or
what a pleasure to see them look a long time ago
time I wanted to talk about this all my
professional life I have focused on trying
understand the power of the image ok the
visual image material the image
perceptual the mental image I’m
talking about the application of the
visual semiotics and look at that as
creative
It is every day’s task to create
images that convey a message but
the image can do something much more
can persuade is the first idea that
I want to share with you today the design is a
avocado
and how is that going well with the soup
bryant doberti in his book print graphic
design makes this technology
very appropriate
he talks about the design of the layers of
design ok
let’s talk about layers the first layer of
design or we’re going to talk about
creativity the most basic conception that
we have this we talk about the creative
that creates things that create images
visual materials flyers brochures
ok books
a concept that we all know now
the second layer talks about a creative that
create messages ok this is more interesting
to talk about this is to say that the
creative and get a message from
comitente translates it into the language
visual with a strategic vision case
Of course, a corporate identity does not have
what to do the resonance with your audience
goal to create a brand and in the
center in the nucleus we have a concept
very interesting which is the creative
as an exchange agent ok the creative
as an agent of change that design
can change the status quo already sounds
incredible but the design can change
the status quo
what’s up ok
very well the design then I come to you
to say this no
I come to warn you what has
found beware of the memes ok
beware of the memes that yes because
because this image that all of you
they share in their whatsapp groups this
image that seeks to use the things that
they go from day to day because we take care of
so look at the memes are the new
propaganda form
ok the new form of propaganda then
this sounds a little bit weird but
look let’s talk about let’s see m from
another perspective let’s see the meme ok
as a visual narrative because the meme
you have inside signs you have to in your
conjunction create a meaning and there are groups
or that there are groups that know this and that
they handle this for their own interests
already and they try to induce create with this
word induce an opinion in us
and how do I come to this conclusion
Look, I’m going to tell you a story
curious and I’m a fan of the
propaganda I love the propaganda of
that was in the classrooms of this
university and develop a taste for
for this subject and I know what they are
thinking what kind for boring truth
and got into the propaganda then look for
Dolphin is very interesting because
definition to propaganda tells us that
we have to identify the individual with
the ideals of the whole mass already
we do not have to report but generate a
emotional reaction ok few words no
is saying that you have to lie look
how curious what the books say
then this psychological artillery ok
has used the resources of the
visual language through history
and that I’m going to do a review now
quickly because a principle the
propaganda poster that was one of
the first formal forms of the
propaganda the wording as how
creative is interesting and you’re
so much to see this because it was nourished
the artistic vanguards like the
constructivism change the advertising of
last century and laid the foundations of the
modern propaganda because it happened more
ahead
later the television appeared and
along with him the TV spot and a
new concept the video
ok giovanni sartori
and political science researcher
analyzed this multimedia revolution and
He stressed that homo sapiens was coming
very focused on the topic of the word
written was going to a homo videns
he said that the image was
replacing the word and spoke of a
remote-controlled society is to say that the
opinion is created from television already
sounds sounds pretty scary and this
It was the last time this happened
after this happens everything appears
hours
appeared the internet social networks
yes
so what happens here we are going to do
here I want them I want to raise that
imagine this as it is like in your life
normal
you wake up looking at the phone
watch the news while they have breakfast
to his place of work there are
behind a screen all day a
way back home they check
your phone and also probably that
is what you do before the last
thing before sleeping true then
imagine this scenario I would
I ask you live or do not live
in a visual society
yes true then look how interesting
the power that the image has today
this prominence that has in our
lives the image today and look at them
I will say the image is not limited to
represent a reality but it can
create the ok then
what happened here appears the cyberpolitics
so the texts were about
describe it as propaganda through
of the internet but let’s analyze how
is that propaganda gets into these
new media these new new media
social networks have a
characteristic that there is a
bidirectionality in the communication if
you send a message ok the message
has an answer then here is a
interesting phenomenon changed the
rules changed the game then also
the propaganda that is like a monster
that is mutating true poster then
happened to the spot and now as how is it
has mutated again as in with the meme
true
now the propaganda is a m
very interesting this does not seem
propaganda we do not resist the
manipulation and there are companies and groups that
they know this and they use it to their advantage then
what I am saying to you may
sound a little
a little bit beautiful we are going to see evidences
let’s see evidence
first according to a study published this
year by force they analyzed the base
of data on the tmz.com website and in
the election framework
presidential usa 2006 them
did this this little one this little
investigation where we can see that the
memes with political content it
they started shooting it’s not going to grow
exponentially we keep coming to the
election date then clear
you can think at this time yes
yes that’s obvious because given the context
of the importance of the fact not but
we have to see further what if this
exponential growth was induced what
such if he was induced sir must give another
example a little more local you with
a social media tool
listening can be tweets of a
