COM CO 101 Lecture Notes - Lecture 1: Louis Althusser, Antonio Gramsci, Transcoding
29 Apr 2016
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Document Summary
The production of meaning involves at least three elements besides the image itself and its producer. 1) the codes and conventions that structure the image and that cannot be separated from the content of the image. 2) the viewers and how they interpret or experience the image. 3) the contexts in which an image is exhibited and viewed. Traditional usage: to interrupt a procedure in order to question someone or something formally. Images interpellate viewers: to describe the way that images and media texts seem to call out to us, catching our attention. Now: images hail viewers as individuals, even when each viewer knows that many people are looking at the same image--that the image was not intended just for me but reaches a wider audience. Effective: the viewer must implicitly understand himself or herself as being a member of a social group that shares codes and conventions through which the images through which the image becomes meaningful.
