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Visual Communication

Integrating Media, Art, and Science

• By Rick Williams, Julianne Newton

• Price: $55.00
• Binding: Paperback
• Pages: 472
• Published by: Routledge
• Publication Date: 4th July 2007
• ISBN: 978-0-8058-5066-6

About the Book

A well-rounded education in the 21st century requires not just verbal and mathematical proficiency, but also the ability to interpret, critique, create, and use visual communication on sophisticated levels. In today’s visual world, it is critically important to hold an appreciation for the profound effects imagery has on individuals and the communities in which they live.

Visual Communication focuses on cultivating visual and media literacy from both consumption and production points of view and introduces students to the application of intuitive intelligence to a visual context. Innovative in its field, it provides a solid theoretical overview of the most advanced thinking and research about visual communication, teaching readers how to apply theory to enhance their understanding of and work with images.

This book is intended for students in visual literacy and communication courses. It can also be used in photojournalism courses and other coursework with a visual component. Individuals interested in mass media studies will likewise find the book to be a worthwhile read.

Table of Contents

PREFACE. Knowing Before Words

ACKNOWLEDGMENTS

INTRODUCTION. The Integrative Mind

Clarifying Terms

Visual Intelligence

Musical Intelligence

Psychological Intelligence

Physiological Intelligence

Understanding a Key Point

PART I. Vision and Intelligence.

Understanding Intelligence as Intuitive and Rational

CHAPTER ONE. Seeking Dynamic Balance: The Shaman, The Scientist, and the Theologian

She-Bear: The Power of Integrating Visual and Verbal Communication

A Theory of Integrative Mind

Table 1. Key Terms

Table 2. Key Ideas

Table 3. Primary Intuitive & Rational Cognitive Processes

CREATIVE ONE. The Intimate Eye: Accessing Your Inner Vision Through Creative Visualization

The Goal: Enhancing Your Creative Abilities

CHAPTER TWO. Abu Rocks: Integrating Perceptual and Conceptual Realities

CREATIVE TWO. Visualizing a Personal Symbolic Portrait

The Goal: Creative Problem Solving

CHAPTER THREE. Art and Personal Development: The Quest for Balance

Art and the Integrated Individual

The Stages of Artistic Development

CREATIVE THREE. The Perceptual to Conceptual Leap: First Drawings

The Goal: Creative Decision Making

CHAPTER FOUR. Overcoming Intuitive Illiteracy: Accessing Your Whole Mind

Repetition Techniques & Perception

Rational Bias & Visual Response

The Second Nature of Consciousness

CREATIVE FOUR. The Yin/Yang of Drawing: Drawing Contours, Not Features

The Goal: Integrating Ways of Seeing and Knowing

CHAPTER FIVE. Ulysses in His Right Mind: The Historical Intuitive Mind

Julian Jaynes: The Bicameral Mind & the Ancient Intuitive Mind

Bogen & Sperry and Distinctive Cognitive Processing

CREATIVE FIVE. Drawing the Figure: One Contour, One Space at a Time

The Goal: Drawing What You See

CHAPTER SIX. Multiple Intelligences and Nonconscious Biases: The Contemporary Intuitive Mind

Howard Gardner:Multiple Intelligence Theory

Table 4. Comparison of Integrative Mind and Gardner’s Multiple Intelligences

The Nature of Holistic Processing

Damasio: Nonconscious Mind and Behavior

Table 5. Visual/Spatial Intelligence

Table 6. Intrapersonal Intelligence

Table 7. Interpersonal Intelligences

Table 8. Bodily Kinesthetic Intelligence

Table 9. Musical Intelligence

Table 10. Naturalist Intelligence

Table 11. Complementary/Parallel Systems of Knowing

Bringing It All Together

CREATIVE SIX. Bringing It All Together: Drawing for Real

The Goal: Seeing Results of Cognitive Balance

PART II. Visual Illiteracy and Education. What We Don’t Learn

CHAPTER SEVEN. The Square Peg and the Round Hole: Education and Intuitive Intelligence

