Rva 3

READING
VISUAL ARTS
LORENZO S. PABILONA, III, LPT, LTE-II
Instructor
Chapter 3 Reading Visual Art
Introduction:
Today, you live in a visually rich, screen-based world. You regularly encounter and create meaning and
knowledge through images and visual media. Yet this participation in a highly visual culture does not in itself
prepare you to engage critically and effectively with images and media in an academic environment. You
complete your homework on one window of you computer, send instant messages through a second window,
listen to a personalized playlist on your iPod, and watch television out of the corner of your eye-simultaneously.
You live in a world of almost constant stimulation. Communication is frequent and multidimensional. You are
often a manipulator and creator of your own information and entertainment. Bombarded by visual cues, you
seem to translate images and information effortlessly, communing in a conceptual world where “the thought’s
the thing.” You also know that it can be a tough to compete with so many fascinating distractions. When a
teacher stands in front of the classroom and instructs you to open your textbook to page forty-seven don’t
excite or motivate you. In fact, some of you describe your adaption from independent, technology-based
learning to traditional education formats as “powering down” (Puttnam 2007). Educators know that you still
must master traditional subjects, but the way you learn continues to evolve.
In this, you will be guided to identify, evaluate, and critique different visual texts using varied theoretical
approaches.
Let us begin!
Learning Outcomes:
at the end of the Unit, you must have:
1. identified and evaluated different signs and symbols

found in the images presented; and
2. critiqued and interpreted various of visual texts.

Activate Prior Knowledge
Why are courses related to media and visual literacy suddenly ubiquitous in many global universities?
Before we go into details, let us first look at how, according to Nessi (2015) different generations are
labelled on collections of loose generalizations.
In the table below, list down at least five(5) information you know of
the different generations indicated.
Baby Boomer Gen X Millennial Gen Z
Born Between Born Between Born Between Born Between
1944- 1964 1965-1979 1980-1994 1995-2015
Checkpoint
Did you match right? Check out the answer key below.
Baby Boomer Gen X Millennial Gen Z

Born Between Born Between Born Between Born Between
1944- 1964 1965-1979 1980-1994 1995-2015
 Idealist Achieving a work-life More open-minded Grew up playing with their
Eager to learn balance Liberal parents mobile phones or
Keen on personal growth More peer-oriented Self-expressive tablets.
Tend to be over-achievers Independent More focused on Have grown up in a hyper-
Associated with rejection Very interested in materialistic values connected world and the
or redefinition of traditional technology Extremely comfortable smartphone is their preferred
values More informal with mobile devices but 32% method of communcation.
Biggest consumers of Digitally savvy and spend will still use a computer for Has entrepreneurial desire
traditional media like roughly 7 hours a week on purchases. Reading competence is
television, radio, magazines, Facebook They typically have being transformed due to
and newspaper multiple social media their familiarity with digital
accounts. devices platforms and texts.
determined
Were you able to finish the task? Did you have fun listing down your ideas
Let us analyze why this activity is important.
In your journal, answer the following questions and be ready to discuss these in the
face-to-face session. You have 20 minutes to write your answer.
Which generation do you parents belong? Are the information listed tell much
about them? How about your generation? Are the information correct?
What is the significance of your generation in today’s era?
Why do you think this subject, reading Visual Art, was introduced in your
generation?
Are you done? Now read through the lessons for this unit in the next few pages.
Acquire New Knowledge
A. Of signs and Symbols
Signs is a symbol which is understood to refer to something other than itself
Sign & Symbols are commonly used in everyday situations. They are used to
convey information in pictorial form. These have many advantages over
written instructions. People who talk different languages can understand the
same common sign. Instruction for some tasks can be clearer when given as
drawings.
Kinds of Sign
Directional Signs: indicates directions.
Identifying Signs: name of a place or thing.
Informational Signs: gives information.
Restrictive or Prohibited: informational

signs that restrict the public from entering
Directional Signs
Identifying Signs
Informational Signs
Restrictive or Prohibited Signs
Symbol are abstract or
geometric forms which are associated
with an idea. It can also mean as
pictograms.
Example of a symbol: a certain kind of cross

may stand for a hospital * Pictograms are based on
recognizable objects closely associated with the idea
they communicate. A pictogram (also known as a
pictograph or picto) is a chart or graph which uses
pictures to represent data in a simple way. Each
picture in the pictogram represents a physical object.
They are set out the same way as a bar chart but use
pictures instead of bars. Each picture could represent
one item or more than one.
B. Critical View of Visual Art
Visual texts are created using still or moving images. It may
or may not contain words. Examples of these are television,
film, radio, advertising, billboards, the internet, computer
games and programs, art works such as paintings, drawings,
sculptures, architecture, book covers, and illustrations.
Visual texts Comprehension

 Understanding images & words in the context it is being used.
* Bring life experiences & background knowledge to what is being read/viewed.
 All visual texts are influenced by the cultures, values, ideologies and world
views in and through which they are created & consumed.
* Ex. Family photo in your home vs. A family portrait in a magazine or

* Artist’ impression vs. housing agent’s view of a HDB estate
How to interpret visual text?
We need to first identify
the different elements that
make up the text. These
includes:
1. images, colors, words –
includes title, headlines,
captions,
2. typographical features –
type of font, font size,
3. layout – spatial arrangement
of different elements in a text.
IMAGES
Images are mental representations, pictures of objects, people
or animals or any diagram that provides visual information. Images
in a visual text may contain:
(1)People, animals or object participating in an action
(2)Flow chart, maps or labelled images showing a concept or an idea
(3)Symbols or icons
MORE ON IMAGES…
Angles – looking down vs looking up

Looking down at someone conveys a sense of power or control
Looking up at a person object can make us feel vulnerable
Framing - determines amount of information given to viewers

Close-up shot – closer social relation, lesser details
Long shot – distant relation, more details
WORDS (Includes titles, headlines, captions)
• Title – main topic of the poster
• Headline – main statement that tells the main message of the poster;
usually the text in the largest and boldest font
• Captions – It is the typed text under photographs explaining the image and
usually in one sentence
TYPOGRAPHICAL FEATURES
Font type and size
• Are the fonts in capital letters or non-capitalized letters?
• Are some words intentionally larger or smaller for any reason? Why?
• Usually determines the reading paths of the reader/viewer.
• Reader/viewer will tend to be attracted to the larger fonts used in the text.
• Usually for words that are meant for emphasis.
Note: not all of these ‘codes’ apply to every image – images are shaped according to purpose and effect their creators
wish to achieve.
APPLY YOUR KNOWLEDGE
Look at the different visual texts below and answer the following
questions.
*PREPARE FOR A QUIZ
NEXT MEETING
*Individual Activity (30 points)
Submit a softcopy of a DIGITAL POSTER with the use of any software apps
applying what you have learn about visual texts.
Theme: Soar High Passi City College

Poster Size: 4x3, Landscape and HD Format
Deadline: Before your class starts next meeting
Where to submit: In our RVA’s GC
END

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READING

1. identified and evaluated different signs and symbols

2. critiqued and interpreted various of visual texts.

Baby Boomer Gen X Millennial Gen Z

A. Of signs and Symbols

Signs is a symbol which is understood to refer to something other than itself

Identifying Signs: name of a place or thing.

Informational Signs: gives information.

Restrictive or Prohibited: informational

Example of a symbol: a certain kind of cross

Visual texts Comprehension

* Ex. Family photo in your home vs. A family portrait in a magazine or

Angles – looking down vs looking up

Framing - determines amount of information given to viewers

Theme: Soar High Passi City College

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