Videomaker (2019-05)

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2 VIDEOMAKER >>> MAY 2019

An unmatched power

Moving images have incredible power

over our thoughts and our feelings. As

makers of visual media, we need to be

aware of the effects our images have

on our audiences. Indeed, understand-

ing the cognitive and emotive impact

of media makes us better creators.

Cognitive impact takes place in

the mind. Cognition is defi ned as the

mental action or process of acquiring

knowledge and understanding through

thought, experience and the senses.

It’s about learning. Scientists and

psychologists have identifi ed a number

of theories in regard to the use of our

senses in the learning process.

One construct is the VARK system,

which identifi es four types of learners:

visual, auditory, reading and kines-

thetic. Visual learners tend to learn

best when they see information so

they can visualize concepts and ideas.

They retain information best when

a concept is accompanied by charts,

graphs, photos and graphics.

Auditory learners learn by hearing,

while others learn best by reading or

writing, or getting hands-on experi-

ence. What’s more, people learn better

when they can access two or more

learning types. One of the reasons

video is such an effective teaching

tool is the fact that it plays to multiple

learning styles.

Emotive impact, on the other hand,

takes place within the heart. The emo-

tive side of visual processing is related

to perception and judgement. What

we see may trigger an immediate and

intense emotional response.

The recent Camp Fire that devas-

tated the town of Paradise, California,

a neighboring town to Video maker ’s

headquarters, is one example. The

fi re produced surreal footage that has

been etched into the hearts and minds

of many. The footage that the Camp

Fire generated is powerfully emotive,

especially to those affected by the

blaze. Most of us have seen similar

footage — images that left a lasting

impact on our emotions.

As video producers, we can har-

ness a number of techniques to steer

a viewer’s feelings in one direction

or another. Shaky camera shots and

canted angles can make a viewer

feel uncomfortable. Some carefully

selected suspenseful music adds to

the tension of a scene. Simply chang-

ing the angle of impact of your key

light can have a drastic impact on

how people feel about the person in

front of the camera. Lighting someone

so half of their face is in shadow can

make them seem shady, suspicious

or downright unscrupulous. Lighting

from a low angle light can make them

seem threatening and ominous.

Understanding the cognitive and

emotive impact of media can truly

make us better creators. We have the

power to infl uence our viewers merely

by how we light, shoot and edit. May

we always use this power for good, and

leverage visual communication to make

the world a better place.

VIEWFINDER

by Matthew York

PRINTED IN USA

Videomaker (ISSN 0889-4973) is published monthly by Videomaker, Inc., 645 Mangrove

Avenue, Chico, CA 95926. ©2018 Videomaker, Inc. All rights reserved. Reproduction of this publication in whole or in part without written consent of the publisher is prohibited. The

Videomaker name is a registered trademark, property of Videomaker, Inc. Editorial solicita-tions welcomed; publisher assumes no responsibility for return of unsolicited material.

Editorial-related photos and artwork received unsolicited become property of Videomaker. Single-copy price: $5.99; $7.99 in Canada. Subscription rates: one year (12 issues) $19.97;

$29.97 in Canada (prepayment required, U.S. funds); $44.97 Foreign Delivery (prepayment required, U.S. funds). Send subscription correspondence to Videomaker, 645 Mangrove

Avenue, Chico, CA 95926. Back issues of Videomaker are available for order online at http://www.videomaker.com or by calling Customer Service at (800) 284-3226. Periodicals postage paid

at Chico, CA 95926 and additional mailing offices. Canada Post International Mail Sales Agreement #40051846. POSTMASTER: Send address changes to Videomaker, 645 Mangrove

Avenue, Chico, CA 95926. CANADA POSTMASTER: Please send Canadian address changes to: IDS, P.O. Box 122, Niagara Falls, Ontario L2E 6S8.

Videomaker makes no representation or warranty, express or implied, with respect to

the completeness, accuracy or utility of these materials or any information or opinion contained herein. Any use or reliance on the information or opinion is at the risk of the

user, and Videomaker shall not be liable for any damage or injury incurred by any person arising out of the completeness, accuracy or utility of any information or opinion contained

in these materials. These materials are not to be construed as an endorsement of any product or company, nor as the adoption or promulgation of any guidelines, standards or

recommendations.

subscription information

Videomaker Subscription Fulfillment

645 Mangrove Avenue, Chico, CA 95926

telephone: (800) 284-

e-mail: [email protected]

address

645 Mangrove Avenue, Chico, CA 95926

telephone: (530) 891-8410 fax: (530) 891-

Videomaker empowers people to make

video in a way that inspires, encourages and

equips for success. We do this by building a

community of readers, web visitors, viewers,

attendees and marketers.

publisher/editor

associate publisher

director of content

web developer

managing editor

multimedia editor

art director/photographer

contributing editors

director of sales

director of

business development

account manager

telephone (530) 809-

audience development

coordinator

director of finance

accountant

fulfillment assistant

Matthew York

Patrice York

Mike Wilhelm

Katherine Gabales

Nicole LaJeunesse

Chris Monlux

Susan Schmierer

Sean Berry

Peter Biesterfeld

Kyle Cassidy

Chris “Ace” Gates

Blag Ivanov

Mark Levy

Terra York

Lindsay Cox

Jessica Rowe

Jessica Rowe

Stephen Awe

Ryan Awe

Natasha Garcia

Matthew York is Videomaker 's Publisher/Editor.

You can comment on this article by going online:

http://www.videomaker.com/?p=

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