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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

portfolio development

week 6

Week 6 Session 1 Objectives:Portfolio Development 1) To develop visual analysis using the visual analysis framework. [Formal – Contextual - Conceptual]. 2) To identify the producers and the viewers of the image.3) To discuss ways of engaging and discussing an image’s context. 4) To have one-to-one tutorials.

session 1 objectives

notes to remember on the visual analysis framework

formal analysis

conceptual analysis

contextual analysis

visual analysis framework

This image illustrates the Visual Analysis Framework we are using for the VC portfolio. As you can see, every corner is essential to complete the anaysis; if one part is missing, the analysis is incomplete.

session 2

portfolio development

week 6

Week 6 Session 2 Objectives: Portfolio Development1) To develop visual analysis using the visual analysis framework. [Formal – Contextual - Conceptual]. 2) To identify the producers and the viewers of the image.3) To discuss ways of engaging and discussing an image’s context.4) To have one-to-one tutorials.

session 2 objectives

session 3

sustainability and the environment in visual culture analysis and discussion

1) To study the strategies for communication around the themes of sustainability and evironmentalism. 2) To discuss about the historical creation of unsustainable systems and how communities use creativity to address these issues through activism, fiction, and art. 3) To understand and highlight the importance of imagination in creating a sustainable future.

session 3 objectives

As we have insisted throughout this term, images communicate, and ideas are spread through society using images. Ideas dictate our societies: concepts such as democracy, justice, work, and money are ideas that make our way of living possible. Sustainability is an idea that has been gaining strength over the past decades. It is not only a principle of action, but sustainability is also a norm of regenerative practices and resource restoration, manifested in and supported by the United Nations in their 17 Sustainability Development Goals (SDGs, United Nations, 2022). Sustainable development has become an issue of fundamental importance for all national and local authorities. Most experts agree that our current rate of growth is not sustainable. In fact, some suggest that unless significant action is taken, we will need two worlds’ worth of resources to support us by 2050.

sustainability as a concept

Sustainable development (defined as “Meeting the needs of the present generation without compromising the ability of future generations to meet their own needs” is both a vision and a process. It rests on the three pillars of environmental protection, economic development and social progress, and involves issues of international relevance such as poverty reduction, climate change and the conservation of biodiversity.

communicating sustainability

What role strategic communication has played in shaping sustainability as a guiding principle?

To truly make a difference, private companies and public entities must learn how to communicate their efforts effectively, ensuring that all stakeholders are informed, engaged, and inspired to take action. But what does effective sustainability communication look like, and how can it drive meaningful change?

communicating sustainability

What is Sustainability Communication? It is communication aimed at influencing behaviour and attitudes to promote sustainable practices. Why is it Important? Public engagement and awareness are crucial for tackling global sustainability challenges, including climate change, resource management, and environmental degradation.Narratives influence behaviour and cultural practices. Shifting societies interest from eternal growth and monetization towards collective engagement and sustainability requires clear strategies of communication framed positively that appeal to our emotions and resonate with public sentiment and needs. Let's see some examples

algeria’s ENVIRONMENT TRAIN Campaign

frances’s Energy savings. Hurry up, it’s getting warmer

new zealand the big clean-up

spain's Campaign on Sustainable Development

Think with your lungs. Recycle

The world needs a shift. We can make trainers by reclying plastic bottles in the yellow containers.

key takeaways

Successful sustainability campaigns use relatable, positive messaging. Engagement at both the individual and community levels is essential. Tailored approaches based on local culture and needs can significantly increase impact.

private sector

The private sector is also intetreseted in mobilising the concept of sustinability

Organizations develop sustainability narratives that reflect their values and practices. Niche construction is a dynamic process, requiring adaptation to changing environmental and societal needs. By constructing niches, organizations influence both public perception and regulatory frameworks, contributing to systemic change in sustainability practices.

Turning Awareness into Action

The Power of Effective Communication in Sustainability With greenwashing on the rise, businesses face growing scrutiny around their sustainability claims. It has never been more crucial for firms to grasp the importance of clear, honest communication when it comes to sustainability.

Patagonia

Patagonia has long been known for its environmental activism, Patagonia takes a holistic approach to sustainability communication, integrating it into their brand values, product offerings, and public messaging. Patagonia’s “Don’t Buy This Jacket” campaign encouraged consumers to buy less and reduce waste, highlighting their commitment to sustainability over profit. The message was clear, bold, and aligned with their values of reducing environmental impact. They maintain transparency through the Patagonia Footprint Chronicles, which shows the environmental impact of their supply chain. This open communication builds trust and demonstrates accountability.

Lush

Known for its handmade cosmetics, with a strong emphasis on ethical sourcing, minimal packaging, and fighting animal testing. Lush uses bold, transparent messaging to highlight their values, such as their “Naked“ campaign promoting package-free products, encouraging consumers to reduce waste. Lush communicates its commitment to social and environmental causes through activism. For example, the “Charity Pot“ program donates to grassroots organisations focused on sustainability, animal welfare, and human rights. Lush doesn’t shy away from controversial issues, directly engaging consumers with calls to action.Lush uses its stores as platforms for sustainability education, where staff actively engage customers in discussions about the ingredients and packaging used in products.

Rainforest Alliance

The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices, and consumer behaviour. The “Follow the Frog“ campaign helps consumers understand the importance of purchasing products with the Rainforest Alliance seal, which signifies that the product supports sustainable practices. This simple, recognizable symbol empowers consumers to make eco-friendly choices. They effectively communicate through storytelling by highlighting real-world impacts of their work with farmers, indigenous communities, and ecosystems. Their website and social media channels feature videos, infographics, and reports showcasing how their work helps protect rainforests and improve livelihoods.

Ben & Jerry’s

Ben & Jerry’s communicates beyond traditional corporate sustainability by actively supporting social movements. They’ve taken public stances on climate policy, racial justice, and LGBTQ+ rights. Their communication is bold, unapologetic, and aligns deeply with the values of their socially conscious consumers. They utilise their website and social media to highlight their activism. Their blog features detailed posts on climate change, political activism, and fair trade. They also use fun, engaging graphics and videos to convey complex issues simply.

notes to remember

So, how can businesses ensure they are communicating their sustainability initiatives effectively? 1) Tailor made messaging: Whether it’s employees, customers, or shareholders, each group will be motivated by different aspects of sustainability. Understanding what matters most to each audience allows for more targeted, impactful communication. 2) Multi-channel communication: Utilising a mix of digital platforms, social media, and traditional media ensures the message reaches the widest possible audience. Consistency across these platforms helps reinforce the message and build a cohesive narrative.3) Clear language: Businesses should always aim for clear, jargon-free language. Sustainability can be a complex topic, but that doesn’t mean communication around it needs to be convoluted. Storytelling, visual aids, and interactive formats, such as Q&A sessions or live discussions, can help engage the audience in a two-way dialogue.

conclusion

Effective communication is the cornerstone of successful sustainability efforts. By transparently sharing goals, progress, and challenges, businesses can build trust and credibility with stakeholders. This trust not only enhances brand reputation but also inspires meaningful action towards a sustainable future. Through clear, engaging storytelling and tailored messaging, companies and institutional bodies can bridge the gap between awareness and action, turning sustainability into a shared mission that benefits both business and society at large.