VISA 1Q98 Chapter Notes - Chapter 2: Marker Pen, Low Culture, Reappropriation
9 Feb 2016
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Document Summary
Practices of looking:viewers make meaning pp. 49 -69 and 82-86. Interpellation how images and text call to us. To be interpellated by an image means that we know the image is meant for us. You don"t have to agree with the ideology or message of the image to be interposed by it. Ad"s seek to internal viewers and consumers. There is no authoritical meaning for readers to uncover in the text. Text a collection of cultral, social, etc ideas that preexist, not the authors own ideas. This can be applied to film, music, photography, literature etc. How are images judge depends on many things like cultural codes, shared concepts, what makes an image pleasant and unpleasant, shocking or banal, interesting or boring. This depends on the codes of the society and on the viewer. Taste connected to social identity and class status.
