Dissertation/Thesis Abstract

New Approaches to Global Visual Communication: Transcending Cultural Boundaries
by Gawlowicz, Amanda R., M.A., The American University of Paris (France), 2012, 94; 10305740
Abstract (Summary)

This thesis aims to propose an interdisciplinary model accurate for the analysis of global visual communication. First analyzed are the issues pending in major global communication theories and models as for the problematic of the treatment of local signs and from the point of view of visual communication. This then brings the research to address that many of these methodologies do not account for cultural similarities and differences, are rather linear, and are mostly applied to entities that operate within the same socio-historical group.

In researching a more dynamic and interdisciplinary approach to be proposed, a focus was placed on the specificity of global visual communication. The result of which was finding a newly developed model proposed for the field of cultural adaptation and translation. This thesis will show how theoretically and practically this new approach is based on Jean-Paul Sartre’s construction of the cube as a fulcrum visual model and Maurice Merleau-Ponty’s work on phenomenological perception as an interactive communication paradigm.

The research concludes that a re-working of this model may make it applicable for analyzing the local in global visual communication and therefore may transcend the limitations of cultural boundaries. To illustrate this new approach, three case studies have been included to explain the functionality of this model.

Keywords: Global visual communications, models, cultural differences, Sartre, Merleau-Ponty.

Indexing (document details)
School: The American University of Paris (France)
Department: Global Communications
School Location: France
Source: MAI 56/02M(E), Masters Abstracts International
Subjects: Communication
Keywords: Cultural differences, Global visual communication, Merleau-Ponty, Maurice, Sartre, Jean-Paul
Publication Number: 10305740
ISBN: 9781369493047
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