Wednesday, March 4, 2009
reading images: Ch2
In chapter 2, the authors discussed the narrative representations in visual communication and the relationship between visual structures and linguistic structures. They pointed out that “visual image and diagrams work in the same way as language and they can “say” the same thing as language in different ways” (p.50). “Represented participants” is one of the major components in visual communication including interactive participants which is the act of communication and represented participants who constitute the subject matter of the communication. Two theories could be used to identify the participants: formal art theory and functional semiotic theory.
The author pointed out that participants are connected by a vector to represent doing something or a process, and the vector always present in narrative structure. In addition in narrative structure, actors also play an important role and defined as” the participants from whom or which the vector departs” (p.59). There are six kinds of narrative processes which are action process, reactional process, speech and mental process, conversation process, geometrical symbolism and circumstances. “Those narrative processes can be distinguished on the basis of the kinds of vector and the number and kind of participants involved “(p.63).
In action process, when images or diagrams have only one participant, the action is called nor-transactional process that is no goal or aimed. In contradict, in a narrative visual proposition, a transactional process have two participants: one is the actor and the other is the goal. Some transactional structures are non-directional and some are bidirectional. Besides, in reactional process, the vector is formed by an eye line, by the direction of the glance of one or more of the represented participants (p.67). reactional process can also be transactional process or non-transaction process. Furthermore, speech process and mental process is the vector in comic strips. In geometrical symbolism, the meanings of image are constituted by their symbolic value. Moreover, the author mentioned that in circumstances structure, the tools used in action process often represent as circumstances of mean and there is no clear vector between the tool and its user.
In sum, the relation between vectors and participants forms different kinds of narrative process. The visual image or diagrams can represent narrative meaning the same as language.
The author pointed out that participants are connected by a vector to represent doing something or a process, and the vector always present in narrative structure. In addition in narrative structure, actors also play an important role and defined as” the participants from whom or which the vector departs” (p.59). There are six kinds of narrative processes which are action process, reactional process, speech and mental process, conversation process, geometrical symbolism and circumstances. “Those narrative processes can be distinguished on the basis of the kinds of vector and the number and kind of participants involved “(p.63).
In action process, when images or diagrams have only one participant, the action is called nor-transactional process that is no goal or aimed. In contradict, in a narrative visual proposition, a transactional process have two participants: one is the actor and the other is the goal. Some transactional structures are non-directional and some are bidirectional. Besides, in reactional process, the vector is formed by an eye line, by the direction of the glance of one or more of the represented participants (p.67). reactional process can also be transactional process or non-transaction process. Furthermore, speech process and mental process is the vector in comic strips. In geometrical symbolism, the meanings of image are constituted by their symbolic value. Moreover, the author mentioned that in circumstances structure, the tools used in action process often represent as circumstances of mean and there is no clear vector between the tool and its user.
In sum, the relation between vectors and participants forms different kinds of narrative process. The visual image or diagrams can represent narrative meaning the same as language.
Thursday, February 26, 2009
Wednesday, February 25, 2009
reading images: introduction & Ch1
In the first chapter the author described the relationship between visual communication and linguists. Spoken and Written language have been used for communicate in our society as well as visual image. Images have different functions between illustration, decoration and information. In order to produce message easily interpretation and to make suitable form for its participants, communication and representation play important role in semiotics. The major notation in semiotics is the sign making including signifiers (the form) and signified (the meaning). The concept of denotation relates to the signified that an image denotes something to communicate with participants. In our society, we use a variety of visual signs to represent and communication. The meaning of visual sign may be interpreted or constructed differently across culture.
A sign may mean one thing to a certain affinity people, may have an entirely different meaning to different people. For example, the following sign have different meanings across countries.
A sign may also have common meaning in different culture such as the signs of rest room. Whenever we travel to different countries, we could easily find the restroom by looking the sign.
