The document discusses visual communication, design, and communities of practice around these fields. It addresses questions around what practices and communities exist, who is involved, and definitions of key terms like visual culture, visual communication, and design. It also examines identities, participation, and learning within communities of practice, looking at components like identification, imagination, and engagement.

1. Willy Geurts CBRD Centre of Applied Research into Brand Reputation and Design Management School of Communication Media &Music

3. De bewegende blik The moving gaze

5. Communities of Practice around Visual Communication Identity Meaning and Learning Willy Geurts

6. What are the Practices? What are the Communities? What is Visual Communication? Who is involved in the field of Visual Communication?

8. School of Communication Media and Music A visually designed object the design science destruction deconstruction construction structure discourse movement system prove every day life creativity play inspiration aesthetics norms & values form and judgement convention and new effectiveness

9. School of Communication Media and Music Identity of professionals around visual objects the development of design Theories Structuralism Semiotics Creative approaches to problem solving Practices around design / visual communication Architecture of learning of professionals around visual objects Practices of users and consumers of visual objects

10. Visuele cultuur Visuele communicatie Vormgeving / design

11. School of Communication Media and Music Definitions visual culture Shared practices of a group, community or society, where meaning is made out of the visual, auditive and textual world of representations. Those aspects of culture that are manifested in a visual form – paintings, print work, pictures, film, television, video, advertisements, news, scientific images Sturken en Cartwright: Practices of Looking

13. Definitions design Traffic in two directions: creative and analytic thinking. As applied creativity, as problem solving, as learning, as a social process, as play 1] Designed by men. Non-verbal communication. Design gives functional and emotional values to a product. [2] A plan to arrange elements in such a way that a specific aim will be reached best. [3] [1] Dorst, Understanding design, 2003 [2] Van Thiel and Michels: De basis van design management, 1998 [3] Eames in Laurel: Design research, 2003

14. School of Communication Media and Music Definitions of design Design [4] as art Design as problem solving Design as a creative act Design as a group of related professions Design as industry Design as a process What is the relationship of design with economy and culture? [4] Rachel Cooper, Mike Press, The Design Agenda , 1999

16. Definition Visual Communication The process of verbal and non-verbal interaction with designed signs and objects and the interpretation of those visual signs and objects as a group and as an individual.

17. School of Communication Media and Music negotiability identification Ecology of identity

18. School of Communication Media and Music Identities of non-participation Identities of participation Mode of belonging Identities of non-participation Identities of participation negotiability identification Ecology of identity

19. School of Communication Media and Music structure a guide or a perspective Alignment Imagination Engagement Identities of non-participation Identities of participation Mode of belonging Identities of non-participation Identities of participation negotiability identification Ecology of identity

20. School of Communication Media and Music structure a guide or a perspective economies of meaning value for money, artistic values versus economical values communities periphery members of different communities or making one over time ownership of meaning because of history, cultural interests forms of membership alignment imagination engagement Identities of non-participation Identities of participation Mode of belonging Identities of non-participation Identities of participation negotiability identification Ecology of identity

21. - A social ecology of identity structure a guide or a perspective economies of meaning value for money, artistic values versus economical values communities peripheral members of different communities or making one over time ownership of meaning because of history, cultural interests forms of membership Literal compliance as in contracts Persuasion through directed experience alignment Rejection, Submission to hierarchy Allegiance to a social movement Assumption that someone else understands what is going on Vicarious experience through stories imagination Prejudice through stereotypes about ‘the designer’ and ‘the manager’ Affinity felt by the professionals being part of a ‘union’ or network Marginality through having one’s ideas ignored, rejected, denied Having one’s ideas adopted, understanding the products the other makes engagement Experience of boundaries through a mistake, or as an apprentice or as a new colleague Circle of professionals doing projects together for many years Identities of non-participation Identities of participation Mode of belonging Identities of non-participation Identities of participation negotiability identification identity

22. School of Communication Media and Music Design - Learning - components and dimensions identification/ negotiability local/ global designed/ emergent participation/ reification alignment imagination engagement

23. School of Communication Media and Music Design - Learning - components and dimensions mutuality through shared action, situated negotiation, marginalization identification/ negotiability multi membership, brokering, peripherality, conversations local/ global situated improvisation within a regime of accountability designed/ emergent combining them meaningfully in actions, interactions and the creation of shared histories participation/ reification alignment imagination engagement

24. School of Communication Media and Music Questions & remarks on engagement How? What is central and what is marginalized? shared action, situated negotiation, marginalization identification/ negotiability Examples of practices. Of what circles are people member of? hierarchy of the community? the designer and the manager in the periphery? the brokering process? conversations taking? What is the language? Multi membership, brokering, peripheral, conversations local/ global What are the characteristics these days? What are guidelines on paper? And are they practiced? situated improvisation within a regime of accountability designed/ emergent examples? How does exchange of meaning take place, dialogue and discussions? actions, interactions and the creation of shared histories participation/ reification Questions & remarks engagement

