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Approaches to Visual Communication Media Criticism Reproductions DOCUMENT RESUME 'ED 380 087 IR 017 008 AUTHOR Metallinos, Nikos TITLE Approaches to Visual Communication Media Criticism and Their Application to Television Genres. PUB DATE [95] NOTE 21p.; In: Imagery and Visual Literacy: Selected Readings from the Annual Conference of the International Visual Literacy Association (26th, Tempe, Arizona, October 12-16, 1994); see IR 016 977. PUB TYPE Information Analyses (070) Speeches/Conference Papers (150) EDRS PRICE MFO1 /PCO1 Plus Postage. DESCRIPTORS Communication (Thought Transfer); *Criticism; Evaluation Methods; *Film Criticism; Foreign Countries; Graphic Arts; Literature Reviews; *Mass Media; *Television Viewing; Theories; Visual Arts; Visual Literacy IDENTIFIERS *Visual Communication ABSTRACT Several schools of thought regarding media criticism, derived from diverse disciplines and literary sources, have emerged during the last decade. To examine their application to the visual communication media arts such as film and television, this paper: (1) reviews the literature of media criticism;(2) discusses various approaches to visual communication media criticism; and (3) provides examples of the application of existing visual communication approaches to criticism. Discussion includes parameters of visual communication media arts, critical approach versus critical method, and selection of criteria for the evaluation of visual communication media arts. The following critical approaches and their applications are examined: journalistic; historical; sociological; rhetorical; narrative; cultural; semiological; psychological; ideological; genre; producer's; and visual literacy. It is suggested that the development of visual media criticism is directly related to and depends upon the development of verified theories of the various visual communication media arts. (Contains 74 references.) (MAS) *****************i.A;,*************************************************** * Reproductions supplied by EDRS are the best that can be made * from the original document. * *********************************************************************** Approaches to Visual Communication Media Criticism and Their Application to Television Genres -PERMISSION TO REPRODUCE THIS MATERIAL HAS BEEN GRANTED BY U S. DEPARTMENT OF EDUCATION Otke of Educational Research and improvement Alice Walker EDUCATIONAL RESOURCES INFORMATION Nikos Metallinos CENTER (ERIC) O This document nes been reproduced as Waived Iron the person or otoemzetton origmatrng .1 O Mmor Clanges have been made (0 improve reproduction ouatity TO THE EDUCATIONAL RESOURCES Points of view or opinions stated in !Ns docu- INFORMATION CENTER (ERIC)." ment do not necossaniy represent Oficial OEM position or policy Abstract publicized because these fields are founded on repeatedly verified theories. On the Several schools of thought regarding other hand, the noticeable shortage of media criticism have emerged during the genuine visual communication media arts lastdecade derived from diverse critical methodologies is due to the lack of disciplines and literary sources. To scientific theories that support their examine their application to the visual foundation across the board. Whereas it is communication media arts such as film and true that such visual communication media television genres, this paper (a) reviews arts as photography, theater, and film, for the literature of media criticism, (b) example, are based on verified theories, as discusses various approaches to visual academic disciplines such new visual communication media criticism, and (c) communication media arts as television, provides examples of the application of holography, computer graphics, etc., lack existing visual communication media empirical research findings in support of approaches to criticism.This paper the constructs of their basic theories. suggests that the development of visual Consequently, the development of an communication media criticism is directly academic discourse such as the study of related toand depends uponthe the visual ct mmunication media arts is development of verified theories of the directly related to, and influenced by, the various visual communication media arts. development of critical methodologies that analyze them. Could the opposite be true? Introduction Thispaper arguesthatthe Whereas literary sources referring to development ofgenuinecritical criticism of the arts and literature are methodologies for the evaluation of the plentiful and easily found, research various genres of visual communication findings that refer to critical methods of media arts will contribute, decisively, visualartsingeneral, and visual towards the development of scientifically communication media arts in particular, are sound theories governing the field of study disproportionatelylimited.Literary known as visual communication media criticism methods that analyze, evaluate, arts.It suggests that by reviewing the and interpret such forms as poetry, essays, existing methods of art criticism in novels, chronicles, etc., and fine arts general, and examining the critical criticism that evaluates such conventional methodologies scatterel in such areas as r-- art forms as painting, architecture, theater, communication, mass media, mass film, music, sculpture, etc., are already culture, popular arts, etc., we could end 0 established as unique academic discourses; up with those standards of criticism that they are eadily available and widely are most applicable and most appropriate IVLA - 281 for the evaluation of the various products symbolically (i.e.,, the dove conveying of visual communication media.Such peace), or as representations of objectsor evaluation standards could become the events (i.e., a photograph of a person), or constructs from which the major theories as abstract forms of an object or event of the field could be developed since the (i.e., a cartoon or a drawing of a :ree). main objective of critical inquiry is to They are the products of media that create the standards for the evaluation of employ their own instruments, materials, an art form. These standards become the and techniques in the construction of the independent variables in the verification of arts, events, or objects. theories stemming from experimental research methodologies in those cases in As a field of study, the visual which such empirical research is lacking. communication media arts embrace such This is precisely the purpose of the related disciplines as visual and auditory empirical research methodology known as perception, communication, sociology, descriptive, or critical. media technologies, artcriticism, psychology, visual anthropology, anda In support of the argument that the host of others. It is mostly concerned with development ofgenuinecritical pictures and the ways that theyare methodologies will, retrospectively, structured and delivered to communicate contribute towards the development of the concepts, emotions, thoughts, and so fieldofstudyknown asvisual forth. The total communicative effect of communication media arts, we must first the visual media arts often dependson the examine briefly what constitutes this field, skill,knowledge, inspiration, and we must then define and discuss the use of sensibility of the media artist. In short, it the term's approaches (as opposed to relies on the artistic merits of the media genuine critical methods) and, finally, we product andthisisof paramount need to review the areas from which the importance to the visual communication standards for the evaluation of visual media field of study. communication media art forms must be drawn. After that brief introductionwe Critical Approach Versus Critical can examine the various approaches to Method visual communication media arts criticism and their application to various television Why use the term approach, as genres. opposed to critical methods? The term approach is preferred for the following The Parameters of Visual reasons: (a) An approach is traditional in Communication Media Arts that it originates from a known, and oiler, well established, school of thought, What constitutes the field of visual whereas a method is a technique by which communication media arts? Collectively, the critical process is achieved after the the media of painting, photography, film, medium and its products have been television, holojraphy, computer imagery, accepted. (b) An approach to visual and multimedia cs-nstitute the field of communication media arts criticism places visualcommunication media arts. the emphasis of the critical inquiry ona Cartoons,drawings, photographs, crucial aspect (mostly on the messageor frescoes, icons, film and television content), whereas a method of criticism of programs, holograms, video games, some the visual communication media arts foreis of advertising and some materialon considers the medium as well as the the internet arc visual communication audience. (c) Whereas an approach is media products, objects, or events thatarc basically built on reasoning and inferences seen or seen and heard. They arc visual to developitsargumentation (linear images or pictures with either apparentor process), the true critical method is an in- implied motion and sounds. Their main depth or vertical process resulting from the purpose is to communicate messages either diverse arguments on production, IVLA 282 3 audience, and ideological factors, all of of television criticismas a visual k.hich are necessary for the effective communication medium. analysis and evaluation of visual communication
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