Our first seminar of the Context of Practice Two module introduced to the theoretical aspects which will be exploring this year and more specifically, The Shannon-Weaver Mathematical Model, 1949.
- A model of the stages of communication which can be applied to communication in the wider, social and visual sense.
For example when applying the concept of a radio; The Information Source would be the speaker, the Transmitter (Encoder) would be the radio, the Channel would be the radio waves, the Receiver (Decoder) would be the radio and the Destination would be the ear.
Once we had been given this example of how the Shannon-Weaver Mathematical model could be applied to one form of communication we were asked, in pairs to apply the model to Graphic Design.
The Information Source would be the Brief set or the client, the Transmitter (Encoder) would be the visual means used to fulfil the brief, the Channel would be the designer, the Receiver (Decoder) would be the target audience and the Destination would be the public domain or in the subconscious of the audience.
When were then asked to consider the possibilities of problems which could occur at each stage and could effect communication.
1. The Information Source / The Brief or Client : The brief could be unclear or vague
2. Transmitter (Encoder) / Visual Means : Could misinterpret the brief
3. Channel / The Designer : Could make inappropriate design choices for the audience, the channel itself could be a problem
4. Receiver (Decoder) / Target Audience : Not distributed well
5. Destination / Public Domain or Subconscious : Not understood or memorable
The Shannon-Weaver model also takes into consideration 'Noise' which is something which interferes with the commutative act. E.g. Using the radio example again, 'Noise' at the channel stage would be noise on the line, or breaking up.
Noise is anything unintended added to the signal between transmission and reception.
For example:
Television - technical noise
Zine - Noise becomes a feature of the design and not always a problem
Using our application of the Shannon-Weaver to Graphic Design we were asked to consider possible sources of 'Noise' for each of the five stages.
1. The Information Source / The Brief or Client : The readability and legibility of the brief, distractions, stress from above
2. Transmitter (Encoder) / Visual Means : Software breaks?
3. Channel / The Designer : The environment
4. Receiver (Decoder) / Target Audience : The environment in which it is situated, graffiti,
5. Destination / Public Domain or Subconscious : Target audience detesting the product? Gossip, other design rivals
These can then be categorised further using the levelling system created by Shannon and Weaver:
Level A: Technical problems - How accurately can the message be transmitted?
Level B: Semantic problems - How precisely is the message conveyed?
Level C: Effectiveness problems - How effectively does the received meaning effect behaviour
Each level needs a different solution to remedy the problem
From this information we were asked, again in our pairs to separate the 'Noise' sources into the three categories; Level A, B and C
Level A;
- Inaccessibility to facilities
- Print difficulties
- Execution of design
- Technical difficulties
Level B;
- Readability and legibility of the brief
- Client / misinterpretation of the brief
- The language used within the design
Level C;
- Not understood by the audience
- No interest from the target audience
Redundancy Vs. Entropy
Redundancy:
- High predictability, low information
- A redundant telephone line does not interfere
- Redundancy is the path of least resistance
- Language is 50% redundant
A redundant message is:
- Widely understood
- Conventional
- Eases communication
Entropy
- Interpreted in a variety of different ways
- unexpected
- Carries more information
- Message lost?
Awareness of entropic moments which can occur at every phrase of the Shannon-Weaver model.
We were then shown an example of how a designer uses techniques of redundancy to communicate a certain opinion. The original photograph is entropic as it is not immediately understandable and there is some confusion, although it appears that there is some aggression from the police towards black people. However by placing the photograph onto the front of a newspaper with headlines such as 'CONFRONTATION' AND 'VICTIM: A policeman is helped to safety' and it appears as though it is the black people attacking the police.
Task:
Using an example of Graphic Communication, analyse in terms of of the Shannon-Weaver model discussing the themes discussed in the seminar such as three levels of of categorisation, redundancy and entropy.
Apple Branding
The Shannon-Weaver Mathematical model can be applied all aspects of communication in the wider, social and visual sense. Therefore we are able to use the model in order to analyse a piece of Graphic Design in order to determine how effectively it communicates.
When applied to Graphic Design, the first stage of the Shannon-Weaver model would refer to the brief set by the client. In the example of communication I have chose, the brief - set by multinational corporation Apple - would be to market and introduce a new Apple product.
In order to transmit the aim of the brief, which is the second stage of the Shannon-Weaver model Apple have transferred the design to a variety of media which includes billboards, adshels and newspaper advertisements and in terms of the brief this would be effective as increase awareness of the new product.
When producing the design itself, also known as the channel or third stage of the Shannon-Weaver model, the designer would need to consider what the global brand is synonymous with such as advancements within modern technology and distinctively stylish and sleek products. As well as designing something that fits with the uniformity of advertisements for previous Apple products.
The fourth stage of the Shannon-Weaver model is the receiver which in terms of the Apple advertisements would perhaps be consumers who have bought Apple products before and/or want the latest model of the product.
The final stage the Shannon-Weaver model is the destination, in terms of Graphic Design this would be the design situated in the public domain. In advertisements such as the examples for Apple products, the destination of the design would be within the target audiences subconscious, persuading them to invest within the product.
When analysing an act of communication in terms of the five stage, the Shannon-Weaver also takes into consideration the possibility that something that is unintended which could occur, affecting the communicative act, this is known as 'noise'.
A possible source of noise in terms of the Apple advertisements could be the emergence of other smart phones on the market from rival competitors which in the long term could effect sales of the iPhone. This would fall into the Level C categorisation as it refers to how effectively the message effects the behaviour of the target audience
I believe that the Apple advertisements are a redundant act of communication as instead of creating something that is which radical and unexpected, the designer has relied upon the visual style previously used to advertise Apple products such the iPad, to sell the new product. Perhaps the designer has chosen to create a campaign in-keeping with the uniformity of the brand so the audience will recognise it as a Apple product and therefore buy it.
