VCC101H5 Chapter Notes - Chapter 49-68: Roland Barthes, Michel Foucault
25 Jan 2017
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Meanings are produced through complex negotiations that make up the social process and practices through which we produce and interpret images. Interpreted and used by viewers in ways that do not strictly conform to these meanings. Difference between viewer and audience: viewer: an individual who looks, audience: a collective of lookers. By looking at the viewer, we can understand certain aspects of practices of looking that cannot be captured by examining the concept of the audience. Interpellation: to interrupt a procedure in order to question someone or something formally, used to describe the way that images and media texts call out to us. Tries to (cid:272)o(cid:374)stru(cid:272)t the ad (cid:449)ithi(cid:374) (cid:862)(cid:455)ou(cid:863) Producer: a person who identifies financing and oversees the many jobs involved in a production. Producer (in advertising): refers to the advertising agency, the lead designer, or the company whose product is represented in the ad.
