hello friends today we are going to look at multimedia presentation understanding the basics before this ah we have dealt with certain aspects of presentation ah and ah what is very significant in this particular context is that we need to know how the image component and the text component get integrated our discussion so far has ah focused on basics of images and all that but ah the relationship between the two the way that that they can be sensitively articulated manipulated understood and utilized in a successful way is something which probably needs a little more probing later on of course the musical component will be added when we have a lecture on the oral dimension which is again something which can be integrated with presentations where relevant but in general sounds or music unless absolutely required and the music is specific to the context or to avoid it in presentations because they distract us but what i am talking about right now not only applies to presentations they can also apply to web pages they can apply to advertisements they can apply to a wide range of elements which we find in visual culture and that's why we are going to discuss them in a greater detail so the multimedia dimension i will just touch upon quickly which is the fact that when a number of components come together we call it multimedia and if we start looking at layers to begin with let's say first step would be let's say either text or visuals then the other one let's start with text text with sound that is one level text with sounds and images that's another level text with sounds images music another level text with sounds images music and interactivity and we have the totality of multimedia today we are going to focus entirely on one aspect which is the relationship between text and images later on we will take up orality or music separately and you will be able to link it to this once you explore this lectures and try to link them together so here are the things which will be touching upon images text their positions and their significance the relations between images and texts how they interact interactive meaning when we bring in audio what happens and image text audio is something which we will touch upon ah in our lecture on orality we will not do it here but when you go there please link it to or please relate it to this particular lecture because of shortage of time we will not discuss it here the world of animation and we will look at few case studies just may be one or two of activities that we are doing together as a part of our research and then we we call it a day and i hope that i will be able to share with you certain activities which will excite you interest you and lead to group discussions on the discussion forum so if you looking at images and the relationship with texts here is the first scenario in this case we find that the sun has been presented first and then the text sun in such a situation if the object is unambiguous like a like a let say bottle or whatever then the meaning is very clear and then you find out what kind of a bottle what exactly is it doing there and things like that this is the first way that you can put in something as a kind of an element of surprise so you see an orange circle and only only after the word sun appears there you make sense of it and you relate it in a particular way now would you like to do that in your presentation if you want to do that in your presentation what purpose does it is it dramatic is it relevant in other ways these are issues that you need to address before you make a presentation of this particular kind you can also make a presentation where the text and the image come almost very close to one another you can put the image ah the text over here as well that's your choice where you move on to the top and put it over here that's also possibility and ah there are other alternatives as well of how you can place images let us say that you place the image over here and send there two things are noticeable one is that ah the significant distance as well as the orientation and ah distance manages to communicate a sense of let us say discreteness or difference between the two the meaning ability or the ability to convey meaning of a relationship between the two may be minimized by such a process you can have one which is the other way round you can have the text introduced first and then the image can follow this also manage to communicate sense of priority order ok because if something comes first is it more important if something comes less is it more important they also manage to communicate the element of size for instance if we had a much larger sun then who knows the meaning would very very significantly change you now these are the issues which play a significant role in the way we perceive things you see that not only the orientation not only the manner of presentation but the size the specificity the the relationship between the two these things play a very significant role one of the ah exponents in the field of ah multimedia communication mayer richard mayer and you get his reference at the end of the slide talks about ah different things which work when you are putting images text or images ah ah texts and animations together and ah i will be sharing the the basic the gist of it and the link is provided you can see and have a look at it which will give you certain insights as to how you should link images and texts and animations together to make it more interesting interesting and more exciting i also have a series of other examples here with me which will give you insights into this now you see that ah images can be treated as texts what exactly do we mean by this here is a poem by apollinaire the french poet where he started experimenting with what he called called caligrams where you see that its combination of calligraphy as well as poetry so paris certain dimensions of paris epitomized by presenting paris as the image of of eiffel tower not so paris is kind of articulated as or meta presented metaphorically as a eiffel tower and eiffel tower is made up of words and these words manage to convey some meaning on their own merit and they manage to communicate any image which with its centrality of the paris in the image itself as you can see over here to convey certain things the concrete poetry became a significant movement ah in the middle of the century and there were a lot of experiments in this kind of ah poetry which combined images and texts and where images the text themselves were images and this has a lot of significance for the contemporary context where texts can be animated they can have characters and when we talk about typography typography does manage to convey specific characters characteristics qualities attributes of a particular text i will quickly touch upon that and then we will move on again back to images as texts or concrete poetry if you are taking the example of let's say ah typography ah of various kinds although i have not given get got the examples here i will put them on the slides for you you can see them you will find that ah certain typography typography ah features give you a sense of ah let's say elegance smartness sophistication certain others they give you communicate a sense of antiquity why not here you hear itself if we have certain letters