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1/28/2004 slide 28

Visual Methodologies--Framework

•Examine one or more of the three steps in visual message process

1.Production of image (how it is made)

2.Semiotics focuses on: Image itself (what it looks like)

3.Audience (how it is seen)


	Semiotics tends to focus on the site of the image itself—examining its appearance and ‘signs” and their relationships
	rather than on the motivation and methods of production of the image or on discussing which audience is interpreting the image.


	“Social Semiotics” stresses the audience and stresses that semiotics is “centrally concerned with reception”