CS251 Lecture Notes - Lecture 4: Long Term Ecological Research Network
CS251
Wednesday, September 27, 2017
Making By/ Through Looking
Meanings
•“meanings are produced though the complex negotiations that make up the social process
and practices through which we produce and interpret images."
•In the process of making, interpreting, and using images, meanings change."
•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 mage"
2. The viewers and how they interpret or experience and the image "
3. The contexts in which an image is exhibited and viewed"
•Although we can say that images have what we call dominant or primary meanings, they are
interpreted and used by viewers in ways that do not strictly conform to these meanings.” (49)"
•Trying to get response ones want but it doesn’t always work"
Viewing
•“Viewing involves a set of relational social practices "
•These practices over not simply between individual human subjects who look and are looked
at but among people, objects and technologies in the world.” (49)"
•Everything has a connotation including individual situation"
Interpellation
•“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, an entity in to which
producers hope to mold viewer as consumer."
•The term interpellation is an important aspect of this point."
•Consuming the image as it is presented to you "
•The term adapted by political and media theorists in the 1970s… catching our attention” (50)"
•Advertising interpolates us; successfully call our attention"
Athusser
•“Here, we draw on and move beyond … as their authors"
•Cultures are historical, tend to filter through generations"
•Hard to change attitude of others for simple stuff"
•Images hail viewers as individuals, even when each viewer knows that many people… a
wider audience. "
•Framework of understanding things are individual "
•Experience of viewing an image and responding to it, is fundamentally individual"
•example: advertisements - not created for individual people but do catch individual
attention "
•[F]or viewer interpretation,.. meaningful.” (50)"
•Trying to talk to people in a way, you believe they Anna be addressed "
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