Visual Communication Codes and Digital Media Principles

Visual Encoding Factors and Image Language

Visual encoding factors establish the correspondence between reality and the represented set. Understanding the language of images helps us analyze, interpret meanings, and apply them effectively when creating images, audiovisual content, and multimedia.

Key Visual Codes

• Code of Space (Framing): The same reality can be reflected through infinite framings. An author chooses a specific framing or distortion for objectivity, realism, or deliberate deception.
• Code of Gestures: Gestures reveal attitude, mood, intention, stillness, or uneasiness.
• Code of Light: This includes the amount of light, its nature (natural or artificial), and the degree of impact it has on the scenic elements or subjects.
• Code of Identity/Personalization: Costumes, makeup, environment, or other aspects provide information about the symbolic identity of the subject.
• Symbolic Code: Occurs when a symbol represents a concept, name, or specific meaning.
• Code of Relationships: Involves spatial relationships, composition, graphics, volume, and distances between elements, incorporating attributed meanings into the image.
• Graphic Code: Relates to the type of technique, instruments, and technical resources used to create a pre-visual message.

Image Reading and Interpretation

Methods of Image Reading

1. Denotative or Objective Reading:
   • Image Elements: Plan, angle, perspective, lighting, position of characters, types of objects, focus of interest, gestural code, theatrical source code, and related graphic codes.
   • Image Features: Iconic (reality) vs. Abstract; Monosemy vs. Polysemy; Originality vs. Stereotype (degree of originality); Simplicity vs. Complexity; Denotation vs. Connotation.
2. Connotative Reading.

Digital Media and Design Principles

Screen Design Principles and Visual Composition

Screen Design Principles: Intentionality, simplification, contrast, harmony, balance, and consistency.

Composition Guidelines:

• Linking elements with textual or graphical content.
• Maintaining an orderly distribution of space.
• Establishing a hierarchy of visual elements that facilitates perception.
• Working with contrast and harmony among elements.
• Avoiding the excess of information.
• Using appropriate images and sufficient separations on screen.

Techniques for Treating Time in Media

Techniques include repetition, slowing down (realentización), acceleration, and elliptical assembly.

Understanding the Internet

What is the Internet?

The Internet is a worldwide network of connected computers, serving as a primary source of information and communication.

It can be viewed from three main perspectives:

• Technical Perspective
• Communicative Perspective
• Social Perspective

Web 2.0 and Educational Impact

Web 2.0 Contributions to Modern Education

The shift to Web 2.0 has significantly enhanced learning through:

• Individual production of content.
• Learning collaboratively with others.
• Leveraging the architecture of participation inherent in Web 2.0.
• Using simple and intuitive tools.
• Utilizing free software.
• Creating learning communities.
• The network effect, fostering individual and cooperative work between equals.