barebones communication

… a blog on communication

the language of facts (pitstop)

 

“Thus what is established by statistics seems to be a language of facts, but which questions these facts answer and which facts would begin to speak if other questions were asked are hermeneutical questions. Only a hermeneutical inquiry would legitimate the meaning of these facts and thus the consequences that follow from them”.

Hans-George Gadamer: “Philosophical Hermeneutics”, Translated and Edited by David E. Linge, University of California Press, Los Angeles 1976, page 11.

Library Thing.  

More on pitstops.

Please note, that he photograph above has been inserted by the blog author, who also made the shot. The photograph is, therefore, not a part of Gadamer’s original text.

June 17, 2008 Posted by knut skjærven | pitstop | , , , | No Comments

picturing the communication process

Picturing the communication proces. It that possible? Why not?

The picture below has already been posted to this site once. I seem to revert to it from time to time. It has something to it that not easily can be described. A couple of days ago I finally grasped what is was. Or “some of” what it was. It is a picture illustrating the communication process. Easy as that, and I really wonder why it took me so long to realise it.

Here comes the picture.

Let’s look at this pictures in more detail using some of the tools laid bare on this blog in earlies posts.

Denotations:

Denotations are the picture basics. That content that we all are likely to agree on. The basic stepping stones of the image. What, literally, do we have? We have parts of a large room. The wall framing the image left hand and right hand sides. The roof is indicated, and the floor is clearly a major part of the physical spread of the photograph.

At the back of the room there is a large class wall leading out to the exterior. A lake, trees and more trees. Laves and trunks. The glass wall, which is floor-to-ceiling high is bloken by vertical (wooden) poles to enhance the vertical impression.

In the middle some kind of cylinder.  Glass of plastic cylinder. In both cases transparent. Two people look into the cylinder from opposite sides. Facing each other. The closes persons seems to have oversized shoes on. The other person is blurred by the glass or plastic so you can only guess that this is a person. It is more of an indication than a precise outline, but we are not in doubt that it is a person. The second person is intended.

The camera angle is downwards, and the lens clearly a wide one that distorts the natural perspective making the parts of the foreground look bigger than the objects further away.

These are the most obvious denotations. There are more, and they could all be described in greater detail, but this is sufficient for what is need here.

Connotations:

And now to the connotations. Those second layer contents that always are there to add to the reading and understanding of a message. As shown elsewhere on the blog, and in the wording of Roland Barthes, you can talk about connotation procedures to get a grip of how you deliberately can try to work specific connotations into a message.

I will treat them pretty overall here only stating that to me this photograph comes with a content of life, playfulness, curiosity and ambiguity. It is a happy and youthful picture, as well.

I am sure that you will read, if not identical, then somewhat similar connotations into the image. And maybe even a greater number, since the shift of layer from denotation to connotation brings with it a shift from objective reading to subjective reading. Personal taste, understanding and preferences are to a larger extent at play here.

So far so good.

Symbolism:

Are there more to it? As indicated in the blog title there should be: picturing the communications process. Call this a third layer, call it a level inherent in the denotations and connotations combined. Call is basically whatever you like since labelling is not the name of the game here. The more I looked at the picture I found it to be a good illustration of the communication process. To me it symbolises the communication process. Why? And how?

One way of defining communication is by pointing to a sender and a receiver of a message. This is communication defined in its simplest form and it makes the point needed here. The person in the foreground of the photograph is the sender of the message, and he is also the receiver of a message. So is the person on the far side of the cylinder. Thus the transmission and receiving of a message is a circular affair always in motion. Partly transparent to the observer. This continuous movement is filtered by the individual’s outlook of the world. The way he or she, in phenomenological terms, intends the world.

When using the word intention here it is not in the ordinary sense of the word. I am not talking about intent as in the intention of going to the movies. In the phenomenological world view the meaning of the word intention differs from that, and the term really brings us to the core theme of phenomenology. It is called intentionality, and is that core notion that sets phenomenology apart from anything else that you have ever read about or heard about. Intentionality is all embracing. That is why, when you look at the basic barebones resource diagram below you will find phenomenology is the rock that everything rests on. Including phenomenology itself.

