Monday 14 October 2013

OUGD501- seminar 1- Communication Theory

Communication Theory 




In the lesson we were introduced to the communication model above. The model was designed to improve communication in the army but we had to think about applying it to design.

In pairs we had a discusion about what the five stages could be within design:

Information source - brief/client

Transmitter - the designer 

Cannel - medium 

Receiver - the design

Destination - Audience 

We went round the class and shared are translations. Some people had different interpretations but we agreed on:

Brief/client

The designer 

Medium

People who see it

Target audience 


Next, we had to make a list of problems that could affect the message getting from A to B:


Information source:

- Conceptual problems
- Bad communication with the client
- Limited information 

Transmitter:

- Bad designer 
- Lack of research
- Audience consideration 
- Miss interpretation 

Cannel:

- Cost
- Technical problems
- Location
- Format

Receiver:

- Cause offence
- Miss interpretation
- Language
- Tone of voice 

Destination:

- Lack of Feedback



Then we had to make a list of ways to prevent these problems:

Information source:

- Ask questions
- Clarify information with client 

Transmitter:

- Experiment with different designs
- Feedback from the audience

Cannel:

- Planning
- Organisation 
- Consider limitations 

Receiver:

- Use appropriate language for specific target audiences 

Destination:

- Feedback from audience


The Shannon-Weaver model has a noise source section which is applied to the channel category. However, when applied to design it can affect all five categories. We had to write a list of noise sources that could affect the model.

Information source:

- Money men
- Ethics

Transmitter:

- Designers style 
- Interfering client
- Personal problems

Cannel:

- Limitation of media e.g. technical problems 

Receiver:

- Location
- Visual limitations e.g. colour blind

Destination:

- Opinions
- Sub-culture 
- Prejudice 

Shannon-Weaver came up with three levels to further improve communication:

Level A - Technical 

How accurately can the message be transmitted 

Level B - Semantic

How precisely is the message conveyed 

Level C - Effectiveness 

How affectively does the received meaning affect behaviour


We had to categorise the problems we identified at the start into the three levels: 

A:
- Format 
- Cost
- Technical problems
- research
- Conceptual problems
- Brief understanding

B:
- Audience consideration 
- Language
- Colour schemes 

C:
- Feedback
- Location
- `miss interpretation 
- Tone of voice 


Noise

- Not just a problem, can be the outcome

 Zines are a good example of using noise in design. The bad finishing, use of slang words and low budget production have become a desired effect that can be seen as a positive.

Subverse noise - Intends to hijack existing channels of communication e.g. graffiti 


Redundancy Vs Entropy 

Redundancy:

- Provides no resistance 
- Smooth communication
- Conventional content 
- Wide audience
- Low information 
- Society based

Entropy:

- Communication changes into something completely different
- High information
- Unconventional 
- Low predicability 




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