre<br /> (Genre: News, Sub-genre : business, sport,<br /> technology,...)<br />Genre helps inform a potential reader what to expect emotionally, structurally, and intellectually. <br />Creates a set of expectations to the reader<br />
  12. 12. Sub-genre of web site determined by the function and purpose used to construct web sites (uses of verbal, visual, spatiality, etc)<br />Example:<br /> -<br /> -<br /> -<br />
  13. 13. Discourse<br />Meaning: <br /> A set of statements that articulate a particular way of thinking, feeling, and being in the world. (Foucault)<br />Example in our culture: Religion <br /> - Our understanding of historical matters is defined by story tellers/experts. <br /> - We go on the stories that have been produced and preserved throughout time <br />
  14. 14. Another Example:<br /> German Fraktur Type which was used in Germany until the end of WW II, has values to be associated with Nazi party.<br />
  15. 15. Conclusion<br />Visual strategies are chosen for both aesthetic satisfaction and communication effectiveness purpose.<br />By using the right strategy it will captivate audience attention.<br />
  16. 16. Bibliography<br />• Farkas, David and Jean B. Farkas. 2002. Principles of Web Design. Washington: <br /> Pearson Education, Inc., p241-271<br /> <br />•      McNeil, Patrick. 2008. The Web Designer’s Idea Book. Ohio” HOW Books<br />•     Goldman,Robert. Intertextuality.<br /><br />•      Ennis, Tim. Translation and Discourse.<br /><br /> <br />•      Cross, Laura. Nonfiction Ink.<br /> <br />•     Werner, Walt. On Political Cartoons and Social Studies Textbooks: Visual Analogies,Intertextuality, and Cultural Memory.<br /><br /> <br />• cle&id 84&Itemid=144<br /> <br />•     Porter, Joshua. Where Visual Design Meets Usability<br /> <br />•<br />•<br /> notion-of-discourse/<br />