Lecture 4: Tutorial Question (Cont.)

Tutorial Question: If all Visual Communication is subjective, why do we have to study it?

Subjectivity is defined as "judgement that is based on individual's personal impression, feeling, and opinion rather than external facts." Being subjective when studying about different societies around the world has its advantages: Firstly, it will be easier for students to relate when being subjective. Visual communication is all about understanding that perception changes according to ideology and cultures, therefore, having to learn and discover the similarities and differences can be tested in real life whether or not it can be proven the same.

Secondly, studying syntax, semantics, pragmatics, and semiotics requires students to be opinionated when analyzing the visual stimulation. The study of signs is all about the self perception and comparing it with others, individuals are brought up differently although in the same society culture and traditions are very diverse. Therefore, being subjective allows student to accept and not be close minded about other cultures.

Therefore, being subjective is very important to understand human behavior in this case how individuals react to visual communication. Different ideologies and culture requires student to be subjective and understand the reasons to why there is a diverse perception of visual stimulation.