determined hashtag ok this says this
exercise
I extracted the tweets a sample of the
tweets of a trending topic here in
ecuador political content that happened
last year and I’m passing it to some
dynamic tables we can analyze it and
see these data and what we find there
that there is curious there 60% of the
tweets that were part of this
term topic originated from
tweetdeck ok this application that
they normally use the community
managers already or to handle several
accounts at the same time then who
you use tweetdeck for use
daily to tweet tip raise the
hand
without any I do not see any then
it’s a bit suspicious ok
little suspicious
60% of tweets come from twitter
it’s true, I’m a person
quite suspicious but such this does not
convince you, be the evidence
required
look according to a study published this
year by oxford university
entitled troops roldán trauma kers them
in this in this paper what is what
they did is analyze and find
evidence that there are governments that are
using social media to
manipulate them and guess that we
we found on that list then now
they are no longer so dirty or really assume
this ok
the meme is the new way of
manipulation and look at josu girls that was
Hitler’s propaganda minister and
that raised many of the principles of
the advertising
he had a principle that is called the
beginning of the orchestration and with this
he said propaganda must be
reduce it to the minimum number of ideas and
you have to try to spread everything
possible a lie repeated a thousand times
it becomes true ok and as
we talked the image is not limited to
represent a reality but that
You can also create it
then there is a group of people a
group I do not know private governments that are
using the images the power of the
the power of the meme image and beyond
Laughter to impose your ideas for
build an opinion on us to
manipulate the masses through the
social networks ok and this is something
quite pretty quite serious ok
so you are creative
in a historical moment because you
they have the power to avoid this and
transform it into something positive the
creative in his knowledge has the
ability to create these speeches
visual these signs of these symbols
and give it a sense then we
we have to be ethical and give them a
positive sense ok
so I today what we come
to propose is the next idea we are going to
leave behind
these memes of political content and
come on
create and we will share others with a
more positive content although we do in
his game we weave this content that
generates hatred that generates violence that
generates intolerance that is in the frame
of a political agenda and we are going to
use this power they have today
creative and all of you to create
powerful images for one more purpose
positive let’s not continue creating bullets for
this psychological artillery but that
let’s create seeds ok
I repeat the design is an avocado and
you are all agents of
change so let’s challenge the
establishment yes and let’s not fall into its
body and we will try to create a
change change the status quo ok in de
a more positive way only I can not
do it but all together yes we can
true yes that’s all thanks
[Applause]
what a pleasure to see them look a long time ago
time I wanted to talk about this all my
professional life I have focused on trying
understand the power of the image ok the
visual image material the image
perceptual the mental image I’m
talking about the application of the
visual semiotics and look at that as
creative
It is every day’s task to create
images that convey a message but
the image can do something much more
can persuade is the first idea that
I want to share with you today the design is a
avocado
and how is that going well with the soup
bryant doberti in his book print graphic
design makes this technology
very appropriate
he talks about the design of the layers of
design ok
let’s talk about layers the first layer of
design or we’re going to talk about
creativity the most basic conception that
we have this we talk about the creative
that creates things that create images
visual materials flyers brochures
ok books
a concept that we all know now
the second layer talks about a creative that
create messages ok this is more interesting
to talk about this is to say that the
creative and get a message from
comitente translates it into the language
visual with a strategic vision case
Of course, a corporate identity does not have
what to do the resonance with your audience
goal to create a brand and in the
center in the nucleus we have a concept
very interesting which is the creative
as an exchange agent ok the creative
as an agent of change that design
can change the status quo already sounds
incredible but the design can change
the status quo
what’s up ok
very well the design then I come to you
to say this no
I come to warn you what has
found beware of the memes ok
beware of the memes that yes because
because this image that all of you
they share in their whatsapp groups this
image that seeks to use the things that
they go from day to day because we take care of
so look at the memes are the new
propaganda form
ok the new form of propaganda then
this sounds a little bit weird but
look let’s talk about let’s see m from
another perspective let’s see the meme ok
as a visual narrative because the meme
you have inside signs you have to in your
conjunction create a meaning and there are groups
or that there are groups that know this and that
they handle this for their own interests
already and they try to induce create with this
word induce an opinion in us
and how do I come to this conclusion
Look, I’m going to tell you a story
curious and I’m a fan of the
propaganda I love the propaganda of
that was in the classrooms of this
university and develop a taste for
for this subject and I know what they are
thinking what kind for boring truth
and got into the propaganda then look for
Dolphin is very interesting because
definition to propaganda tells us that
we have to identify the individual with
the ideals of the whole mass already
we do not have to report but generate a
emotional reaction ok few words no
is saying that you have to lie look
how curious what the books say
then this psychological artillery ok
has used the resources of the
visual language through history
and that I’m going to do a review now
quickly because a principle the
propaganda poster that was one of
