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"Gaps": communication strategy in images

Temes de disseny
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  • Communication
  • Linguistics
  • Philosophy


TEMPS DE DISSENY 'Gaps': communication strategy in images 'Gaps': communication strategy in images Jaume Barrera Doctor in Fine Arts from the Universitat de Barcelona. Design professional. In a very special way during the last decades and in parallel with the expansion of communications media and the proliferation of audio-visual systems, 'image' has been submitted to a great many processes, both the- oretical and practical. Thus, there are many disciplines which use this concept and therefore have it in their vocabulary as a cliché in their working procedures. This promiscuous use and exercise of the word, as well as its production, has the advantage of construc- ting a wide spectrum of experiences from which infor- mation can be taken, but it also has the disadvantage of dissipating its intensity as a definition and its clarity of concept and representation. In this way the use of the concept of image from the point of view of theory forces us to a previous exercise of territoral specificity and establishing the interests towards which conside- rations are directed. In this sense, it is important to rank the positions from which it is most appropriate to approach the 'image' when we are going to expose a communications strategy. In the first place, taking into account that we will be dealing with 'strategies', it is important to heed, abo- ve all, the sense of praxis which theory should have here. Thus, even though this analysis has in the back- ground a careful phenomenology adjusted to semiotics applied to the image from the text, it is towards a prag- matics of the event that the interest and final aim of - this study turns. In this way the image is conceived as a lived experience in which either through closeness or overlapping, analysis or synthesis, taking into account meaning or reference, we obtain sense and thus affect our judgement, behaviour and interpretation. Moreover, we must take into account the integration of image wit- hin the communicative process and have

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