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Visual Literacy

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A group of acquired competencies for interpreting and composing visible messages. ... Are knowledgeable designers, composers, and producers of visual information. ... – PowerPoint PPT presentation

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Title: Visual Literacy


1
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Visual Literacy ???????? ??????
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???? ???????? ????? 27.6.2007
2
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3
Definitions of Visual Literacy
A group of acquired competencies for interpreting
and composing visible messages.
A visually literate person is able to
(a) discriminate, and make sense of visible
objects as part of a visual acuity
(b) create static and dynamic visible objects
effectively in a defined space
Sims E, OLeary R Cook J, Butland G (2002) Visual
literacy What is it and do we need to use
learning technologies effectively?
4
Students Who Are Visually Literate
  • Have Working Knowledge of Visuals Produced or
    Displayed through Electronic Media
  • Understand basic elements of visual design,
    technique, and media.
  • Are aware of emotional, psychological,
    physiological, and cognitive influences in
    perceptions of visuals.
  • Comprehend representational, explanatory,
    abstract, and symbolic images.
  • Apply Knowledge of Visuals in Electronic Media.
  • Are informed viewers, critics, and consumers of
    visual information.
  • Are knowledgeable designers, composers, and
    producers of visual information.
  • Are effective visual communicators.
  • Are expressive, innovative visual thinkers and
    successful problem solvers.

Source http//www.ncrel.org/engauge/skills/vislit
.htm
5
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Media Literacy
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6
The Challenge
  • How to teach it effectively ?

7
Pedagogy
Learning outcomes
Technology
8
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9
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10
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11
Focal Points ?????? ?????
12
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13
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14
Velazquez Philip IV 1624
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El Greco Portrait of a Cardinal 1600
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    ??????

16
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Cindy Sherman Untitled Film Still 16 1978
17
Jeff Wall Woman with a covered tray 2003
200x160cm
18
  • Bvlgari Ad 2007

19
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20
???? ??????
???????? ?????? ?? ????? ?????? ?????? ?????
????? ??????? ????? ?????? ?? Theoretical and
Critical Knowledge (Raney, 1999 Stankiewicz,
2003)
??? ????? ?????? ????? ???????? It is a
performative interpretation (Tavin, 2003)
21
The Theoretical Framework
Levels of Meanings
Categories for Analysis
Categories for Analysis
22
The Theoretical Framework
The unique feature of this theoretical framework
is that it offers common categories and levels of
meaning both for Reading and Writing of
images.
Thus a synergy is created between the activity of
reading image and the activities of writing
them or between theory and practice
23
In practice Photo Analysis by Categories
24
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25
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26
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27
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Theoretical Framework Three Levels of Meaning
Advertisement for Krug Champagne 2002
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Theoretical Framework Three Levels of Meaning
Factual
A scene in a forest with the letter K made from
branches with white flowers arranged on it.
Interpretive
The letter K is a metaphor for a piece of jewelry
, the flowers are replacing the diamonds. a
romantic association for the act of creating the
letter.
Conceptual
A different association. Unlike the diamonds and
fancy cars of the past, here the romance is
simpler and connected to nature. Appeal to
younger and lower income consumers.
Krug Champagne
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Photo Analysis Three Levels of Meaning???????
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Analysis of photographs Three Levels of Meaning
33
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34
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On Visual Literacy, Visual Culture, Visual
Education
The teaching of visual literacy or media literacy
is of great relevance in contemporary society
since we are living in the era of visual culture
where our daily experiences are shaped largely by
the flood of images.
One of the phenomena of the digital age is the
ease of transfer of visual materials via
communication technologies in general and the
internet in particular.
Using e-Learning strategies to teach visual
literacy offers new kind of synergy that has two
advantages. The first is that careful matching
of pedagogy and technology produces very
effective learning outcomes. The second is that
learning and teaching practices are not removed
from the students daily experiences.
36
???? ????? Sequential Assignments
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37
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38
???? 2004-2007
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39
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40
End2
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