COM CM 301 Lecture Notes - Lecture 4: Cultural Appropriation, Transcoding, Wage War
3 Apr 2016
School
Course
Professor
Document Summary
Meanings are produced through complex negotiations that make up the social process and practice through which we produce and interpret images. Viewer is more important than the audience: viewer- an individual who looks. Understand aspects of practices of looking that cannot be captured by examining the concept of the audience, an entity into which producers hope to mold viewers as consumers. Interpellation- to interrupt a procedure in order to question someone or something formally, as in a legal or governmental setting. Images interpellate viewers, but the viewer must feel as if the message is meant for them, even if their meaning is unique: audience- a collective of lookers. Producer- referring to an individual maker, a plurality of creative individuals unified by a shared set of aesthetic strategies of production design and display, or a corporate conglomerate engaged in different phrases and aspects of an as.
