In our society, the image has become a fundamental vehicle of communication. Its ability to condense meaning, evoke emotions, and construct narratives instantly makes it a powerful tool for influencing public perception, desire, and behavior.
The power of the image stands out in fields such as advertising and audiovisual media. In advertising, it helps build messages, aims to capture attention within seconds, and provoke a response from consumers. In audiovisual media, the image acquires a temporal and sequential dimension that allows for the development of complex narratives.
The construction of the still image and the transition to the moving image are key topics. The constitutive, morphological, dynamic, and scalar elements of the image are aspects that will be addressed in this introductory course on the general characteristics of audiovisual language.
Therefore, we will discuss concepts such as composition, the functioning of the eye, framing, camera movement, lighting, and editing. But we will also explore aspects of the audiovisual culture we live in, such as the ability of images to create visual representations and portray stereotypes, reinforce or question social norms, and shape cultural imaginaries.
In a context saturated with visual stimuli, understanding how images are produced, circulated, and consumed is essential for developing a critical and conscious perspective. This is even more relevant in a digital environment, where innovative formats such as short videos, augmented reality, or AI-generated images are increasingly prevalent. This evolution presents new ethical, aesthetic, and communicative challenges that demand ongoing theoretical reflection.