The Contemporary Vision

Cultivating the Intuitive

The Rational Side of Visual Literacy

The Intuitive Side of Visual Literacy

The Need for an Integrative New Approach

Table 12. Omniphasic Visual Literacy

Beyond Visual Literacy: A Holistic Approach to Being, Seeing, Knowing, and Creating

In Conclusion

Table 13. Summary of Theories Relevant to Omniphasism

CREATIVE SEVEN. Designing Shapes: Concept in Visual Form

The Goal: Communicating Concepts Visually

CHAPTER EIGHT. Visions in Voice: Language and the Intuitive Mind

Visions in Voice

Written Language

On Sounds and Signs

Words as Balanced Ways of Knowing

The Sounds of Words

The Form of the Presentation

Conclusion

CREATIVE EIGHT . The Visual Word: Giving Vision to Voice

The Goal: Integrating Visual and Verbal

CHAPTER NINE. Insight Out: Dreams and the Nonconscious Mind

An Example

The Role of Dreams in Human Knowing

Miguel de Cervantes: Another Great Dreamer

What Science Has to Say

Historical Foundations of Dreams

Contemporary Research about Dreams

CREATIVE NINE. Dream Visions: Insight Out

The Goal: Understanding Mental Imagery

CHAPTER TEN. Sharing the Vision:Photography as a Medium of Balance

Photographic Truth

Technique in Photography

The Still Camera

Film, Film Speed, and Digital Ratings

Photography and Light

Contrast

Direction

Color

Camera Controls

Shutter Speed Controls Light and Motion

F/Stop Controls Light and Depth of Field

Working Shutter Speed and F/Stop Together

Lenses

Adding Light

Tripods

Constantly Changing Technology

CREATIVE TEN. Image Insights: Photography from the Inside Out

The Goal: Translating Seeing into Images

CHAPTER ELEVEN. Designing for Meaning

The Basic Elements

Point

Line

Plane/Shape

Volume

Frame

Summary of Key Points

The Core Principles

Contrast

Rhythm

Balance

Proportion

Additional Terms of Graphic Structure

Movement

Center of Interest

Rule of Thirds

Scale

Spatiality

Perspective

Light and Color

Context

Tying it All Together

Principles of the Gestalt

Unity

Cultural Biases

CREATIVE ELEVEN. Graphic Visions: Looking for Meaning

The Goal: Understanding the Frame

CHAPTER TWELVE. Embedded Meanings: Learning to Look Behind the Mirrors and Beyond the Windows

Culture and Making Sense of What We See

Traditional Ways to Study Visuals

Other Methods to Study Visuals

Six Perspectives

Conclusion

CREATIVE TWELVE. Thinking Systematically about Images

The Goal: Focusing on the Rational

PART III. The Public as Art and Image. The Academy, The Media, and Visual Persuasion

CHAPTER THIRTEEN. Stopping Time and Framing Space

Still Media Defined

Formats of the Frame

Designing Well Within the Frame

Characteristics of Type

Parts of a Letterform

Type Groups

Other Terms

Practical Guidelines for Effective Design

More than Appearances

CREATIVE THIRTEEN. Personal Impact Assessment: Understanding Images from Intuitive and Rational Perspectives

The Goal: Understanding How Still Images Communicate

CHAPTER FOURTEEN. Images That Move and Sound

Moving Media: Transcending Time & Space

The Body as Moving Image

Technological History

Basic Elements of Moving Images

Light and Color

Two-Dimensional Space

Three-Dimensional Space

Time and Motion

About the Author(s)

Rick Williams is Chair of the Division of the Arts at Lane Community College in Eugene, OR. Julianne Newton is Associate Professor of Visual Communication in the School of Journalism and Communication at the University of Oregon.

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