[237120, A1] Wk 2: Field Trip- Background Reading Glossary

   Visual context (n.): The social and cultural connections humans make between words and their meanings. Context is the bridge between what we know, and how we express it; it is the knowledge we bring to the words we use (Clarke 22-23).

For example, the 4 letters that make up the word ‘fork’ denotes the image of a pronged metal instrument. Culturally, we connote this with food and European styles of dining. Socially, the word conjured up images of gatherings and civilisation. With this knowledge, we are able to communicate a meaning behind the word.

   Context (n.)/Contextualisation (v.): Context is the process of appreciating the value of an object or concept present in its origin and history. It provides a depth of understanding beyond what can be found at face value (Clarke 24-25).

Contextualisation is the act of placing something within its context.

   World view (in relation to audience):  World view is the way in which mass audiences are exposed to the world. In consideration of the audience, it is necessary to consider who the audience is, and what image of the world is portrayed. The world view as it stands is often filtered to show the audience a view of the world for a specific purpose (Mirzoeff).

Works Cited

  • Clarke, Michael. “Verbalising the Visual: Translating Art and Design into Words.” Language and Meaning. Lausanne: AVA Publishing, 2007. Print.
  • Mirzoeff, Nicholas. How to See the World: A Pelican Introduction. London: Pelican Books, 2015.