Rhetorical Problems in the Digitizing of Collections

By Luz del Carmen Vilchis Esquivel.

Published by The International Journal of the Inclusive Museum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This is a reflection on the implications involved in the transformation of a designed object into a digitized image in preparation for an exhibition celebrating a hundred years of Mexican design history.
An extensive description: Based on the project History of Graphic Design in Mexico and the compilation of more than seven hundred original pieces that have required photography and digitizing, the issue of physically altering the object has been faced. The previous has implications of form and depth, the first referring to physical aspects of the objects’ re-presentation and the latter being related to the receiver’s interpretation of this collection in which the opportunity to appreciate the paper’s texture, the object’s antiquity, the design’s physical characteristics and other morphological attributes such as colour, definition of the form, sharpness of the photograph, etc., has been lost. Likewise, a visual rhetoric is generated parallel to direct visuality, we could speak of the forming of a virtual visual rhetoric in which sense is altered by the object’s conditions of observation, the change of proportionality, the transformation of sensorial bonds with the receiver, and the dialogic alterations between the internal issuer and the one who interprets the image’s meaning, considering that there is a metamorphosis between the original object - for example, a poster or a book – and its digitizing, which henceforth is considered a fixed, two-dimensional and flat image.

Keywords: Exhibition, Image, Rhetorics

International Journal of the Inclusive Museum, Volume 2, Issue 1, pp.29-34. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.111MB).

Prof. Luz del Carmen Vilchis Esquivel

Professor, Visual Arts Postgraduate Program, National School of Visual Arts, National Autonomous University of Mexico, México, DF, Mexico

Professor in Posgraduate Program of National School of Visual Arts in National Autonomous University of Mexico. Pioneer in Mexico using digital resources in arts and design. First woman director of National School of Visual Arts at UNAM (2002-2006), has published 9 books about Graphic Design Theory, Graphic Design Metodology, Non-linear languages semiotics and Graphic Design Hermeneutics, 11 chapters in books, 61 research papers and 18 didactic manuals. Manager from two diferent firms: a technologic center and a graphic design place. Teacher during 30 years, is oficial tutor from postgraduate program in the lines of researching projects, semiotic and hermeneutic studies; participating in academic events in Mexico, Dominicana Republic, USA, Canada, Greece, Spain, Cuba, Peru, Holland, Uruguay, Argentina, Germany and Portugal and presentating conferences in Mexico, Panama, Cuba, Spain, USA, Lisbon and other countries; also, being advisor thesis from more than 150 researching student thesis works in different universities. Professional graphic designer, working in Mexico, USA and Canada in firms like BMG Entertainment, Environmental Law Institute or UNESCO in traditional and digital way. Visual artist, has exposed digital art, collage and visual poetry in more than 44 exhibitions in Mexico, Panama, USA, Rusia, Spain, France, Greece, Palestine and Frankfurt.


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