we can we can share it very quickly with you if you looking at let say something like gothic obviously this manages to convey some different kind of association then what we were able to see with let's say calibr or let's say that if we go for something like when the concrete this it manages to some communicate something else in each of these cases the image quality of the typography does manage to communicate convey different meanings ok some are associated with science some are associated with ancient history some are associated with different other things so typography does play significant role and i will give you more concrete example little later here examples the first one is ah known as easter wings by george herbert a sixteenth century poem which again deals with the element of ah image so you see that the poem is about a prayer to lord where the metaphor of wings is very very significant and the prayer the poem is designed in such a way that it looks like wings ok and actually it is supposed to be oriented differently you are supposed to see it in a different way because then it will look very much like wings ok let say something like this which communicates the sense of an image within which a text is embedded and here are other examples of concrete poems where you see that silence is dramatized by the absence of words right at the center or an apple is represented by self-proclamation repeatedly of its apple but we can go beyond that as i said with you and if you are looking at this example of sole which means coal burning coal you can see the the element of fire the metaphor of fire very distinctively project presented in this example of typography so you see that i told you that images as texts sorry texts as images is a very important component of a life and here are examples of how it happens not something academic or pedantic or out of the ordinary its everyday experience when we look at commercials all around us and the way that people want to persuade us or communicate convey complexities of meaning by combining this now you see that ah texts can also become animations until now we have looked at texts as images but when texts becomes become animations they manage to achieve certain other attributes as well like are images or they have certain image qualities they are also actors because they behave in specific ways and even if they are not images of anything if which typography does manage to convey even if they are actors they manage to convey a different kind of a meaning which is associated with images ok so a text can jump around which can communicate a specific emotion we will look at many such examples now texts can also communicate the meaning which is conveyed through the texts through their behavior a happy text is a jumping text lets say a text which is terrified is trembling so you see that the texts behave in a way that communicate the meaning that they are trying to convey now these can have various interesting implications they can very powerfully manipulate our minds and interestingly you see that in various movies especially in many movies when you are looking at the credits initial credits you find animations are used ok and ah they do manage to ah communicate a sense of excitement thrill many alfred hitchcock movies if you are starting if you look at the credits the initial credits then you find that ah this this is very dominantly ah to be found ok now what i wanted to share with you what i am going to share with you is something which belongs to some research by me and my students at some point of time and this manage to convey ah communicate the meaning in a different way different ways by the way that they behave the way that the text behave and there are couple of short poems as well which again manage to communicate different things so i will go through them and i will share them with you right now so if you looking at the screen if you looking at the typography of here you can see for yourself how it behaves or if you looking at this it conveys two different things you slowness because and the steps that are being taken without being told and also a hierarchical kind of a thing which could be that she may have walked down from stairs so some of the meaning is not conveyed through the words but they are conveyed through the behavior of the text the stepping pattern which is like walking down the stairs towards to into the room and taking steps one after the other which are conveyed through this particular animus or if you look at this one the element of violence where the text changes its color and then kind of scatters anger is capable of changing from white to red communicating a sense of violence through blood and all kinds of things and then shattering destroying is something which is communicated through this animation now you see that when the same word is given a different kind of a coloring where it is the coloring of fear and the and the behavior of fear blue color of fear and the behavior of fear the meaning is radically different compare this and this and you can see the difference and you look at this so the meanings are very very different so when the waves dash against the rocks they spread around and they keep on doing that repeatedly and that is something which we are able to convey when we look at this particular animation let's look at it again you or the fall of leaves here are two examples of here is an example of kind of a poem through an association of colors different colors which are in gray scale the element of afternoon the element of autumn the element of certain kind of aging all these are reflected here is another poem you this has a mechanical quality to it as if somebody is typing this poem so it gives the association of somebody may be coming back and sitting down at his or her typewriter and presenting this writing typing this poem down here is another example which is very very different from that the impact is created by the way that emptiness kind of dissipates and the emptiness kind of spreads so you see that a special quality about this emptiness is created that this emptiness is of a specific kind here is a last but one example you so you find that in each of these cases if you are comparing it with an ordinary text the meaning is very different and you are able to do things which are which are which are able to convey different things at different points of time i will give you another i will give you an example from a work which has been done at cmu carnallis mellon university and ah this is a part of their text animation and project which was known as the kinetic text project and hopefully this will give you an example experience of how powerfully text can be manipulated to create emotional impact gentlemen Welcome to Fight Club. now if you looking at this particular clip that i shared with you right now i hope that it makes a very very powerful impact and with various kinds of animation software to begin with flash one can generate these there are many other software which are available online and one can generate these and these can be introduced to your computer presentation may be at specific places to make it dynamic to make it exciting the audios can be introduced there you can have dramatic pauses and make it very very powerful impression but it can be