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Transcript

Visual Culture

JR (2017) Giant Picnic. Mexican-US border installation

Learning outcomes

Demonstrate knowledge and understanding in the process and contexts of interpreting visual material. Show an understanding and independent interpretation of the roles of both producer and viewer in visual communication. Apply research skills in the construction and presentation of a coherent discussion on topics relevant to the course material.

L01

L02

L03

session 1

practical exercises

week 3

Week 3 Session 1 Objectives:

  • Teacher Led Practical Exercises
1) To develop exercises (group and individual) that introduces students to conceptual analysis. 2) To discuss ways of engaging and discussing an image’s meaning. 3) To engage with different images from different sectors. 4) To present findings to the class.

session 1 objectives

session 2

conceptual analysis and discussion

Week 3 Session 2 Objectives:

  • To understand conceptual analysis by studying how the private sector promotes their market interests through visual culture.
  • To discuss the creation, purposes, and meanings of their campaigns, and how they influence behaviours, ideals, and cultural trends.

session 2 objectives

Conceptual Analysis is concerned with analysing the idea or ideas illustrated or represented by an image. In all sectors we study, images strive to convey an idea or message somehow. Be it an illustration of a story, a dramatic moment or even just some simple things in life that would bring a smile to your face. This is evident in advertising campaigns, where images trigger conceptual thinking to give the viewer an experience quite remote from the photographed object. Meanings that are apparent and effective without explanation; sometimes, no title, caption or text to explain the concept is needed. The meaning is self-evident.

conceptual analysis

week 3 Glossary

Conceptual Analysis

Conceptual analysis is the process of analysing a visual object concerning the ideas the image illustrates. By doing so, you can gain a greater understanding of its intended message and meaning.

examples of visual culture from the private sector

what do you think is the message of these images? discuss

notes to remember

1. Mood, Tone, and Atmosphere: Conceptual analysis focuses on the mood or tone conveyed by visual elements such as color, composition, and lighting. These elements create an emotional response or atmosphere, shaping how the viewer interprets the image's message or meaning.2. Relationships Between Elements: This analysis explores how objects, figures, or elements within the image interact with each other. The way these relationships are visually represented—through proximity, scale, or contrast—can reflect deeper conceptual themes like power dynamics, harmony, or conflict. 3. Underlying Themes and Messages: Conceptual analysis looks beyond the surface content to explore the deeper themes or ideas the image expresses. By examining how formal elements are used to address the subject matter, students can uncover the image’s underlying message or ideology, such as critiques of society, identity, or political commentary. 4. Effectiveness of the Visual Strategy: Evaluating how well the visual strategies align with the image's purpose or genre is central to conceptual analysis. Students assess whether the formal choices—like abstraction versus realism—effectively communicate the intended idea or feeling, particularly within the image’s specific cultural or artistic context.

case study - private sector

The following case study will focus on five examples of visual production developed by the private sector in different parts of the world. By private sector, we mean private businesses that generate images to communicate with their client and/or potential custumers. We aim to understand the concept of such forms of visual communication to discern their message and ideas further. This case study is relevant because it references how this particular sector develops strategies to communicate with its clients and/or potential customers; secondly, it will introduce you to conceptual analysis, the third and final leg of the Visual Analysis Framework. For this purpose, we will: a) Conduct conceptual visual analysis of 5 visual pieces from around the world.

how to conduct visual analysis?

Visual Culture discusses the context, materiality, impact, and meaning of visual objects created in specific locations.However, how do we analyse an image?There are many ways to analyse images. For this module, we have chosen the following Visual Analysis Framework:

  • Conceptual Analysis [Today's focus is Conceptual Analysis]
  • Formal Analysis
  • Contextual Analysis
The following slides will provide you with questions you should ask yourself every time to help you develop visual analysis. As you will discover, not all questions apply all the time; it is your job to see which questions are most relevant depending on the images you are analysing.

questions for conceptual analysis

What mood or tone is created by the use of visual elements and principles? What kind of relationship is there between objects or elements in the image? How do visual elements and principles highlight these relationships? What content or subject matter does this image reference? How does it address this content? What underlying message does the piece seem to send about its content based on the formal choices made? .i.e. How does the use of visual elements and principles relate to the content? What aspects of the piece are more or less successful based on the purpose of the piece or the criteria expected for the genre? (e.g. public art should engage a general public, realistic art should accurately capture reality, an advertising campaign should create awareness and/or increase sales.)

Love Agency’s “Become Someone Else” campaign for Lithuania’s Mint Vinetu Bookstore.

Farenheit DDB Peru “Let Them Run Free” campaign for Dukto Drain Opener.

Jung von Matt Hamburg developed the “Create” campaign for Lego that was inspired by Michelangelo’s The Creation of Adam.

Perwanal Saatchi & Saatchi’s ad for Jakarta, Indonesia’s pet emporium JAKPETZ promotes Frontline Flea & Tick Spray with a huge floor⁠ sticker ad in a shopping center.

conclusion

Understanding an image's concept is essential as it deepens our ability to interpret and engage with visual media. Conceptual analysis moves beyond surface details, encouraging us to explore the underlying themes, messages, and emotional tones conveyed through visual elements. By critically assessing how these elements communicate complex ideas, we gain a broader understanding of how images shape cultural narratives, influence public perception, and reflect societal values. Mastering this skill enhances our analytical abilities and prepares us to think critically about the visual world and its role in shaping meaning..

session 3

student led practical exercisesportfolio development