A sign may mean one thing to a certain affinity people, may have an entirely different meaning to different people. For example, the following sign have different meanings across countries.
A sign may also have common meaning in different culture such as the signs of rest room. Whenever we travel to different countries, we could easily find the restroom by looking the sign.
Thursday, February 19, 2009
Ch9-10
In chapter nine, the author discussed scientific images and its means of representing knowledge in science. Scientific images are a visual way and expert representation to know the world. With the growth of image technology, scientific images could see the truth beyond the human eye and provide insight into the humankind body interior such as X ray, ultrasound image. The images of body’s interior interpret by medical professional to understand how the physical body function and have evoked the transcendence of the real that contribute a sense of the readable and transformable body . Further, the scientific images develop the mapping of the human genome to identify the genes that constitute the human chromosome. Struken & Cartwright stated that “now we live in a “reality” we understand to exist at the molecular, invisible level” (p.376). The mapping of human genome can be used in not only changing disease-causing genes but also changing difference of mental capacity and other attributes of human being that present an evident of improvement of human life. The mapping of human genome has also raised the argument about the cloning and selective breeding. The genetic images allow us to control over our body to change appearance and cognitive abilities and I wonder how the genetic images influence on social value and culture in contemporary society.
In tenth chapter, the author described the global visual culture, and how visual culture contributes to the process of globalization. The image circulated through print media, broadcast TV, and films around the world with the development of satellite and web. Through the communication technologies, the long distance connection facilitates the global flow of visual culture that increases the circulation of concepts, ideas, politics and cultural product. The movement of globalization make possible for people, products and culture to across nation boundaries that result in the trade liberalization and the emergence of global market. The global brands company used local strategies to market their brand differently in different places as an aspect of emergent cultural and national identities in different contexts. Struken & Cartwright pointed out that “two aspects of identity –the global and the local are inter dependent” (p404). With global trade liberalization and cultural exchange in a world moving toward a global village, I was wondering will the development of globalization facilitate the global culture that make difficult to identify national culture.
In tenth chapter, the author described the global visual culture, and how visual culture contributes to the process of globalization. The image circulated through print media, broadcast TV, and films around the world with the development of satellite and web. Through the communication technologies, the long distance connection facilitates the global flow of visual culture that increases the circulation of concepts, ideas, politics and cultural product. The movement of globalization make possible for people, products and culture to across nation boundaries that result in the trade liberalization and the emergence of global market. The global brands company used local strategies to market their brand differently in different places as an aspect of emergent cultural and national identities in different contexts. Struken & Cartwright pointed out that “two aspects of identity –the global and the local are inter dependent” (p404). With global trade liberalization and cultural exchange in a world moving toward a global village, I was wondering will the development of globalization facilitate the global culture that make difficult to identify national culture.
Thursday, February 5, 2009
avatar appearance
The initial appearance
The initial appearance is an avatar with black jacket and blue jeans including a white t-shirt. He has tattoos in his both arms and a long hair style.
standard avatar appearance
The digital version of my standard avatar appearance showed his characteristics as a digital traveler whose pastime is to travel different place to discover something different to everyday life, something new, worthy seeing site in this virtual environment.
summer outfit
A short sleeve polo shirt made by Nike, a pair of short blue jeans with matched tennis shoes and a pair of sunglassbecomes his summer outfit.
winter outfit
In winter time, my avatar wears a long sleeve white shirt and black formal pants as well as a black overcoat. He always layer two or three when it is cold so he won't freeze.
formal dress
In traditional western style of formal wear, he has a dark black suit and a white formal shirt with a gray tie. The formal dress will be suitable for him to participate in formal social events.