Speaking about different theoretical frameworks phenomenology embraces gestalt psychology, semiology/semiotics, naturalism, experiential results, hermeneutics and whatever framework you can think of. By that, and this is important, the barebones communication universe constitutes a completely new and integreted way of combining, handling and analysing bits and pieces of communication. And of construction such pieces. Like in this case: a simple, maybe not so simple, photography. 

For a shoutcut to barebones communication resources, please go here.

What is intentionality?

Intentionality is the basic idea that consciuosness always is the consciousness of something. The implication is that consciousness never operated in a vacuum or towards blank spots. When I, or you, look at the picture above we always grasps something. That something might be the overall picture, a detail in it, or simply something that are not directly present in the picture.

Alas, when the two guys in the picture stare at each other they stare at something. That something may be specifically present like the guy on the other side of the tube, or it may not be present. It could for instance be an imaginary guy only present in the viewers phantasy. As a mental picture.

That something, that is always there, will be dependent upon a set of social and phychological or physical factors. Things are filtered based on factors just mentioned.  So the glass tube, the glass or plastic cylinder, reflects the idea of looking through filters. There are, as you can see in the picture, a senders filter, and there are a receivers filter.  Things are communication your way, and are received your way as well. This filtering sometimes makes communication difficult, as we all know.

Presence and absence

When there is presence there is always also absence, and as there always are presence there will always be absence. It is one of the major benefits of phenomenology to have shown this. Does this sound cryptic to you? It should not. Just take a look at the picture once more.

What do you see this time? Well, here are some of the things I see. I see a wall, I see a window, I see some trees, I see two people staring into a glass tube. This must then be the present elements.

On the other hand here is what I don’t see: I don’t see the back of the walls, I don’t see the fishes in the water, I don’t see the birds in the trees, I don’t see the feet in the shoes, I don’t see the surrounding landscape. These are then the absent elements that makes this picture understandible to me. As they will to you. There is no way of escaping this.

I will dwell on this aspect to a larger extent in later posts. My point here is simply this: when you communicate what you don’t say is as important as what you do say. When you show, like in  a picture, what you don’t show is a strong contender for meaning. Everyone knows how loud a silence can sound, how speaking a white wall can be.

However, and this is my postulate, very few of us are really good in controlling absent elements in the same way we think that we control present elements.

Apart from a short sum-up I will, accordingly, say no more, and leave you to filter in or to filter out the vaste areas of absences in the continuation of this blog post :-)  Only you can do that.

Cheers.

Illustration and photograph on this blog are copyrighted by the blog author Knut Skjærven. Must not be copied, downloaded or used in any form without the prior, written consent of the copyright holder.
 

June 11, 2008 Posted by knut skjærven | hermeneutics, phenomenology | , , , , , , , , , , , , , , , , , | No Comments

Screenshot: Blog Statistics June 3, 2008.

All 

I have been a bit sloppy with the screenshot lately. Must be because of the heat, but here we go again. It is still the most simple posts that hits the most. And I guess it is going to stay that way. Now, as the next posts will be on advertising, as as branch of communication, we will see how those hits. 

Cheers

June 3, 2008 Posted by knut skjærven | Uncategorized | , , | No Comments

The “Rules” of Persuasion

I have been waiting for this. Or rather waiting for this book. I had it once, but it seem to have been lost. So I had to order a new copy. Used copy arrived to day from a book store in Canada. I had some difficulties tracking down a copy, but I managed by the help of Amazon. Thanks.

The name of the book is simply Persuasion in Marketing. Written by Horace S. Schwerin and Henry H. Nowell. Published by John Wiley & Sons in 1981. And if you belong to one of those (and there are many) that means that anything written more then 6 months back are either outdated or out of fashion, you should think again. If you are one of those simple minds, you are probably reading the wrong blog :-)

The reasons I anticipated this book (apart from the fact that I have misled my original copy) are many. First of all I have written a series of articles based on it; secondly I have written a book partly based on it; thirdly it is extremely good reading for anyone who have the ambition of doing efficient, economical (and I don’t even mean money) communication. Commercial or not. The validity goes way beyond the area of marketing if you deal with the core message in the book. And again, I am surprises, that when I added this book to Library Thing less than 30 minutes ago, I am the only one to have this book in a personal library there.

