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Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

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Page 1: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Communication &

Visual Literacy

Visual Literacy PresentationJohn W. Berry

August 25, 2011

Page 2: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

GesturesFacial ExpressionsObjectsSigns & symbols

Visual Communication takes many forms…

Page 3: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Art

Visual Sign Systems are everywhere…

Page 4: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Photography…

Visual Sign Systems are everywhere…

Page 5: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Architecture…

Visual Sign Systems are everywhere…

Page 6: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Public Monuments…

Visual Sign Systems are everywhere…

Page 7: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Film…

Visual Sign Systems are everywhere…

Page 8: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Dance…

Visual Sign Systems are everywhere…

Page 9: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Exhibitions…

Visual Sign Systems are everywhere…

Page 10: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Fashion…

Visual Sign Systems are everywhere…

Page 11: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Hairstyles…

Visual Sign Systems are everywhere…

Page 12: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Interior design…

Visual Sign Systems are everywhere…

Page 13: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Lighting…

Visual Sign Systems are everywhere…

Page 14: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Computer games…

Visual Sign Systems are everywhere…

Page 15: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Advertising…

Visual Sign Systems are everywhere…

Page 16: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

In Logos…

Visual Sign Systems are everywhere…

Page 17: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy is the ability to interpret, use, appreciate, and create images and video using both conventional and 21st century media in ways that advance critical thinking, decision making, communication, and learning.

What is Visual Literacy?

Page 18: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

The term visual literacy has been used for about 40 years, and, in general, is understood as the ability to interpret, recognize, create or manipulate images.

Visual literacy is a complex field because it is interdisciplinary. In fact, visual literacy has a different connotation, for example, if one is interested in technologies used to create and manipulate images or how symbols can be interpreted.

What is Visual Literacy?

Page 19: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

The term visual literacy has been used for about 40 years, and, in general, is understood as the ability to interpret, recognize, create or manipulate images.

Visual literacy is a complex field because it is interdisciplinary. In fact, visual literacy has a different connotation, for example, if one is interested in technologies used to create and manipulate images or how symbols can be interpreted.

What is Visual Literacy?

Page 20: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Interdisciplinary Image-based Research

2

art

Image-based research

literature

sciencehistory

medicine

sociology

Page 21: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

A very high percentage of all sensory learning is visual;

Contemporary culture is increasingly dependent on the visual for its capacity to communicate instantly and universally;

Why is Visual Literacy Important?

Page 22: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

This image communicates instantly and universally

Page 23: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual literacy is a gradual process of gaining greater sophistication of perception, conception and visual and linguistic vocabulary

Students need to “distinguish superficial, glamorous and pseudo-sophisticated messages from the real and valuable ones.” (Ausburn & Ausburn, 1978)

Why TeachVisual Literacy?

Page 24: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Images can be very powerful in our national and individual consciousness;

Visual literacy involves problem-solving and critical thinking skills that can be applied to all areas of learning.

Understanding the implications of images makes a viewer more resistant to manipulative uses of images in advertisement and other contexts…(Messaris, 1995)

Why TeachVisual Literacy?

Page 25: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

The Brain’s Visual Cortex

“As human beings, our brains are wired for images. According to research … we process visuals 60,000 times faster than text.

This is because we take in all the data from an image simultaneously while we process text in a sequential fashion.”

Lynell Burmark, Visual Literacy: Learn to See, See to Learn

Page 26: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy definitions:

“Visual Literacy refers to a group of vision-competencies a human being can develop by seeing and at the same time having and integrating other sensory experiences. The development of these competencies is fundamental to normal human learning. When developed, they enable a visually literate person to discriminate and interpret the visible actions, objects, symbols, natural or man-made, that he encounters in his environment. Through the creative use of these competencies, he is able to communicate with others. Through the appreciative use of these competencies, he is able to comprehend and enjoy the masterworks of visual communication.”

(Source: International Visual Literacy Association)http://www.ivla.org/org_what_vis_lit.htm The term ‘visual literacy’ was first used by John Debes in 1969.

Page 27: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

"We need to work with today's learners in the medium of their generation..."

Steve Jobs

Page 28: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

"Visual literacy stems from the notion of images and symbols that can be read. Meaning is communicated through image more readily than print, which makes visual literacy a powerful teaching tool."

Source: Reconceptualizing Literacy, Edwards, Patricia A,  Reading Today 27.6 (June-July 2010): p22

Page 29: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

"The illiterate of the future will be the person ignorant of the use of the camera as well as of the pen.”

Laszlo Moholy-Nagy...1935

Page 30: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

 "If students aren't taught the language of sound and images, shouldn't they be considered as illiterate as if they left college without being able to read or write?”Filmmaker George Lucas, quoted in Edutopia

Page 31: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

 "Without an understanding of media grammars, we cannot hope to achieve a contemporary awareness of the world in which we live."

Marshall McLuhan

Page 32: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Literacy quotes:

 "A democratic civilization will save itself only if it makes the language of the image into a stimulus for critical reflection---not an invitation for hypnosis."

Umberto Eco

Page 33: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

 ”Every image sheds light on the assumptions of the day. Every image reveals, as well as defines, events. Every image must be read, must be interpreted. This is a perilous act, one that often leads us far away from the safe ground sought be most historians. Yet reading the image, like reading any text, is a way to engage the past and connect it to our lives.”

