, TABLE OF CONTENTS
Media and Entrepreneurship ................................................................................................................ 1
Visual language .................................................................................................................................... 2
Chapter 1: Introduction .................................................................................................................... 2
Chapter 2: Visual Literacy ................................................................................................................. 3
Chapter 3 – Why Images? ................................................................................................................. 4
Chapter 4 – Gestalt Laws .................................................................................................................. 5
Chapter 5 – Semiotics ....................................................................................................................... 7
Chapter 6 – Visual Rhetoric .............................................................................................................. 9
Chapter 7 – Composition ................................................................................................................ 10
Chapter 9 – The Third Dimension ................................................................................................... 12
Power Point Summaries: Entrepreneurship ....................................................................................... 13
Lecture 1: Consultancy in Communication & Entrepreneurship................................................... 13
Lecture 2: Entrepreneurship and the Business Plan ...................................................................... 15
Lecture 4: Market Orientation and Market Analysis Tools ........................................................... 19
Lecture 5: Marketing Strategy ........................................................................................................ 22
Lecture 6: Financial Statements ..................................................................................................... 27
Lecture 7: NEtwork Map and Action Plan ...................................................................................... 30
Power Point Summaries: Media ......................................................................................................... 33
Lecture 3 and Seminar 2: Semiotics ............................................................................................... 33
Lecture 4 and Seminar 3 ................................................................................................................. 35
Lecture 5 and Seminar 4 ................................................................................................................. 36
Lecture 6 .......................................................................................................................................... 39
Consultancy in communication – CCO2 Exam Training ..................................................................... 41
Book Visual Language - Exam Review ............................................................................................ 42
, MEDIA AND ENTREPRENEURSHIP
L E A R N I N G O U T C O ME S
For the part on media 50% of the grade:
• Visual Language (Van den Broek et al., 2012), Chapters 1,2,3,4,5,6,7,9
• The Power Points of the lectures
• The additional material on Blackboard.
For the part on Entrepreneurship (50%):
• The entire Entrepreneurship Reader
• The Power Points of the lectures
• Additional (but not mandatory): The Right-Brain Business Plan (Lee, 2011), chapters
1,2,3,4,5,6,7,9
Learning Outcome Entrepreneurship:
The student understands and applies the basic components of the Business Plan: personal
branding, business vision & mission, market orientation, promotion, organization, networking,
financing.
Seminar 1; Seminar 2; Seminar 3; Seminar 4;
Functions and Shots, composition & Semiotics Gestalt & The Third
meaning of visual decoupage Dimension
language
• Chapter 1, 2 • Powerpoint • Chapter 5, • Chapter 4,
and 3, • cameratraining, • Powerpoint • Chapter 9,
• Powerpoint • PDF lecture 3 • Powerpoint
lecture 1 blackboard, lecture 4
• Powerpoint
lecture 2
Seminar 5; Seminar 6; Seminar 7
Retorics & Framing Storytelling & Editing Final draft 1 minute
movie
• Chapter 6, • Powerpoint
• Powerpoint • cameratraining,
lecture 5 • PDF
blackboard,
• Powerpoint
lecture 6
1
, VISUAL LANGUAGE
CHAPTER 1: INTRODUCTION
Image – refers to all communication instruments that are not primarily text, that reach us by means
of a two-dimensional medium, and that have a primarily communicative-rhetorical function.
Shape: The individual elements of an image are shapes but a whole
image can also have a shape. – shapes gain a virtual volume
through the addition of shadows and highlights.
Irving Biederman (1987) – describes the three-dimensional shapes
that people are able to distinguish.
• Mentions as many as 36 different so-called geons, which are
used by makers of computer games and virtual-reality
environments.
Geon rendering – digitally ascribing visual characteristics (color,
structure, texture, luster, tint) to geons.
Visual communication – is the integration of images and elements
of images (visual elements) and words (verbal elements) to make up a unit of communication (Horn
1999)
Communicative-rhetorical – gives a normative framework
Three theoretical schools:
1. Gestalt Theory - Underpins the choices that one makes
2. Semiotics - Offers a normative framework for what may or
may not work
3. Modern Rhetoric - Provides a conceptual apparatus for
talking meaningful about images.
2
