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APAKAH...
ADA PERTANYAAN?
ADA YANG INGIN
DIDISKUSIKAN?
Komunikasi Visual #2
KOMUNIKASI+VISUAL=
KOMUNIKASI
VISUAL ?
Prodi Ilmu Komunikasi
Universitas Atma Jaya Yogyakarta
Taxonomy of
Visual Communication. (Moriarty dan Barbatsis, 2005)
ART AND DESIGN CULTURAL AND CRITICAL HISTORY
Aesthetics, composition STUDIES
Graphic design Sociology, anthropology LAW AND ETHICS
Art history Linguistics
Cultural studies PHYSICAL SCIENCES
COMMUNICATION Critical studies Vision, psysiology, optics
Rhetoric, myth, Neural processing
persuasion VISUAL COMMUNICATION
Non-verbal, gestural THEORY PROFESSIONAL AREAS
Literary/literature Representation TV/Film studies
Signs and symbols Mental imagery, Photography
Attitudes, beliefs visualization Journalism
Arousal, emotion Philosophy, epistemology PR and advertising
Language metaphor Architecture
PSYCHOLOGY Archaelogy
Perception EDUCATION
Cognitiona, visual Learning
intelligence Visual literacy
Multiple coding Teaching of visual
Psychology of art communication
KEMBALI
KE
DASAR
KOMUNIKASI
VISUAL
Haloo!
berjumpa lagi
dengan
W Weaver
&CE Shannon
“The Mathematical Theory of
Communication”
1949
Claude Shannon and Warren Weaver,
working at Bell Telephone Laboratories in the USA
The Mathematical Theory of Communication
Their work originally focused on using methods
of communication (in their case telephones and radio waves)
most effectively, so that the growing demand
for telecommunications could be satis ed
using the existing network resources.
Information
Transmitter Channel Receiver Destination
source
Noise
source
Level A: Teknis
Bagaimana kita dapat mengkomunikasikan pesan secara
akurat?
Sistem apa yang sebaiknya kita gunakan untuk meng-
'encode' dan men-'decode' pesan kita?
Level B: Semantik
Bagaimana pilihan kita terhadap bahasa, simbol atau kode
menyampaikan makna yang kita maksudkan secara tepat?
Bahasa apa yang sebaiknya kita gunakan?
Level C: Keefektifan
Apakah pesan yang disampaikan mempengaruhi perilaku
yang kita inginkan?
Apa yang dapat kita lakukan jika efek yang diharapkan
gagal terjadi?
Technical level: about the best way of
communicating with a particular group of
people. Depending on whom the target
audience is.
Effectiiveness level: relying on ‘feedback’, HOW TO TACKLE
(something that Shannon and Weaver THE PROBLEMS OF
ignored in their original research).
Feedback allows the person sending the COMMUNICATION?
message to determine how effective they
are being, and to modify things if necessary.
THIS IS IT...
WHAT THE PROBLEM
IS...
THE PERCEPTUAL
CONNECTION
bersama: beny pramudyanto
APA ITU
PERSEPSI
???
Mengapa Persepsi?
Mempelajari dan mengkaji komunikasi visual digambarkan
pada batas-batas kesadaran sensorik dan kesadaran
bahasa.
What
emerges instead
from brain research is the
awareness that although sight
may indeed begin with light hitting
the retina, vision occurs deep within
The roots of the brain; and that perception, the
neurological process by which we derive meaning
approach from what we see, is an elaborate
symphony played first and foremost
through the unconscious
emotional system, with neural
equipment evolved over
millions of years.
(Solomon, 2013)