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Viewers Make Meaning: Prac3ces of Looking - An Introduc3on To Visual Cultures

This document discusses how meaning is created in visual images. It argues that while producers intend certain meanings, viewers ultimately make their own interpretations based on context. Meaning is a complex social interaction between the image, context, and the viewer. Aesthetics and taste are also informed by individual interpretation and experience, as well as social and cultural influences. Overall, the document concludes that meaning cannot be fully controlled by producers and is created differently depending on the context and individual viewer.

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91 views14 pages

Viewers Make Meaning: Prac3ces of Looking - An Introduc3on To Visual Cultures

This document discusses how meaning is created in visual images. It argues that while producers intend certain meanings, viewers ultimately make their own interpretations based on context. Meaning is a complex social interaction between the image, context, and the viewer. Aesthetics and taste are also informed by individual interpretation and experience, as well as social and cultural influences. Overall, the document concludes that meaning cannot be fully controlled by producers and is created differently depending on the context and individual viewer.

Uploaded by

api-26977068
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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VIEWERS
make
MEANING


prac3ces
of
looking
–
an
introduc3on
to
visual
cultures


Marita
Sturken
and
Lisa
Cartwright

2001

Raquel
Dora
Pinho

Aula
de
História
e
Teoria
da
Imagem


12.Nov.2009

1.
PRODUCER´S
INTENDED
MEANING


IMAGEM

MEANING


PRODUCERS
 MEANING
 VIEWERS



1.
PRODUCER´S
INTENDED
MEANING


Does
NOT
means
that:

•  Viewers
wrongly
interpret
images

•  Images
are
unsuccessful


BUT:

MEANING
are
created
WHEN,
WHERE
and
by
WHOM
images

are
consumed


AND
not
only
when,
where
and
by
whom
they
are
produced

1.
PRODUCER´S
INTENDED
MEANING


different
ways

IMAGEM

MEANING


variety
of
CONTEXTs

PRODUCERS
 MEANING
 VIEWERS

individual
INTERPRETATION


RESEARCH
how
different
audiences
interpret
and

use
images
(ANTECIPATE
received
meanings)

1.
PRODUCER´S
INTENDED
MEANING


BUT
it
will
sUll
not
provide
them
full
control
over
the
MEANING
of
the

image
in
various
CONTEXTS
and
among
different
VIEWERS


TIME
and
LOCATION
of
viewing
in
relaUon
of
producing


•  An
IMAGE
creates
MEANING
in

the
moment
that
is
received
and

INTERPRETED
by
a
VIEWER


1.
PRODUCER´S
INTENDED
MEANING


A
MEANING
is
a
complex
social
interaccion
of:


CONTEXT

IMAGE

MEANING

Dominant
meaning
(in
a
culture)


VIEWERS

INTERPRETATION
and
experience

2.
AESTHETICS
AND
TASTE


•  QualiUes

•  Capacity
to
have
an
impact

on
VIEWERS


InterpretaUon
and
value
dependes
on
CONTEXT:

•  The
codes
that
prevail
in
the
society
(shocking
or
banal,

interesUng
and
boring...)

•  VIEWER
INTERPRETATION
–
AESTHETICS
&
TASTE


2.
AESTHETICS
AND
TASTE

•  AESTHETIC
‐
the
quality
of
beauty
is
dependent
on
individual

interpretaUon
(based
on
taste)


percep/on,
sensa/on
(capacity
of
giving
pleasure)


•  TASTE
‐
is
informed
by
experiences
relaUng
to
one´s
class,

cultural
background,
educaUon...


social/cultural
phenomenon
(es/los
de
vida...);
ability
to
judge
what
is

beau/ful,
goog,
proper

2.
AESTHETICS
AND
TASTE


TASTE
IS
NATURAL
OR
LEARNED?


•  Taste
is
learned
through
exposure
to
social
and

cultural
ins/tu/ons
that
promote
certain
class‐
based
assump/ons
about
correct
taste

•  Rank
images
and
objects
is
according
to
a
system

of
taste
based
in
class‐based
values

Pierre Bordieu (1970)
•  The
resut
of
social
origin
rather
than
accumulated

capital
and
experience
over
/me


Enforces class boundaries


2.
AESTHETICS
AND
TASTE


BEFORE:
Difference
between
HIGH
and
LOW
culture


Art movementes (pop art to


postmodernism styles)

NOW:
Cultural
categories
are
in
constant
change

SO...to
understand
CULTURE
–
analyse
its
producUon

and
consumpUon
of
all
forms
of
culture,
from
hight

to
low...



(Consumer
tastes
are
less
influenced
by
tradi3onal

social
structures)

DIVERSITY

3.
CONCLUSIONS


AESTHETICS
AND
TASTE


CULTURES

PRODUCER´S
INTENDED

MEANING

TIME
 VIEWER
INTERPRETATION


AGE,
CLASS,
GENDER


POLITICAL
&
SOCIAL
EVENTS


VIEWERS
MAKE
MEANING?

VIEWERS
INTERPRET
A
MEANING?

3.
CONCLUSIONS


the CONTEXTS are complex


&
the effects (VIEWER INTERPRETATION)
are difficult to antecipate

DOMINANT CULTURES to analyse


“values” and “accepted” aspects (are not
dependent on locations – globalisation)
+
Create EMOTIONS (aesthetics & tastes)

Charles Le Brun (1619-1690) Expressão


das emoções: Admiração

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