The Shanon weaver mathematical model 1949
- under the employment of the US military
- mainly through telephone and radio
- social communication
- visual communication
- Simplistic , although its simple format it doest mean that it is
- Broadly your communication has 5 distinct stages and how they relate to each other.
The process of graphic design -
5 Distinct stages
- Concept
- Research
- Design
- Production
- Audience
5 Distinct stages
What problems throughout each of these stages could stop communication , what could be barriers?
- Concept - unachievable , time & cost , wrong information , vaguely briefed , problems with the idea
- Research - limited , not enough resources , research not available , not enough time , audience consideration
- Design - cost, time , quality of the design
- Production - cost , time , resources , wrong stock , printing errors , packaging could get damaged on transit , where the design is can people see it? The format - people could take offence . Language destination.
- Audience - the message hasn't been communicated , poor quality , lack of feedback.
Encoding - empathises - decoding the way we communicate things.
How could we remedy problems :
- If there being vague ask them
- research more
- pre prep , consulting
- practice makes perfect
- experimenting with different designs
- feedback from decoding and destination
- planning
Noise -
- socially and visually
- Anything that interferes with communication
- company's ethics
- your own personal style could be a problem with the company's brief
- Interfering clients
- location
- juxtaposition
- limitation of media
- technology problems
- popular subcultural opinion
- zines - badly photocopied , noisy as things subcultural language
Communication problems
Level A - technical probems
-how accuratley can the message be transmitted?
- Laptop broken
- Bad print
Level b - semantic problems
-how precisely is the message conveyed?
- Missinterpretation
- Tone of voice
- Colour schemes
Level C - Effectivness problems
-how effectivley does the recieved meaning affect behaviour?
- Feedback of lack of
- Location
- Juxtaposition
notes
- Noise can be something you want to communicate through not a bad thing, can be positive
- We might want to be the noise that high jacks it - high jacked an existing advert eg. Esso with dollar signs e$$o
- All graffiti aims to be noise
- Noise can be the outcome or the design
REDUNDANCY VS ENTROPY
Redundancy
- A redundant telephone line , smooth communication
- A redundant act is something successful , a lot of communication is low. the information is predictable easy to understand , conventional & readable ect.
Entropic
- Low predictability
- Unconventional
- High amount of information
Hand out - The image on the left is entropic , putting confrontation in large letters to tell us immediately what its about.
'Demo blacks clash with london police' has been used to help us see that there is two sides.
First task -
Apply Shannon & weavers model to an example of communication. How widely is this applicable ?
How useful do you find this sort of exercise?
What are the main communicative functions of redundancy? what d we mean by saying the english language is 50% redundant?
Discuss the ways in which convention can be said to facilitate understanding. Think of visual communication that breaks or extend specific conventions. How does this affect the desire to communicate or the audience they reach?
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