Visual & Media Literacy Visual Literacy Terms

Balance: The way shapes are arranged Balance: The way shapes are arranged. When shapes are balanced, they create a feeling of order and harmony. When shapes are not balanced they create tension. Colour: Colour is made up of hue (or tint), intensity, and value. Hue or tint refers to the name of the colour, ex. Blue. Intensity is the purity and strength of a colour, ex. Dull. Value means the lightness or darkness of a colour. Colour is used to represent things the way they are, but also to create feeling.

Composition: The bringing together of parts or elements to form a whole; the structure, organization, or total form of a work of art. Contrast: The perceptual effect of the proximity of very different colours; to compare as to point out the differences; set off against one another. Emphasis: Drawing attention to something by use of colour, size or placement.

Focal Point: The main element, or area of interest, of a composition; what your eye is drawn to. Line: The basic unit of any image that has both length and direction. Straight lines often suggest order. Jagged lines can suggest power, fear or confusion. Curved lines may suggest motion or softness. Diagonal lines can suggest motion or tension. Message: Any thought, idea, or information, whether expressed in plain or secret language.

Mood: Is the atmosphere or feeling created by an artistic work. Perspective: A system for creating an illusion of depth or three-dimensional space on a two-dimensional surface. Usually refers to linear perspective, which is based on the fact that parallel lines or edges appear to converge and objects appear smaller as the distance between them and the viewer increases. Atmospheric (aerial perspective) creates the illusion of distance by reducing colour saturation, value contrast, and detail in order to imply the hazy effect of atmosphere between the viewer and distant object. Isometric perspective is not a visual or optical interpretation, but a mechanical means to show space and volume in rectangular forms. Parallel lines remain parallel; there is no convergence.

Proportion: The comparative size relationship of parts to a whole and to one another. Scale: The size or apparent size of an object seen in relation to other objects, people or its environment. Tone: Expresses the author’s attitude toward his or her subject. Archetype: a recurrent symbol or motif in literature or art, which may be a character type, theme, image, or particular pattern of events.

Connotation: The associations (ideas or feelings) that an image or symbol evokes. Critical approach: A method or manner of interpreting or evaluating an artistic work. A critique of this type is often based on a particular set of ideals or beliefs. (eg., a feminist critique would be based on feminist theories and ideas.) Denotation: The literal or primary meaning of a word, picture, or symbol.

Existentialism: A theory that emphasizes the existence of the individual person as a free responsible agent determining his or her own development in a meaningless world through acts of will. Existentialism tends to be atheistic, to belittle scientific knowledge, and to deny the existence of objective values, stressing instead the reality and significance of human freedom and experience. Foregrounding: Giving unusual prominence to one element or property of a text or visual.

Graphics: Charts, graphs, diagrams, illustrations, and other visuals that are the product of graphic arts (the visual and technical arts that involve design, drawing, painting, etc.). Graphics are designed to convey information, ideas, and moods or feelings visually. Implicit: Implied, not plainly expressed. Inference: A conclusion reached on the basis of evidence and reasoning.

Juxtaposition: The placement of two elements side by side to highlight a contrast or other effect through their association. The elements may be words, images, ideas, or quotations that would not normally be associated. Mass Media: The main means of mass communication (especially and traditionally newspapers and broadcasting) regarded collectively Motif: A frequently recurring element to support a theme or dominant idea in a creative work.

Multimedia Presentation: A presentation using more than one medium of communication (e.g., audio-visual aids, computers, and drama). Photo Essay: An essay consisting of text matter and numerous photographs combined to present a particular point of view or perspective on a subject or issue. Propaganda: Information, especially of a biased or misleading nature, used to promote a particular political cause or point of view.

Symbol: A thing that represents, typifies, or recalls something else (e.g., a dove is a symbol of peace.). Tableau: A static or frozen scene formed by living actors in motionless poses; often a form of drama or a part of a drama. Theme: The central idea, focus, or motif in a work of art.