The chapter that works particularly well from an operative point of view starts at page 157, and is titled The “Rules” of Persuasion. The section Seven Fundamentals is where we want to dig in. “Over the span of more than two decades SRC tested, in the United States and several other countries, some 50.000 commercials and other advertising messages. We could not help observing that certain fundamentals recurrently characterized the successful campaigns of our clients and were much less often to be found in weaker efforts. These fundamentals, it should be added, were not our brilliant personal discovery; all have been stated in similar form at one time or another by astute practitioners of advertising both before and since.”

Here are the seven fundamentals. Take good care of them, because they might turn out extremely valuable for you as well. And that might particularly be if you are in the advertising business and are in the habit of making huge sums of money doing expertise work in communication for products, people , ideas, causes or whatever the reason may be. 

First Fundamental: One Unified Impression.

Second Fundamental: Dominant Mood.

Third Fundamental: Visual and Verbal.

Forth Fundamental: The Simple Truth.

Fifth Fundamental: Product of Consumer.

Sixth Fundamental: The Right Consumer.

Seventh Fundamental: Thoughts Worth Entertaining.

Well, is does not seem of much, does it? I knew that I would hear that argument, because for many these fundamantal are merely trivial. You might think so, but I am not at all sure that you are at all right. Unless you want to lower that standard of persuasive communication.

From I have seen lately, and not so lately, very few people are able to live up to these “trivial” fundamentals when doing communication. If you are in the advertising business you may have a particular hard time meeting the standard here, since the audience sometimes are diffuse, the media scattered and the competition for mere attention to your message is hard to get. 

I will not, of course leave it at this :-) Hopefully you did not think so. I will, in future posts, elaborate on each fundamental. So just stay tuned, and get ready for some interesting stuff here as well. The first thing you should do is, however, getting a copy of Schwerin and Newell’s book. If is is still out there.

If you are into the Scandinavian languages, and are able to read the letters of The Royal Kingdom of Denmark you might in fact do very well and maybe a little bit better with this book. That is, if you can get it. Hmmm …. I might even have a word with the publisher. 

Give it a thought on communication: Be serious in answering this question: How many pieces of advertising have you seen lately that really engage thought worth entertaining? And sent me a list of campaign so I can get entertained, as well :-)

As I said: Stay tuned. And while you are at it, stay healthy as well :-)

(The main tag for this barebones section will be rules of persuasion. If you hit the tag cloud you will be able to follow the section there).

May 28, 2008 Posted by knut skjærven | toolbox | , , , , , , , , | No Comments

Iconic Sisters

Sometimes things turns out a little different. You get a bit more that you bargained for. At least a little more then you dared hope for. 

This can happen in every type of communication. In texts as well as in visuals. In other forms of communication as well, I would say. In commercial and non commercial communication 

We know that there are at least two levels involved in every act of communication. The first one being that content that we all can agree on. The manifest that is there for everyone to see. The horse in the field, the car on the road, the couple on the bench. This is the denotative level.

Second there is the connotative level. That overlay that always comes with denotations in the ways that denotations are presented to us. The horse that is running and connotes speed, the car that is broken and connotes damage, the people on the bench that sit close and connotes intimacy.

Are there levels beyond that. Ask Roland Barthes and he will say yes and point to at least one more level. He talks about an obtuse meaning as the third level. This is highly subjective and therefore hard to speak about in objective terms (I will have a specific post on that some other time). And Barthes even talks about a punctum as a specific item within a visual. The punctum attracts special attention.

Leave Barthes’ third meaning and his punctum aside in this post. The questions is then if there could be a third meaning other than that indicates by Barthes. I think thet there could be such an alternative third meaning. It occurs when the obvious meaning content of an image, or any other act of communication, transcends itself and move the spectator from specifics to generals. When the pair on the bench, the horse in the field and the car in the street contentwise moves beyond that of a specific pair, a specific horse and a specific car and tells a story of pairs, horses and cars in general. This is when you get that bit extra. Something more than you could hope to expect. 

I call this third level for the iconic level. Combine the word icon with that of notation and you will get icon + notation: iconnotation.

