1. Audiovisual Literacy

2. • Educated • Cultured • Able to read and write What is LITERACY?

3. Audiovisual Literacy ALPHA/NUMERIC LITERACY • able to interpret messages encoded in alpha/numeric signs following established codes (rules) • able to create messages using alpha/numeric signs following established codes (rules) Able to read and write

4. Audiovisual Literacy LITERACY–Definition Literacy is the learned ability to interpret and to create messages in an appropriate sign system to achieve a desired outcome for specified receivers.

5. Audiovisual Literacy AUDIOVISUAL LITERACY • AURAL LITERACY: The learned ability to interpret & to create messages using spoken words, natural & artificial sounds, music, and/or silence. • VISUAL LITERACY: The learned ability to interpret & create messages using pictures, graphics, alpha/numeric signs and/or blank space.

6. Audiovisual Literacy INTERPRET–CREATE The two sides of literacy READ WRITE LISTEN SPEAK VIEW IMAGE Interpret Create

7. Audiovisual Literacy SEMIOTICS • Semiotics is the study of signs. American Philosopher, C.S. Peirce is one of those credited with developing this field of study. American Philosopher, C.S. Peirce is one of those credited with developing this field of study. • A SIGN is anything which stands for something else.

8. Audiovisual Literacy SEMIOTICS TREE real tree • Semiotics is the study of signs. American Philosopher, C.S. Peirce is one of those credited with developing this field of study. • A SIGN is anything which stands for something else.

9. Audiovisual Literacy SIGNS • ICONIC SIGNS look like or sound like the thing being represented. Drawings which represent the subject communicate by resemblance. So do photographs, paintings, and sculptures.

10. Audiovisual Literacy SIGNS • INDEXICAL SIGNS have a logical connection to what they represent “Where there’s smoke, there’s fire.” So we have a logical reason to believe that this picture represents a house fire.

11. Audiovisual Literacy SIGNS • SYMBOLIC SIGNS have no logical connection, but have conventional meaning The cross is an object which we have learned is associated with Christianity. The connection between the symbol and what it means is historical, not logical.

12. Audiovisual Literacy CODES • A collection of laws and rules for using signs • A system of conventions we are taught

13. Audiovisual Literacy Characteristics of IMAGES • collection of signs • each sign has meaning • each image may have many levels of meanings and many interacions among meanings • images can be in peoples’ heads, but images are often MEDIATED • images are connected to information, values, beliefs, attitudes, and ideas

14. Audiovisual Literacy IMAGES are visual messages • the person who creates them • the audience who receives them • the design of the message • the society in which they exist • the medium which carries them Images vary in many ways, but specifically with regard to:

15. Audiovisual Literacy Understanding IMAGES • what we know • what we believe • what we want (need) How we understand images is influenced by:

16. Audiovisual Literacy Understanding IMAGES • what we know • what we believe • what we want (need) How we understand images is influenced by:

17. Audiovisual Literacy Understanding IMAGES • what we know • what we believe • what we want (need) How we understand images is influenced by:

18. Audiovisual Literacy INTERPRET–CREATE The two sides of literacy READ WRITE LISTEN SPEAK VIEW IMAGE Interpret Create

19. Audiovisual Literacy VISUAL IMAGE CREATION Definition • IMAGE: a collection of signs combined to communicate specific informaton, values, beliefs, attitudes, or ideas

20. Audiovisual Literacy FUNCTIONS OF VISUALS Affective • Attract Attention • Maintain Continuity/ Sustain Attention • Generate Emotio n • Referent • Simplify • Elaborate • Comparison • Advance Organizer • Cue • Reduce Cognitive Strain Information Processing Understanding • Summarize • Multi-channel Redundancy

21. Audiovisual Literacy VISUAL IMAGE CREATION Design Factors • Selection of signs • Arrangement of signs within the visual frame • Legibility of the signs and overall image

22. Audiovisual Literacy SELECTION OF SIGNS • Audience • Outcome • Subject Matter • Number of Signs • SIMPLIFY

23. Audiovisual Literacy ARRANGEMENT OF SIGNS

24. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds

25. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement

26. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement • Framing

27. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement • Framing • Cueing

28. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement • Framing • Cueing • Balance

29. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement • Framing • Cueing • Balance • Unity

30. Audiovisual Literacy ARRANGEMENT OF SIGNS • Rule of Thirds • Sequence or Movement • Framing • Cueing • Balance • Unity • SIMPLIFY

31. Audiovisual Literacy LEGIBILITY • Size

32. Audiovisual Literacy LEGIBILITY • Size • Contrast (color; figure/ground)

33. Audiovisual Literacy LEGIBILITY • Size • Contrast (color; figure/ground) • Sharpness/Resolution

34. Audiovisual Literacy • Size • Contrast (color; figure/ground) • Sharpness/Resolution • Complexity LEGIBILITY

35. Audiovisual Literacy • Size • Contrast (color; figure/ground) • Sharpness/Resolution • Complexity • SIMPLICITY LEGIBILITY

36. Audiovisual Literacy AUDIOVISUAL LITERACY Aural/Visual Literacy The learned ability : to understand (interpret) accurately the communication of aural and visual signs (sounds, images) in any medium, and to express oneself (create) with such signs using one or more of the aural and visual media.