Chapter 3
Mass Communication 3319 with Nolan at Texas State University-San Marcos
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By: John Ocean
Created: 2011-02-27
Size: 34 flashcards
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Created: 2011-02-27
Size: 34 flashcards
Views: 15
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What are sensory theories mainly concerned with?
Direct or mediated images are composed of light objects that attract or repel us.
What are perceptual theories mainly concerned with?
The meaning that humans associate with the images they see.
What is a sensation?
A stimulus from the outside world that activates nerve cells within your sense organs.
What are researchers and theorists who concentrate on sensory theories of visual communication mainly concerned with?
How the brain can notice and miss the visual cues of color, form, depth, and movement.
What is the main conclusion of the Gestalt Theory?
Visual perception is a result of organizing sensory elements or forms into various groups.
What are the four fundamental principles of grouping?
Similarity, proximity, continuation, and common fate.
What does gastalt law state about similiarity?
Objects that look similiar will be automatically grouped together by the brain.
What effect does proximity have on grouping?
The brain more closely associates objects close to each other than it does two objects that are farther apart.
What effect does continuation have on grouping?
Objects viewed as belonging to a continuous line will be mentally seperated from other objects that are not part of that line.
What effect does common fate have on grouping?
Objects that regardless of size, shape, or color may share some other obvious characteristic.
What is a photomosaic?
Hundreds of similiarly themed single images meshed together to make one large image.
How does constructivism contrast the gestalt approach?
It emphasizes the viewer's eye movements in an active state of perception.
What are the two perceptual theories of visual communication?
Semiotics and cognitive.
What is a sign?
Anything that stands for something else.
What is semiotics?
The study or science of signs.
What are the three different types of signs?
Iconic, indexical, and symbolic.
What are iconic signs?
The easiest to interpret because they most closely resemble the thing they are meant to represent.
What are indexical signs?
Those which have a logical, common sense connection to the thing or idea they represent rather than a direct resemblence.
What are symbolic signs?
Those which have no logical or representational connection between them and the things they represent, and for that reason are greatly influenced by social and cultural considerations.
What is a metonymic code?
A collection of signs that cause the viewer to make assumptions about what is seen.
What is a analogical code?
A group of signs that cause the viewer to make mental comparisons.
What is a displaced code?
Whenever there is a transfer of meaning from one set of signs to another.
What is a condensed code?
Several signs that combine to form a new, composite message.
What does cognitive theory state?
What is going on in a viewer's mind is just as important as the messages that can be seen.
What mental activities affect visual perception?
Memory, projection, expectation, selectivity, habituation, salience, dissonance, culture, and words.
How does memory affect visual perception?
It is our link to all the visual images we have ever seen.
How does projection affect visual perception?
A person's mental state of mind gives meaning to an inanimate object or generalized statement.
How does expectation affect visual perception?
Having preconceived expectations about how a scene should appear often leads to false or missed visual perceptions.
How does selectivity affect visual perception?
Most of what people see within a complicated visual experience is not part of concious processing.
How does habituation affect visual perception?
To protect itself from overstimulation and unnecessary images that might fatigue and confuse, the mind tends to ignore visual stimuli that are part of a person's everyday activities.
How does salience affect visual perception?
A stimulus will be noticed more if it has meaning for an individual.
How does dissonance affect visual perception?
The mind tends to concentrate on only one activity at a time.
How does culture affect visual perception?
It determines the importance of the signs that affect the people who live with and among us.
How do words affect visual perception?
By profoundly affecting our understanding and subsequent long-term recall of an image.
About this deck
By: John Ocean
Created: 2011-02-27
Size: 34 flashcards
Views: 15
Created: 2011-02-27
Size: 34 flashcards
Views: 15
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
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