Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

Option A 1) Mind Mapping Research Fraud

Health Hazard

Government

Professional Scientific Research

Ethical Behaviour

Consequences Manipulation

Commercial

Research Fraud

Lost of Scientific Research Credibility

Information False True

Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

Given the seven laws of mind mapping Tony Buzan in order to obtain a more complete method of thought, I began to research by defining fraud as my central theme. Later, I began by defining the concept with an image on the theme at the center of a white sheet horizontally. I chose an image that makes the analogy of health symbol with death. Also I chose to use different colors, at least three (green, blue, orange, etc.) in order to give structure, texture and creativity to the scheme. On the other hand tried to draw curved lines radiating from the center, connecting the concepts central to the central image. For example, the concept of information connected to the central theme in the first level, and then have associated the ideas of true and false at the second level, doing the same for a first level with Consequences and putting Health Hazard and Lost of Scientific Research Credibility in a second level. When I think in Reseach Fraud I think in manipulation, that it can be from commercial enterprises or for political reasons (government), and when I think in Research Fraud I also associate it with the ethical Behaviour in professional scientific research. On the other hand, we also chose to use keywords and images on each line with the objective of obtaining greater flexibility and creative thinking. I also tried using different images, since as is well known, a picture is worth a thousand words.

Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

2) a) The profiles of two faces can be seen, which boil down to the fact that some parts of the image play a prominent role (the figures) and that others are consigned to the background (the ground). This phenomenon subdivides the image into two parts, which is a principle that clever logo designers normally use. Peirce's ideas about semiotics distinguished between three types of signs: icon, index and symbol Whether a sign belongs in one category or another is dependent upon the nature of its relationship between the sign itself (which he called the referent) and the actual meaning. An icon is a meaning which is based upon similarity or appearance (for example, similarity in shape). (http://atheism.about.com/library/glossary/aesthetics/bldef_semiotics.htm, accessed on the 30 of October of 2012). So in that case this vase is an icon. b) In the famous Gestalt switch we can either see a young woman or an old hag, depending on the perspective of our view. For that same reason, the image is not only an optical illusion in which we can see two different images just like that. According to Peirce we are seeing here an iconic sign, because it shows similarity with something else, in this case a young woman or an old hag. In the other hand, there is also some connotation present, because the visualization of either an old hag or a young woman give us the idea that everything can have different interpretations and visualizations. In here is also present the Gestal law of Figure-Ground, where we can distinguish two different figures, even if it is almost impossible to distinguish them simultaneously. c) In this picture we can either see the face of the young woman or a man playing a musical instrument in my perspective. Once again we can see here an iconic sign that shares similarity with something else in real life. In this case, its alluding to the face of a young woman and to a man playing an instrument. In here is also present the Gestal law of Figure-Ground, where we can distinguish two different figures, even if it is almost impossible to distinguish them simultaneously. d) Again its present the Gestal law of Figure-Ground, where we can distinguish two different figures, even if it is almost impossible to distinguish them simultaneously. In this case we can see two faces kissing, and due to the contrast between black and white I would say that

Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

im seeing a case of primary connotation, where the black can either represent the face of man or also the face of evil (as they taught me in a cultural level), and the white represents a woman and the face of good. e) In this case I see the law of proximity present, because the sun and the eagle are two elements that if apart will be visualized as independent from each other. In the other hand, I think its a case of symbolic sign, because it reminds me a lot of the sign of the USA security forces services, and for that same reason the connection between the object and the sign is even looser to me. Of course that in order to know that I needed to know the cultural code of the USA society, for example. f) In this picture we can a contrast between the slogan and the image itself, which show us a cup of coffee and tobacco. For me its a case of primary connotation, because we are used in our society to have coffee and tobacco as two of life biggest pleasures, even if ironically they can be (in case of tobacco is for sure!) harmful for the public health. g) In this picture we see a bird bickering the wood that represents the man. In my opinion its a case of secondary denotation, because I find the interpretation itself very subjective, very on the basis of my own personal valures. For me it could represent the fact that the human being sometimes is unaware of the problems that its causing in the nature, and while she tries to warn us (in this case represented by the bird) we just dont get it and sometimes its too late then. h) In this picture we are confronted with a gun pointed at us. For that same reason in a primary connotation level, and based on the cultural/shared values of our society it can means a lot of things: a warning for human traffic and the fact that sometimes people are coerced with violence in doing some bad stuff; domestic violence, homicide, etc everything that is related to violence. i) In this picture we are presented with the image of an apple, which is red in contrast to rest of the picture that its all grey. In this case it could be primary connotation, because in the occidental cultural we are all aware of the tale of Snow White and The Seven Dwarves, and the

Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

red apple in this story is poisonous. For that same reason we can see it as contrast in which we are shown that not everything is what it looks, we shouldnt judge a book by its cover. j) In this picture we see a man trying to open a giant condom while the woman is laid on the bed waiting for him. For me this is a case of secondary denotation, because its a very subjective interpretation based on my personal values. The fact that the woman is laid waiting show us that many times the male sex is the one who take charge of almost every situation, and the fact that is trying to open a big condom can give us the idea that the male sexual appetite is insatiable.

Portfolio Visual Knowledge Building Minor, Wim Honders

Jos Maria Restolho Mateus Pinheiro, 524214, 31th of October of 2012

a)

b)

c)

d)

f)

g)

h)

e)

i)

j)