1/28/2004   slide 29
Visual MethodologiesFramework
•Key factors to consider
1.Technological (tools used): semiotics pays attention to technology of the still camera and the movie camera
2.Compositional (formal design strategies): Relationships between signifiers key factors in analysis
3.Social (economic, political, social relations, institutions and practices, cultural settings, etc.): Strong emphasis on social repercussions of images and ideology represented, although audience often assumed
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Semiotics not overly focused on technology used. Obvious WE believe that’s very important because it affects the “truth” we perceive and other aspects of interpretation. An exception to this is attention paid to the camera—still and motion-based


Formal design strategies do enter into semiotic analysis, to explain how placement, scale, etc of objects is working

Social: there is a strong emphasis on the social repercussions of images (eg whose ideology the represent), although often a certain audience is assumed.
Let’s consider the “social” aspect a bit more… next slide