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8/13/2019 Lecture 2 for Winter
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What is visual culture?
What is culture? What are cultural and visual studies?
Culture as interactive and fluid process, and aprocess of negotiation
Culture as a contested space where many differentideologies exist
Culture as a invested in political and socialquestions
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Some ideas we will be covering
today Representation
Meaning
Seeing vs. looking
Mimesis
Semiotics
Saussure
Sign- signifier and signified
Roland Barthes
Connotative and denotative levels of meaning
Myth/ideology
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LOOKING vs. SEEING
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What is seeing?
to perceive with ones eye
to detect things by the use of the eyephysical process of receiving and processing visual data
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LOOKINGthe way we understand and engage with visual data
it involves interpretation
it is a practice through which meanings are createdIT IS AN ACT OF CHOICE
it involves power relations
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Manet, Olympia 1890s Oil on Canvas
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We engage in practicesof looking to communicate,
to influence, and be
influenced (Practices of
Looking, p.10.)
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Visual Technologies
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Representation
What is it?
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MIMESIS?
Comes from Greek- mimEsis, from mimesthai= imitation or mimicry
Are the systems of representation mimetic ?
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Juan Cotan,Quince,Cabbage, Melon,
and Cucumber,c. 1602
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Pieter Claesz, Stil l L ife 1645
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Pieter Claesz, Stil l L ife 1648
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Air Canada
advertisement in
Pride Week
brochure, 2004
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Meanings are produced through complex relationships
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The Long Stone
Standing Stone
Gloucestershire
Andy Goldsworthy,Boulder.3Boulder covered with flower pedals and leaves
The participants in a culture give meaningto other
people, objects and events.
Thingsin themselves rarely have one fixed or
unchanging meaning.
A stone can be a part of a landscape, a part of a sacred
site or a sculpture
http://www.cepolina.com/freephoto/ab/a-big.red-stone.htm8/13/2019 Lecture 2 for Winter
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REPRESENTATION
Is the way we use words or images to CONSTRUCTaspects of our reality
Representation is a system
It is also a process of negotiation
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PRODUCERVIEWERS/READERS/LISTENERS
CONTEXT:
Museum, home,
Street,concert hall
Television,
radio etc.
Construct
meaningsthrough
systems of
representation.
This is
influenced by
their culture,
education,
interests, status,
age, sex etc.
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Key Questions about Specific Representations
What is being represented?
How is it represented? Using what codes? Within what genre? How is the representation made to seem 'true', 'commonsense' or 'natural'?
What is foregrounded and what is backgrounded? Are there any notableabsences?
Whose representation is it? Whose interests does it reflect? How do youknow?
At whom is this representation targeted? How do you know? What does the representation mean to you? What does the representation mean
to others? How do you account for the differences?
How do people make sense of it? According to what codes?
With what alternative representations could it be compared? How does itdiffer?
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READING IMAGES ?
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In your textbook on the page 25 authors write :
The capacity of images to affect us as viewers and
consumers is dependent on the larger culturalmeanings they invoke and the social, political, andcultural contexts in which they are viewed. Theirmeanings lie not within their image elements alone,
but are acquired when they are consumed,viewed,and interpreted
They continue by saying:
Images are produced according to social and
aesthetic conventions. Conventions are like roadsigns, we must learn their CODES for them to makesense; the codes we learn become second nature.
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SEMIOTICS???
It is a science of signs.
In its most basic explanation it
can be defined broadly as a domain of investigation that
explores the nature and function of signs as well as the
systems and processes underlying signification, expression,
representation, and communication.
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Semiotics comes out of linguistics
Charles Peirce and Ferdinand de Saussure
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Ferdinand de Saussure
signifier-signified
SIGN as a basic unit of language.
Composed of two elements:
Signifier and signified.
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Image/sound/word
Meaning
Signifier
Signified
SIGN
T-R-E-E
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Charles PeirceIcon, Index, Symbol
The Icon= refers directly to an object
Indexical Sign= it points to or results from something
The Symbol= does not look like its object BUT it alludes to it
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The Icon= refers directly to an object
Jean-Auguste-Dominique Ingres,
Princesse de Broglie(1851-1853), oil
on canvas
ICONIC signifiers
always resemble what
they signify.
Apictureof your face is an icon ofyou.The little square with apicture of a printeron
your computer screen is an icon for theprint
function. (Whereas a little box that has the word
PRINT'is notan icon since it has no physical
resemblance to printing or the printer.)
http://www.metmuseum.org/works_of_art/viewOnezoom.asp?dep=15&zoomFlag=1&viewmode=0&item=1975.1.1868/13/2019 Lecture 2 for Winter
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Indexical Sign= it points to
or results from something
dark cloudsin the west are an index of impending rain
Smoke is an index of fire
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The Symbol= does not look like
its object/idea BUT it alludes
to it
OR
Symbol is a sign with specificmeaning attached to it.
Jan van EyckArnolfini
Wedding Portrait, oil on
canvas 1434
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Roland Barthes
Connotation and Denotation
Denotationalmeaning is usually thought of as the
literal, obvious or commonsense meaning.Connotationalmeaning of a sign is related to socio-
cultural and personal implications or meanings- these
are often related to the issues of origin, race, gender,
ethnicity etc.
MYTH
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The Myth
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