Let me show you a photograph to illustrate what I mean. It is a portrait of two sisters sitting on a bench (what coindence :-)).

As a picture of these sisters it is rather saying for those who know them. The more, however, I looked at the picture it took on an extra dimension. I know these people well, but the more I looked at the picture the sisters disappeared as people that I know, and took on a dimension on simply “sisters”. They could be any pair of sisters. The image turned into an icon for the notion sisters.

Sisters, Copenhagen, Denmark.

So here is the deal then. Pictures (let’s limit the discussion to that) consists at least of three possible levels of meaning:

1. Denotation, 2. Connotation, 3. Iconnotation

Do I hear you say that these two people does not have to be sisters? They could be anyone. Could just be friends. Well, that does not really of matter. The important thing is that their likenesses; both facial likeness and likeness of bodily position indicates strongly (connotes) they they have some kind of intimacy beyond sitting on the same bench. Right? So, if your prefer the picture be be an icon on intimacy, that would be quite ok with me. Please remark that hand that turns out behind the back of the right hand sister. It wraps up the ideas of intimacy very well, in my opinion.

Of course all of this can be contested. Please do. The good thing with blogs, however, are that they very seldom are contested.

Should I mention that denotations and connotations are default levels in all images, and all types of communication, and that iconnotations are not. The two first are a question of quantity and the latter a question of quality. As sloppy image will hardly ever aspire for iconic status, since e. g visual distractions will not likely help concentrating the message. Any message.

Stay tunes and I will return to that :)

May 24, 2008 Posted by knut skjærven | hermeneutics, phenomenology, semiology | , , , , , , , , , , , | No Comments

You Can Pay Me Later: Husserl on Images.

Well, you will be surprised. I was.

Up till a month ago I had no idea that Edmund Husserl has written much about images. Not to speak about photography. Until I had a closer look in my bookcase and found this book: Edmund Husserl: Phantasie, Bildbewusstsein, Erinnerungen, herausgeben von Eduard Marbach, Husserliana Band XXIII, Martinus Nijhoff, 1980. 

I am ashamed that I have to admit that I have had this book since April 22, 1980. On the other hand it might have gained considerably in value since it is still in mint condition. I paid Deutsche Mark 255,00 for it at that time. And that is a small fortune. It is a brick on 724 pages written with an obscure philosophical pen. Husserl’s pen. The major parts of it about 100 years back. Don’t let that disturb you.

The good thing is, that is was translated (yes, it was) by John B. Brough in 2005 and published in a paperback edition by German publisher Springer. Goes by the title: Phantasy, Image Consciousness, and Memory (1898 -1925). And it comes at a much better price. It’s a good read.

What is even better is that the book is absolutely amazing for anyone that intents to dig into the ontology and images and photography. So, it you plan to have a career as a university professor, or simply settle for a Ph.D., or have an interest in the arts in general, you should simply start with this book. It leaves Roland Barthes and Susan Sonntag in the back row. And it does so in a couple of pages into the book.

You should move NOW, since this book and this branch of research have hardly picked up yet. But it will. You could really take the drivers seat for a while even if it will probably leave you with a 700+ pages headache. That will pass over time.

You don’t have to thank me for this recommendation now. You can pay me later. When I loaded both books to Library Thing a little while ago it turned out that I, so far, am the only one that have pointed to these books. And there are tons of books in there already. So the show is yours for the taking.

And as I said. You can pay me later, but if you are into this areas either as a researcher, student or just out of plain interest: GO FOR IT. I will - with some delay :-)

You will find the precise references to both the original version from 1980, and to the translation from 2005 by following the links. Both ways you are in for a brick of pages. 

NB: When you are done with Husserl’s theory on images and photographs you could always send me a quick word as to why the image below might have a certain phenomenological affinity :-) And, add a bit of semiological and gestalt psychological analysis while you are at it.

Good luck with both the books, and the picture. 

Berlin 2008. Museum Island.

All rights reserved.

