1. Modes of Meaning

2. First, some terms…  Text: in this class, we will use the term “text” to mean any object we study and analyze. While a text can be a traditional written piece, for our purposes a text may also mean just about anything: a photograph, a commercial, a place, an object, a person. Anything can be “read” and “analyzed” as a “text.”  Analyze: to analyze means “to break apart.” When we analyze, we break a “text” into its constituent parts in order to study the pieces of the whole and how each piece contributes to an overall meaning

3. First, some terms  Explicit vs. Implicit Meaning  Explicit meanings are directly stated meanings or intentions. These are often the most evident or obvious meanings.  Implicit meanings are indirect and require interpretation based on “clues” of many types, some of which we will explore today. These clues become available to us through careful analysis.  Implicit meanings are not stable.

4. The Instability of Meaning  Our meanings and how we read a “text” are definitely influenced by many factors. In this way, meaning can be subjective and subject to individual experience.  This does not mean that any interpretation of meaning is valid.  Valid interpretation of meaning is contingent on the presentation of concrete evidence, followed by sufficiently detailed reasoning.  Reasoning (your thinking) establishes the relationship between the evidence and the meaning or interpretation.

5. Modes of Meaning-Making

6. Analyzing Visual Design The process of analysis begins by breaking the text down into its constituent parts. When we’re dealing with meaning-making modes beyond the more familiar linguistic mode, we need some principles to guide our analysis. The following material will cover some basic principles of visual design that are important in locating evidence to support a meaning you believe a “text” suggests.

7. TYPEFACE! Variations in typeface communicate both visual impact and meaning. This is something you know already. What are some ways variations in typeface create meaning?

8. Serif v. Sans Serif  I am typing this powerpoint in sans serif font.  Serif means a slight curve or flourish at the end points of letters.  Sans means “without.”  So, sans serif means a font style without this flourish element.

9. For Example  Here is a sentence typed in serif font. This one is called “Baskerville.”  Here is another sentence typed in serif font. This one is called “Book Antiqua.”  Times New Roman (TNR) is also a serif font. TNR is the most commonly used font.  This is a sans serif font called “Arial.” It is very popular as well.  This is a sans serif font called “Calibri.” I use it a lot. I like it.

10. To Serif or Not to Serif? Font experts (yes, there are such people) say that sans serif fonts are harder to read for long stretches. They say that serif fonts are easier to read.  Hmmm. Why would that be? The type of font you choose matters. Many people have strong feelings about fonts. This font is especially despised. Poor Comic Sans. What did it do to deserve such poor treatment?

11. Use of Space or “Layout” Use of space on a page also conveys meaning. Consider: margins, size, justification  Proportion of text to white space  Proportion of text to image/graphic  Arrangement of text and/or graphic Consider that ABSENCE is a kind of PRESENCE. Empty space means something. Order, structure, placement convey meaning and establish relationship.

12. Use of Color We all know that colors are communicative. What a color means or symbolizes is contingent on context, but analyzing use of color in context is important.

13. Use of Images and Graphis When images and graphics are created specifically for “texts” almost nothing is left to chance. We should consider all aspects of their use intentional and purposeful. Note the relative size and proportion of image/graphic:  large, small?  foregrounded/backgrounded?  outlined or heavily detailed?

14. Setting, Character, Story  Indoor? Outdoor?  Furniture or other props?  Blurred or clear?  Realistic or non-realistic?  Combination of these things?  Human figures or object? Abstractions?  Facial expression, gesture, pose, positioning?

15. Cumulative Evidence The design elements covered here can help you effectively read and analyze visual “texts.” Breaking down the “text,” analyzing it, takes careful attention to detail. As you analyze, you accumulate this detail, this evidence. The evidence you gather allows you to find meaning and make a case for your interpretation. Let’s practice!

16. Imaginary Grid Lines Use a technique from drawing to aid in your visual analysis. Imagine a grid line of four quadrants or more.

17. The grid lines help you focus on all areas of the visual.

18. In drawing, each box in the grid is rendered on the page to create a whole. In analysis, you describe what you see as your focus shifts from one quadrant to another. It’s a helpful tool so that you don’t miss things you otherwise might overlook.