The Rise of Visual Culture
- culture - texts/artefacts embedded with meaning
- image/object encoded in its production
- further encoded when placed in a setting/context
- decoded by viewers depending on their set of cultural assumptions and viewing context
Sender > Message > Receiver
Encodes > Medium > Decodes
<
Feedback
medium - channel/means of communication
feedback - know the message is understood successfully
mass media, e.g. newspapers, TV, film, radio, internet, enables transmission/sending/encoding + reception/'reading'/decoding or messages on a large scale
effective communication relies on the receiver understanding the message
- usually shared+ agreed meanings based on common /shared experiences
messages made of signs -
semiotics - art/science of studying signs
signs built of signified + signifier
image/word - signifier =>
+ }sign
meaning - signified =>
diff signifiers refer to the same signified
same signifier refers to the diff signified
meaning based on shared agreement
meaning is learned - not natural
constantly interpreting signs + decoding them according to own experiences + values
representations are re-presentation of reality - not real
Barthes - all images have more than one meaning
- one meaning leads to more being uncovered - chain of signifiers
polysemy - many meanings
culture of mediation
Marchall McLuhan - 'Understanding Media'
situation culture
situations/surroundings shape individual identities
primarily an oral culture - word of mouth
communication; - usually a two-way process
- face-to-face
- direct
mass communication
mass media culture more a one way process
gap between the sender and receiver
lacking in audience response
mass media - become the facts of life - become more socially and culturally dependent on them
what effects do the media have on society?
mistrust of popular culture - debase/degrade cultural traditions + standards
John Fiske
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