extended beyond that as well it can be a part of your web pages it can be a part of your advertising strategy if you are moving into doing business other than just presentation it can be it can be used in so many different ways so this is one of the things i wanted to share with you but then we move on to image and the relationship with texts you see that the text remaining the same if the image changes the meaning changes what exactly does this particular image convey probably it tells you something about measuring something or not being able to measure something or facing a problem or taking of the challenge of measuring now let's look at the next image you the text is the same but the image is so different the emptiness somebody waiting at the other side the desire to walk through this to the other side so many other meanings are generated so the text remaining same the images being different you can have radically different meanings and the same can happen in the other way as well here you have an image you let say that this is the first title you have one particular understanding of what it means now the way you will understand this image will be very different if you call it griff you and this gives a personal connotation to this and you might say that well this is van gogh's sister we dont know what the title is lets say and each time the title changes the meaning of the image changes so you see that together they interact and they create a different meaning or for that matter an image with which you are already familiar every time you present it with different titles the meaning of the image changes so this is to make you aware of the fact that texts and images when they interact convey different kinds of meanings and these can be manipulated and in a presentation this manipulation is again very significant in an advertising this is very significant in various other places this can be used in a very very positive way and this is the first stepping stone in the direction of multimedia then of course sound comes in as I said with you earlier. so meaning gets generated through interactions between words and images the title generates expectations about a story provokes meaning of a various different kind each time the title changes the meaning of the story that you write about it changes i tried it out with a class of students and the stories every time the titles were different for when let say that ten people were given an image with one title another ten people were given the same image with another title and they were asked to assess it and understand it they understood it very differently so we have the ability to manipulate the way people perceive things just by manipulating these elements images and texts can be used a very differently here is an example of a text only without the images if you look closely you will find that here is a man spending a little time in front of a tv and has a very nagging wife making his life according to him miserable and then he is looking around thinking of a way out and one day where they meet somewhere and you can see that he shoots and there is six banks and the three clicks indicate the level of his frustration because the killing is over but he keeps on clicking the trigger and there is planning to move on this image in itself manages to convey a lot of meaning on the other hand if we only have words ok the element of the communication of death and how frustrating it has been for him ah which has resulted in his killing her these would not be reflected so this in itself would not be powerful enough to convey it its only with the images that we saw earlier that it is able to convey that in a distinctive way you can have stories with no words and in such certain cases where the images and text are so related that without the words the story cannot be communicated or stories where you see that the images virtually remain more or less static it is the the words that give it a sense and change the meaning transform it now towards the end of this talk as i said with you the fact that texts and images are complimentary and they can influence one another is something which we will take one step further by sharing with you is very simple experiment which we did using eye trackers two sets of people were shown these fruits that you see over here and they were told about two different kinds of things before that in one case people were given scientific facts about fruits and about mountains and in the other case people were told aesthetic things like its beautiful and things like that both about the fruits and the mountains and when they started looking at the fruits in the mountains it was found that in one case where the aesthetic side was being given they started looking their behavior you see that the points of focus are spread out in different places and here it is focused in slightly different way and in case of mountain its all the more distinct in case of the scientific text after reading that people primarily focused in this area whereas in case in the in the context of the aesthetic presentation where beauty of the mountain was presented they were more exploratory they looked elsewhere this tells us this was also reflected ah in the behavior ah the responses because when they started responding to this particular text they managed ah particular set of images they managed to communicate different sets of ideologies and ah different ways of responses people who were told about aesthetics of fruits in general talked about the beauty or the lack of beauty of the fruits and people who were told about the aesthetics of mountains again did the same whereas people who were told sound scientific facts talked about health the ability of fruits to give vitamins their freshness or about mountains ah mountains are good for health and things like that so you see that the entire perceptual process of the images could be transformed just by manipulating the text the entire perceptual process of texts can be also manipulated by presenting images before that studies tell us these are known as emotion induction methods where you see that you show images or we use music which will be talking about little later to create sense of emotion of sadness or of happiness and these do manage to communicate manage to manipulate the way you understand things to manipulate your minds so you see that we have talked about the concept of manipulation we will be talking about perception negotiation later on which are about again convincing people manipulating to a certain extent within courts not necessarily in a negative sense people and their minds but we find that this is something which is very distinctively to be found in the context of visuals and the way that visuals interact with texts and the way that visuals and texts interact with sounds which will be taking up at a later point of time which will give a holistic idea of how multimedia manages to be a much more powerful tool very complex tool for communicating as well as changing behavior behavior i hope that these elements will be interesting and relevant for you in the context of soft skills and i hope that you are going to complete the various surveys related to this that we have given so that together we can look at how we trained how we behave in specific context thank you