the first formal forms of the
propaganda the wording as how
creative is interesting and you’re
so much to see this because it was nourished
the artistic vanguards like the
constructivism change the advertising of
last century and laid the foundations of the
modern propaganda because it happened more
ahead
later the television appeared and
along with him the TV spot and a
new concept the video
ok giovanni sartori
and political science researcher
analyzed this multimedia revolution and
He stressed that homo sapiens was coming
very focused on the topic of the word
written was going to a homo videns
he said that the image was
replacing the word and spoke of a
remote-controlled society is to say that the
opinion is created from television already
sounds sounds pretty scary and this
It was the last time this happened
after this happens everything appears
hours
appeared the internet social networks
yes
so what happens here we are going to do
here I want them I want to raise that
imagine this as it is like in your life
normal
you wake up looking at the phone
watch the news while they have breakfast
to his place of work there are
behind a screen all day a
way back home they check
your phone and also probably that
is what you do before the last
thing before sleeping true then
imagine this scenario I would
I ask you live or do not live
in a visual society
yes true then look how interesting
the power that the image has today
this prominence that has in our
lives the image today and look at them
I will say the image is not limited to
represent a reality but it can
create the ok then
what happened here appears the cyberpolitics
so the texts were about
describe it as propaganda through
of the internet but let’s analyze how
is that propaganda gets into these
new media these new new media
social networks have a
characteristic that there is a
bidirectionality in the communication if
you send a message ok the message
has an answer then here is a
interesting phenomenon changed the
rules changed the game then also
the propaganda that is like a monster
that is mutating true poster then
happened to the spot and now as how is it
has mutated again as in with the meme
true
now the propaganda is a m
very interesting this does not seem
propaganda we do not resist the
manipulation and there are companies and groups that
they know this and they use it to their advantage then
what I am saying to you may
sound a little
a little bit beautiful we are going to see evidences
let’s see evidence
first according to a study published this
year by force they analyzed the base
of data on the tmz.com website and in
the election framework
presidential usa 2006 them
did this this little one this little
investigation where we can see that the
memes with political content it
they started shooting it’s not going to grow
exponentially we keep coming to the
election date then clear
you can think at this time yes
yes that’s obvious because given the context
of the importance of the fact not but
we have to see further what if this
exponential growth was induced what
such if he was induced sir must give another
example a little more local you with
a social media tool
listening can be tweets of a
determined hashtag ok this says this
exercise
I extracted the tweets a sample of the
tweets of a trending topic here in
ecuador political content that happened
last year and I’m passing it to some
dynamic tables we can analyze it and
see these data and what we find there
that there is curious there 60% of the
tweets that were part of this
term topic originated from
tweetdeck ok this application that
they normally use the community
managers already or to handle several
accounts at the same time then who
you use tweetdeck for use
daily to tweet tip raise the
hand
without any I do not see any then
it’s a bit suspicious ok
little suspicious
60% of tweets come from twitter
it’s true, I’m a person
quite suspicious but such this does not
convince you, be the evidence
required
look according to a study published this
year by oxford university
entitled troops roldán trauma kers them
in this in this paper what is what
they did is analyze and find
evidence that there are governments that are
using social media to
manipulate them and guess that we
we found on that list then now
they are no longer so dirty or really assume
this ok
the meme is the new way of
manipulation and look at josu girls that was
Hitler’s propaganda minister and
that raised many of the principles of
the advertising
he had a principle that is called the
beginning of the orchestration and with this
he said propaganda must be
reduce it to the minimum number of ideas and
you have to try to spread everything
possible a lie repeated a thousand times
it becomes true ok and as
we talked the image is not limited to
represent a reality but that
You can also create it
then there is a group of people a
group I do not know private governments that are
using the images the power of the
the power of the meme image and beyond
Laughter to impose your ideas for
build an opinion on us to
manipulate the masses through the
social networks ok and this is something
quite pretty quite serious ok
so you are creative
in a historical moment because you
they have the power to avoid this and
transform it into something positive the
creative in his knowledge has the
ability to create these speeches
visual these signs of these symbols
and give it a sense then we
we have to be ethical and give them a
positive sense ok
so I today what we come
to propose is the next idea we are going to
leave behind
these memes of political content and
come on
create and we will share others with a
more positive content although we do in
his game we weave this content that
generates hatred that generates violence that
generates intolerance that is in the frame
of a political agenda and we are going to
use this power they have today
creative and all of you to create
powerful images for one more purpose
positive let’s not continue creating bullets for
this psychological artillery but that
let’s create seeds ok
I repeat the design is an avocado and
you are all agents of
change so let’s challenge the
establishment yes and let’s not fall into its
body and we will try to create a
change change the status quo ok in de
a more positive way only I can not
do it but all together yes we can
true yes that’s all thanks
[Applause]
Please follow and like us: