Images speak to us. Not verbally, but through style, content, the worlds they construct, and the issues they raise.
The author or producer does not have full control of what message is conveyed. We bring our own experiences and associations to the images that the producer did not expect. Meaning can be totally different given the context or setting that the message is received in.
These are important things to think about, in respect to you audience, when producing content:
When – are they receiving it
Where – are there
whom – is it that is receiving it
Age, gender, region, and cultural identity are examples of other possible factors.
Aesthetics – individual interpretation of beauty.
Taste – Informed by experiences relating to one’s class, cultural background, education, and other aspects of identity.
Images are important to how we all construct our Ideologies. This is a process called Interpellation. This is important because it stresses how visually representing all aspects of life is essential in content production.
The Status Quo
Hegemony vs Counter-hegemony
Hegemony – images that represent the status quo or common ideologies and beliefs.
Counter-hegemony – images that represent the accession of new ideas and cultural norms.
Ways to understand media:
Meaning is a message decoded from the content by the reader or viewer that is a direct result of the combination of what the author intended and the culture and ideology of the decoder.
Dominant-hegemony – audience has unquestioning acceptance of the creators message.
Negotiated – audience questions the creators message and interoperates their own meanings from the content.
Oppositional – the audience outright objects to the meaning put fourth by the offer.
Not whether it is popular or not
How much power does the image/reading have on the audience.
Appropriation – Making due with the objects and artifacts of culture