MSC-558 The Power of Image: Persuasion, Place, and Identity4 semester credits
Images have the power to move us emotionally, viscerally, cognitively, and behaviorally. They reflect back to us how we feel about ourselves, others, situations, and events, and to whom and where we feel we belong. They express complex and abstract ideas in rapid, simple terms that cut across borders making a universal language. Images at times present themselves blatantly as symbols, icons, and other pictorial representations; however, they also form in our mind, based on impressions as well as verbal cues such as adjectives, metaphor, and simile. We assume others derive the same meaning, have the same emotional responses, and form the same image in their mind hearing the same set of words as we do - but do they?
This class explores the cognitive, affective, and behavioral power of images, particularly with respect to identity and contemporary events. We’ll ask questions such as: Why is a photo of a sugar-sand tropical beach a politically charged image for some, while viewed as a desirable vacation destination for others? What sort of images do we associate with - and which ones are used by - movements like #MeToo, Alt Right, or Black Lives Matter? What is the visual difference between “refugee” and “asylum seeker”, and how does it change what we think?
As we move to becoming a more pictorial-based society, where images change and are disseminated in real time in reaction to global events, it is critical to understand the impact of image: how we are persuaded by them, and how we use them to persuade others. Together, we will look at images that are associated with specific groups or issues, compare them amongst the various ‘sides’ and viewpoints surrounding those issues, and discuss why some images are co-opted, even becoming memes, while others are suppressed. We will also look at the images we personally hold in mind, comparing and contrasting them to those in the public sphere. In addition to discussion over weekly readings and/or image-decks, each student will provide a case study of an image as it pertains to a global or communal issue or belief.
In our interconnected world the value of understanding how to make powerful images that fulfill a goal becomes critical. Knowledge gleaned in this class can be applied to a wide range of subjects, including: social change initiatives, activism, development, corporate communications - the “story” of a company - advertising, journalism, education, conflict resolution, and government.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
- Students will understand fundamental theories of cognitive psychology pertaining to how we perceive, interpret and convey information enabling you to create clear messaging strategies to reach specific audiences with pre-determined concepts and predictable results.
- Student will be able to apply fundamental theories and principles of visual design toward visual presentations of information; critique and design visual displays to facilitate attention, understanding and retention of information, and incorporate an effective call to action for your inspired audience.
- Students will understand the why and how behind, and be able to apply designs differently across various media such as posters, paper, the Web, presentations, movie screens, virtual worlds and mobile devices with four (4) or more complete designs for a portfolio.
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