MDST*1030 Lecture Notes - Lecture 4: Shopping Cart, Louis Althusser, Antonio Gramsci
Week 4: Ideology, Rhetorical Modes of Appeal
Viewers make meaning
-The production of meaning involves:
1. codes and conventions that structure the image.
2. the viewers and how they interpret or experience the image
3. context in which the image is exhibited and viewed
Many interpret Rosie as a feminist icon, but historians
stress that she was not. She was appropriated to beckon women
into the workplace when bodies were needed as factory labour
to produce munitions and other products while men were
overseas. Unfortunately for many women who had grown
accustomed to working and the financial independence that
resulted from their jobs, Rosie’s purpose was extinguished at
the end of the war. Although employers had grown to accept
women in the workplace, the return of the soldiers to the
homefront forced them to admit that their recently adopted female staff had been temporary.
Interpellation
-When image or text (or both) ‘hails’ the viewer personally. (Often by using the word “you” or by
saying “we”)
-For interpellation to be successful, the viewer must be a member of the social group that shares
codes and conventions through which the image becomes meaningful.
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Practices of Display
-Ownership and display are key factors in establishing value
in art.
-Collecting art involves elements of hierarchy and value judgments.
-If a piece of art is in a museum, gallery or private collection it is generally considered more
valuable because of our collective understanding (shared ideology) that artwork seen in this
kind of display is important. It also increases in value because it is associated with those
artworks that surround it.
Fake prehistoric rock art of a caveman
with a shopping trolley has been
hung on the walls of the British
Museum.
-In 2005, Banksy successfully sneaked a piece of fake rock-art into the Romano-British galleries
of the British Museum.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The production of meaning involves: codes and conventions that structure the image. 2. the viewers and how they interpret or experience the image: context in which the image is exhibited and viewed. Many interpret rosie as a feminist icon, but historians stress that she was not. She was appropriated to beckon women into the workplace when bodies were needed as factory labour to produce munitions and other products while men were overseas. Unfortunately for many women who had grown accustomed to working and the financial independence that resulted from their jobs, rosie"s purpose was extinguished at the end of the war. Although employers had grown to accept women in the workplace, the return of the soldiers to the homefront forced them to admit that their recently adopted female staff had been temporary. When image or text (or both) hails" the viewer personally. (often by using the word you or by saying we )
