Evaluation of The Use of Visual Stereotype in Terms of Visual Communication Design
International Studies in The Field of Communication Sciences, ASSOC. PROF. DR. MURAT SAĞLAM, Editör, Serüven Publishing, Ankara, ss.39-60, 2024
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2024
- Yayınevi: Serüven Publishing
- Basıldığı Şehir: Ankara
- Sayfa Sayıları: ss.39-60
- Editörler: ASSOC. PROF. DR. MURAT SAĞLAM, Editör
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- İstanbul Üniversitesi-Cerrahpaşa Adresli: Evet
Özet
‘Stereotype’ refers to routinization, stereotyping structures in different areas of life. Many stereotypes emerge in the field of visual communication.
Stereotype visual design elements carry either plain meaning or side meaning. In design, the most important element in choosing the elements of stereotype design is the symbolic meaning formed in the long process of that element of design. This symbolic meaning carried by the stereotypical image may come to define an idea, ideology or a group over time. The concept of stereotype is used to describe stereotyping in other words stereotypical perceptions within the framework of sociological approach. Although it expresses bad beliefs, perceptions and attitudes from a sociological and psychological point of view, it is used more in defining stereotyped design elements in terms of visual communication design. With this concept, the stereotypist’s prejudices are put forward. The function of stereotypes to reduce ambiguities through subjective certainty, and the ability to facilitate understanding, also provides a basis for its popularization and traditionalization (İmançer, 2004: 131).
Some of the stereotypes are based on empirical reality. Therefore, these are useful, but a significant part of them can cause exaggerations. What is important in visual communication design is not what to communicate, but how to communicate (Yavuzer, 1990). In this respect, the pictures and writings that constitute the message should be very well chosen. In particular, international media outlets and internet sites with a quarter-century of activity have played a major role in the formation of stereotypic elements. In visual communication, visual stereotypes stand out in terms of easier creation and perception of the message than other visual elements.
Today, stereotypes are put into effect as a control tool of guided centers. There are sensitivities of the certain societies to some stereotypes. High
stereotypes usage of the designer’s brings with it the abuse of these sensibilities. Visual stereotypes also contain negativities that will cause uniformity of communication activity. In addition, continuous use of stereotypes has important side effects that will lead to a vicious cycle for the designer and the perceptor.
Today, designers prefer design elements that have easy detection or have a lot of awareness. In cases where it is very difficult to create a remarkable new figure, the preference for stereotype figures or imitative figures carries no value other than to bless the past. However, today, the effect of stereotyped visuals, which come into our lives in large numbers, soon diminishes and loses its importance.