Buy the English translation of Husserl’s work. Follow the link and support the site:
Phantasy, Image Consciousness, and Memory (1898-1925) (Husserliana: Edmund Husserl Collected Works)

 

May 20, 2008 Posted by knut skjærven | barebones communication, hermeneutics, phenomenology | , , , , , , , , , , | No Comments

Barthes’ Connotation Procedures 5: Aestheticism. (Post 5 of 6)

5. Aestheticism

Obscurity is not a world unknown to Barthes. Or to his readers or his critics.

Particularly if you want to venture into his world of photography. Barthes is famous for his article on the Third Meaning, that he wrote for the French periodical Cahiers du Cinéma in 1970. Here he introduces the notion of the obtuse meaning of an image. Some would rather call this the obscure meaning of an image (I will handle this issue in a separate post). 

I have to admit though, that already in 1961 when introducing his fifth connotation of aestheticism obscurity is present. To me it is, anyway.

Barthes states: “when photography turns painting, composition or visual substance treated with deliberation in its very material “texture”, it is either so as to signify itself as “art” (which was the case with the “pictorialism” of the beginning of the century) or to impose a general more subtle and complex signifier than would be possible with other connotation procedures”.

I’m am not sure what Barthes means with “a general more subtle and complex signifier”. So I am not in a position to be very helpful here. Sorry about that, but I urge you to pick up Barthes’ text directly, and tell me what this is all about. I will be more than happy to be educated here :-). How his connotation procedure of aestheticism can act as a mean of laying content into an photography, obscures me. Simple as that.

Here is an example of what I would call aestheticism in Barthes’ meaning “photography turns painting”. Or at least such a trial. This image, that is shot in Barthes’ own country, France, are overly saturated and filtered to make it look more like a painting than a photography.

French Farmhouse, Normandy, France.

Library Thing. (Roland Barthes: Image, Music, Text, pages 15-31, Fontana Press 1977, UK. Essays selected and translated by Stephen Heath).

Buy the English translation of Barthes’ work. Follow the link and support the site:
Image-Music-Text

 

May 2, 2008 Posted by knut skjærven | semiology, toolbox | , , , , , , , , | No Comments

Barthes’ Connotation Procedures 1: Trick Effects. (Post 4 of 6)

Again I am referring to a recent post for an overview of what Roland Barthes has to say about connotation procedures in his article The Photographic Message from 1961.

Let me also explain the rather technical syntax for the titles of these posts. Barthes used the name connocations procedures (in the English translation that is). Each have a additional title and a number. The first precedure he actually talks about is trick effects, or how you can change the overall meaning content of a photography by “tricking” your way around. In my post chronology this is post 4 (of 6).

1. Trick effects

Imagine that a certain politician fell out of grace. You could simply remove him from the photograph without anyone noticing and still present the photo as a historical fact. Or you could add a person or two, change the background from indoor to outdoor. There are many ways that you can go about such a intent.

Trick effects can be crude like in the instances mentioned, or they can be minor when you change the saturation of a colour, do a simple straightening of a horizon, or just add a bit of contrast to the final image.

Barthes does not mention these last option in his article, but I will add them here, since image manipulation of this sort have increased severely over the years. With photo editor software, this is a piece of cake nowadays. Even removing or adding a person is fairly easy.

Go to any photo site on the internet, you will find heavily manipulated stuff all over. In fact you will find much more manipulated stuff then straight photography. Nothing wrong in that, as long as you are aware of what is going on. It is not always there for you to see at first glance. You may not like this, since it blurs the borders between “reality” and “fiction”, but I am afraid that you have to live with it. 

Bringing it down to basics; image manipulation might alter both the denotative and the connotative content of an image. Thus it is in Barthes’ term a connotation procedure.

In the picture you find below, you’ll see such a trick that Barthes is intending in his article. I have inserted the head of a woman into the lens this gentleman (whom I know well) looks through. Just for the fun of it :-)

I am sure that the effect does not escape you. Is the red lady “a picture in his mind”, or is it “something he looks for or desire?” Or something quite different, maybe. I will leave you do decide. Under any circumstance this insert has altered the meaning content of this image, would you not say? It is an example of Barthes trick effects in photography as a way to manipulate communication content.

Lady in Lens

Copyright 2003: Knut Skjærven. 

Library Thing. (Roland Barthes: Image, Music, Text, pages 15-31, Fontana Press 1977, UK. Essays selected and translated by Stephen Heath).