Louis Masur, Historian

Page 34: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Explanations Guru:Edward Tufte

Page 35: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Explanations Guru:Edward Tufte

Page 36: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Explanations Guru:Edward Tufte

Page 37: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Visual Explanations Guru:Edward Tufte

http://www.youtube.com/watch?v=Th_1azZA2OY

Page 40: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

ACRL’s Visual LiteracyStandards Task Force

Page 41: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standards Development Process - Fundamentals

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Process established by ACRL Information Literacy Standards Committee, Tip Sheet 4: Developing Subject-Specific Information Literacy Standards (http://www.ala.org/ala/mgrps/divs/acrl/resources/tipsheets/tip4substandards.cfm)

ACRL Information Literacy Competency Standards for Higher Education is foundational document

Visual literacy in an interdisciplinary, higher education environment

Page 42: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standards Development Process - Timeline

Timeline review: February 2010 – ACRL Information Literacy Standards Committee supports project March 2010 – Task Force and Advisory Group formed April-June 2010 – visual literacy research, bibliography development, started blog June 2010 – VLTF open meeting at ALA Annual August 2010 – working definition of visual literacy released September 2010-January 2011 – standards drafted by VLTF January 2011 – Advisory Group review of standards February 2011 – draft of standards publicly released

Process dates: February 10 – March 31, 2011 – open review and testing period, ongoing outreach March 2011 – ALA Annual program call for participation April 2011 – standards revisions, begin approval process (IRIG Convener, ILSC,

Standards & Accreditation Committee, ACRL Board) June 2011 – introduce draft standards at ALA program

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 43: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Open Discussion - StandardsIntroduction

“..the pervasiveness of images and visual media does not necessarily mean that individuals are able to critically view, use, and produce visual content. Individuals must develop these essential skills in order to engage capably in a visually-oriented society.”

Visual Literacy Defined“Visual literacy is a set of abilities that enables an individual to effectively find, interpret, evaluate,

use, and create images and visual media…”

Visual Literacy and Higher Education“Scholarly work with images requires research, analysis, and evaluation skills specific to visual

materials. These abilities cannot be taken for granted, and need to be taught, supported, and integrated into the curriculum.”

Visual Literacy and Information Literacy“The Visual Literacy Standards address some of the unique issues presented by visual materials…and

challenge students to develop a combination of abilities related to information literacy, visual communication, interpretation, and technology and digital media use.”

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 44: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard OneThe visually literate student determines the nature and extent of the visual

materials needed.

Performance IndicatorsThe visually literate student defines and articulates

the need for an image

The visually literate student identifies image sources, materials, and types

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 45: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard TwoThe visually literate student finds and accesses needed images and visual media

effectively and efficiently.

Performance Indicators The visually literate student selects the most appropriate

sources and retrieval systems for finding and accessing needed images and visual media.

The visually literate student conducts effective image searches.

The visually literate student acquires and organizes images and source information.

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 46: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard Three

The visually literate student interprets and analyzes the meaning of images and visual media.

Performance Indicators The visually literate student identifies information relevant to an image’s

meaning.

The visually literate student situates an image in its cultural, social, and historical contexts.

The visually literate student identifies the physical, technical, and design components of an image.

The visually literate student validates interpretation and analysis of images through discourse with others.

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 47: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard FourThe visually literate student critically evaluates images and their sources.

Performance Indicators The visually literate student evaluates the aesthetic and

technical characteristics of images.

The visually literate student evaluates the effectiveness and reliability of images as visual communications.

The visually literate student evaluates textual information accompanying images.

The visually literate student makes judgments about the reliability and accuracy of image sources

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 48: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard FiveThe visually literate student uses images and visual media effectively.

Performance Indicators The visually literate student uses images effectively for

different purposes.

The visually literate student uses technology effectively to work with images.

The visually literate student uses problem solving, creativity, and experimentation to incorporate images into scholarly projects.

The visually literate student communicates effectively with and about images.

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 49: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard SixThe visually literate student designs and creates meaningful images and

visual media.

Performance Indicators The visually literate student produces images for a range of

projects and scholarly uses.

The visually literate student uses design strategies and creativity in image production.

The visually literate student uses a variety of tools and technologies to produce images.

The visually literate student evaluates personally created image products.

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 50: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Standard SevenThe visually literate student understands many of the ethical, legal, social,

and economic issues surrounding the creation and use of images and visual media, and accesses and uses visual materials ethically.

Performance Indicators The visually literate student understands many of the

ethical, legal, social, and economic issues surrounding images and visual media.

The visually literate student follows ethical and legal best practices when accessing, using, and creating images.

The visually literate student acknowledges image creators and sources in projects and presentations.

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/

Page 51: Visual Communication & Visual Literacy Visual Literacy Presentation John W. Berry August 25, 2011

Implementation

Implementation“The Standards may be used as a whole, or in part, depending on curricular needs

and overall learning goals of a program or institution. A visual studies course or a year-long series of courses involving visual materials may be an appropriate context for full implementation of the Standards. In other circumstances, the individual Standards may be more useful as stand-alone tools for teaching and assessing specific sets of learning outcomes.”

Slides & Docs From ALA Annual Conference Session 2011

http://connect.ala.org/node/151263#attachments

ACRL/IRIG Visual Literacy Standards ~ http://acrlvislitstandards.wordpress.com/