25. School of Communication Media and Music Design - Learning - components and dimensions new trajectories, empathy, stereotypes, explanations identification/ negotiability models, maps, representations, visits, tours local/ global scenarios, possible worlds, simulations, perceiving new broad patterns designed/ emergent stories, playing with forms, recombinations, assumptions participation/ reification alignment imagination engagement

26. School of Communication Media and Music Questions & remarks on imagination What are stereotypes? What are role models? How do they perform? new trajectories, empathy, stereotypes, explanations identification/ negotiability How do representations work here? models, maps, representations, visits, tours local/ global What are these and what becomes of them in reality? scenarios, possible worlds, simulations, perceiving new broad patterns designed/ emergent What stories do people tell? What assumptions are tough? stories, playing with forms, recombinations, assumptions participation/ reification Questions & remarks imagination

27. School of Communication Media and Music Design - Learning - components and dimensions inspiration, fields of influence, reciprocity of power relations identification/ negotiability standards, shared infrastructures, centres of authority local/ global communications, feedback, coordination, renegotiation, realignment designed/ emergent styles and discourses participation/ reification alignment imagination engagement

28. School of Communication Media and Music Questions & remarks on alignment Which role models do we know? Which best practices do we know? inspiration, fields of influence, reciprocity of power relations identification/ negotiability Standards? Does literature provide a kind of standard? What are centres? standards, shared infrastructures, centres of authority local/ global Examples of practice Written and oral sources Visual versus verbal communications, feedback, coordination, renegotiation, realignment designed/ emergent styles and discourses participation/ reification Questions & remarks alignment

29. School of Communication Media and Music Design - Learning - components and dimensions inspiration, fields of influence, reciprocity of power relations new trajectories, empathy, stereotypes, explanations mutuality through shared action, situated negotiation, marginalization identification/ negotiability standards, shared infrastructures, centres of authority models, maps, representations, visits, tours multi membership, brokering, peripherality, conversations local/ global communications, feedback, coordination, renegotiation, realignment scenarios, possible worlds, simulations, perceiving new broad patterns situated improvisation within a regime of accountability designed/ emergent styles and discourses stories, playing with forms, recombinations, assumptions combining them meaningfully in actions, interactions and the creation of shared histories participation/ reification alignment imagination engagement

31. Matrix of design development Gui Bonsiepe 1999 Phases Design debate Design research Design training Design policy Professionalization Management

32. Matrix of design development Gui Bonsiepe 1999 Phase 5 Maturity Phase 4 Expansion and consolidation Phase 3 Start of institutionalization Phase 2 Embryonic development Phase 1 Proto-design Design debate Design research Design training Design policy Professionalization Management

34. Matrix of design development Gui Bonsiepe 1999 Phase 5 Maturity Publication of design books Design / scholarly studies, production of new knowledge Differentiated range of courses Design research as a new profession International competitions, conferences as media events Product development in every sector Multi-disciplinary teams / as strategic factor in corporate policy Phase 4 Expansion and consolidation Special design magazines started Studies in bionics, methodology and colour theory Specialization, e.g. in transport, theoretical courses Thematic exhibitions, competitions with financial rewards Recognition of professions and associations, firms integrate designers in their structure Scientific instruments and machines, highly complex products Phase 3 Start of institutionalization magazines include a section on design Start of design related courses, ergonomics preferred field of research Courses set up to supplement engineering or architecture courses Design centres set up, design groups in public institutions, Search for identity and definition of specific design services Household objects, simple consumer goods Phase 2 Embryonic development Articles on design as a cultural phenomenon in periodicals None Experimental courses as workshops Lectures by experts from industrial countries; Design autodidactic. Outsider in the industrial system. Seen as a cultural mission Furniture design Phase 1 Proto-design None None Informal training None None No design as a separate area. Design debate Design research Design training Design policy Professionalization Management

35. Why and how do conventions change? What makes a brochure, a website, a magazine, an event get a different form? What makes something popular, famous, valuable? Why do viewers in a specific social-historical situation think a certain design is convincing? Are there differences between my values and the values a certain object implies? Whose space of thinking and acting might be limited, explicitly or implicitly by a certain designed object? In what way might societal structures influence these appreciations or rejections? the continuous movement of construction, destruction and deconstruction

36. what visual language, visual elements images political opinions knowledge myths ideologies and other visual works are present in given visual object of research?

37. School of Communication Media and Music Visualizing models Dogs Question marks Small Cashcows Stars Large Small Large Grow market Market share

38. School of Communication Media and Music

39. School of Communication Media and Music 1 Physical 2 Safety 3 Social 4 Appraisal 5 Development

40. School of Communication Media and Music self recognition social contact safety and security physical needs

41. School of Communication Media and Music Deming circle: act, plan, do, check . plan do check act

42. School of Communication Media and Music David Kolb

43. School of Communication Media and Music Plan for Action Select & Strengthen Solutions Generate Ideas Clarify the Problem Gather Data Identify Goal, Wish, Challenge Acceptance Finding Solution Finding Idea Finding Problem Finding Fact Finding Objective Finding AF SF IF PF FF OF

44. School of Communication Media and Music 7 phase model of the design management process Geurts, Hughes, Lazenby (2003)