Buy the English translation of Barthes’ work. Follow the link and support the site:
Image-Music-Text

April 8, 2008 Posted by knut skjærven | semiology, toolbox | , , , , , , , , | No Comments

Barthes’ Connotation Procedures 4: Photogenia. (Post 3 of 6)

As mentioned in a recent post I will elaborate on Barthes’ connotation procedures in separate posts.

Here comes then the third of Barthes’ procedures: photogenia (actually his forth, but I treat them in a slighly different order). There are, according to Barthes, 6 areas of procedures in total. For Barthes’ wording you have to read his article. Reference is made at the bottom of the post.  

4. Photogenia 

Barthes: “In photogenia the connoted message is the image itself, “embellishes” (…)  by techniques of ligthing, exposure and printing”.

What is meant by this? Any catches here? Not as far as I can see. By using different light sources, exposure techniques, and printing you can direct and control the connotation of an image. Or at least you can try to do so.

And you might add other resources for photogenia: what kind of film or non film (digital) you use, what camera and what lenses you use, what development chemicals you use (if at all). And there are more, but I think that the point has been made.

How do you treat the image in post production is a very interesting issue nowadays since different image editors are so easy to come by. Adobe Photoshop is such an editor, and the one that has been use to alter the shot below. To embellish it.

This image, that is shot at a WWII cemetery in Normandy France, has been severely changes from the original. The original was shot in full daylight. The grass was green and the crosses were white. By tweaking in Adobe Photoshop I have altered the original connotations thereby hoping to bring out some other qualities inherent in the shot and at the cemetery. I have, in the words of Barthes “embellished” this shot so that it come out with another story than that originally told. 

Denotations are obviously crosses and ground. Connotations are more dramatic and point to the individual soldiers who lies buried at the cemetery. The title of the shot is Soul Prints.

soolprints600.jpg   

Soul Prints, Copyright 2008: Knut Skjærven.  

Library Thing. (Roland Barthes: Image, Music, Text, pages 15-31, Fontana Press 1977, UK. Essays selected and translated by Stephen Heath). 

Buy the English translation of Barthes’ work. Follow the link and support the site:
Image-Music-Text

April 2, 2008 Posted by knut skjærven | semiology, toolbox | , , , , , , , | 1 Comment

Barthes’ Connotation Procedures 2: Pose. (Post 2 of 6)

As mentioned in a recent post I will elaborate on Barthes’ connotation procedures in separate posts. Here comes then the second of Barthes’ procedures: pose.

There are, according to Barthes, 6 areas of procedures in total. For Barthes’ wording you have to read his article. Reference is made at the bottom of the post.

2. Pose

Barthes: “… it is the very pose of the subject which prepares the reading of the signifieds of connotation: youthfulness, spirituality, purity”. He says this in a discussion on a specific portrait of President John F. Kennedy from the beginning of the sixties.

Obviously a person’s, or an object’s, pose can change the meaning of a shot. Particularly on the connotative level. Does it change the impression if the person looks happy or sad, if he/her smiles or not, if he/she looks distantly up in the air, or keep eyes towards the ground? Of course it does, as do any other compositional change in the picture.

Pose then, or in more general terms, composition, is a connotation procedure. It is one of the element that you can use for inducing a specific set of meanings in a photographic message.

Here is an example. In this shot the denotative elements are the two young people, the glass cylinder, the large window in the back of the image, the brick walls, et cetera. By placing themselves, as they did, around the glass cylinder the young couple added greatly to the content of this shot by inducing playfulness, joy, happiness just to mention a few such attributes. These are the picture’s connotations. For more on connotations (and denotations) you could go here.

The Glass House, Louisiana Museum of Modern Art, Humlebæk, Denmark.

Copyright 2008: Knut Skjærven. 

Library Thing. (Roland Barthes: Image, Music, Text, pages 15-31, Fontana Press 1977, UK. Essays selected and translated by Stephen Heath).

Buy the English translation of Barthes’ work. Follow the link and support the site:
Image-Music-Text

April 2, 2008 Posted by knut skjærven | semiology, semiotics, toolbox | , , , , , , , | 1 Comment