Wednesday, February 4, 2009
ch 7-8
In chapter seven, the author discussed the relationship between advertising image and customer culture. Through the message of advertising, consumers receive different perceptions about brands and products. Because in consumerism, people are under the physical and mental exhaustion, the consuming of commodities can offer therapeutic function to enhance self-fulfillment or personal improvement. Usually the advertising explicitly or implicitly convey the image of better live, health lifestyle, better appearance, self improvement that create consumer relationship to brands and establish the brand or product is necessary to daily life. In addition, the advertising also attaches personal emotion and cultural affection to connote specific meaning for consumer like belonging, prestige, style. For instance, in modern society people will buy certain brands to show their prestige or in upper class like Gucci, Louis Vuitton, Prada.
In addition, the author also discussed viral marketing. Advertisers employed marketing techniques to disseminate their brand awareness through consumer’s social network or to sell their products by word of mouth. The product information communicated by word of mouth also has an added layer of credibility. For example, when we decide to take a trip, we search information on the travel blog to get some personal travel experience or we will ask our friend or family members to get some recommendation on our tourism decision making. With the development of computer technology, the online discussion forum or online communities will create new forms of distributing advertising message to target niche consumers. In today consumer society full of commercial and advertising information I am wondering would the viral marketing be more effective than traditional marketing like TV, newspaper, or radio.
In eighth chapter, the author discussed the postmodernism and the relationship with popular culture. Sturken and Cartwright stated that “the postmodern is characterized by the questioning of the supposed universality of structural knowledge as well as skepticism the modern belief in the universality of progress” (p312). In postmodernism, we rethink the traditional paradigm and there is no absolutely truth in postmodernism’s world. Postmodernism remake or rework mass and popular culture as an approach to reflex to our real life activity. Sturken and Cartwright also declared that “postmodern style redefined the notion of authorship and the relationship of production, distribution and consumption that has been enabled by changing technologies and new cultural practices” (p334). Rework or remark became a style of postmodernism to create art and I wonder if the ides of originality in art and the value of true are no longer important for postmodern artist.
In addition, the author also described the growing of digital technologies and virtual experience, postmodern space emphases on the “non-space” like Second Life. Second Life, which is an online world and simulated space, can create virtual identities for user and provide the function of virtual society, economics, and community similar to real world. The avatar represents actual body in real world to engage in the social interaction and activities in online space. How do we think about the impact of virtual reality in social structure of the real world through psychological, and other types of interactions?
In addition, the author also discussed viral marketing. Advertisers employed marketing techniques to disseminate their brand awareness through consumer’s social network or to sell their products by word of mouth. The product information communicated by word of mouth also has an added layer of credibility. For example, when we decide to take a trip, we search information on the travel blog to get some personal travel experience or we will ask our friend or family members to get some recommendation on our tourism decision making. With the development of computer technology, the online discussion forum or online communities will create new forms of distributing advertising message to target niche consumers. In today consumer society full of commercial and advertising information I am wondering would the viral marketing be more effective than traditional marketing like TV, newspaper, or radio.
In eighth chapter, the author discussed the postmodernism and the relationship with popular culture. Sturken and Cartwright stated that “the postmodern is characterized by the questioning of the supposed universality of structural knowledge as well as skepticism the modern belief in the universality of progress” (p312). In postmodernism, we rethink the traditional paradigm and there is no absolutely truth in postmodernism’s world. Postmodernism remake or rework mass and popular culture as an approach to reflex to our real life activity. Sturken and Cartwright also declared that “postmodern style redefined the notion of authorship and the relationship of production, distribution and consumption that has been enabled by changing technologies and new cultural practices” (p334). Rework or remark became a style of postmodernism to create art and I wonder if the ides of originality in art and the value of true are no longer important for postmodern artist.
In addition, the author also described the growing of digital technologies and virtual experience, postmodern space emphases on the “non-space” like Second Life. Second Life, which is an online world and simulated space, can create virtual identities for user and provide the function of virtual society, economics, and community similar to real world. The avatar represents actual body in real world to engage in the social interaction and activities in online space. How do we think about the impact of virtual reality in social structure of the real world through psychological, and other types of interactions?
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