RHETORIC OF THE IMAGE II

FUNCTIONS OF THE LINGUISTIC MESSAGE IN

RELATION TO ICONIC MESSAGE

ANCHORING

RELAYING

POLYSEMY

POLYSEMY“FLOATING CHAIN” OF SIGNIFIEDS

PRODUCES UNCERTAIN SIGNS, I.E., IT’S HARD TO TELL WHAT SIGNS MEAN SOMETIMES

LINGUISTIC MESSAGE HELPS COMBAT THAT UNCERTAINTY

ANCHORING

TEXT DIRECTS READER AMONG THE

SIGNIFIEDS

AVOID SOME AND ACCEPT OTHERS

RELAYING

RELAYINGLANGUAGE AND IMAGE IN COMPLEMENTARY RELATION

WORDS ARE FRAGMENTS OF A SYNTAGM – SET OF SIGNS

WORDS “ASSIST” MEANING OF THE IMAGE

RELAYING – RELIES ON LANGUAGE

ANCHORING – MORE RELIANT ON THE IMAGE FOR THE INFORMATIONAL CHARGE

DENOTED IMAGE

DENOTED IMAGE LITERALNESS OF THE IMAGE

VIRTUALLY IMPOSSIBLE STATE

SETS THE PHOTOGRAPH AS A MESSAGE WITHOUT A CODE

THE PHOTOGRAPH

IS IT A MESSAGE WITHOUT A CODE TODAY?REGISTERS? MECHANICALLY, NOT HUMANLY?

THING’S HAVING-BEEN-THERE?

NEVER EXPERIENCED AS AN ILLUSION?

DENOTED IMAGE NATURALIZES THE SYMBOLIC MESSAGE

MAKES “INNOCENT” THE DENSE SEMANTIC ARTIFICE OF CONNOTATION

PANZANI ADD FULL OF

SYMBOLS

BUT STILL A SENSE OF NATURAL “BEING-THERE”A SENSE OF SPONTANEITY

THE RHETORIC OF THE IMAGE

LEXICON

LEXICONPORTION OF THE SYMBOLIC LEVEL OF LANGUAGE WHICH CORRESPONDS TO A BODY OF PRACTICES AND TECHNIQUES

IDIOLECT

IDEOLOGYWEB OR NETWORK OF COMMON BELIEFS, VALUES, ATTITUDES

DEMOCRACY, COMMUNISM, SOCIALISM, CHRISTIANITY, FEMINISM, CAPITALISM, ECOLOGISM, CONSERVATISM, LIBERALISM, ETC.

RHETORIC OF THE IMAGE

GENERAL IDEOLOGY SIGNIFIERS SELECTED BASED ON SUBJECT

THESE SIGNIFIERS ARE CONNOTATORS

TOTALITY OF SIGNIFIERS ARE A RHETORIC

RHETORIC OF THE IMAGE

•RHETORIC IS THE SIGNIFYING ASPECT OF IDEOLOGY

RHETORIC OF THE IMAGE

CLASSIFICATION OF ITS CONNOTATORS -- SPECIFIC INSOFAR AS SUBJECT TO PHYSICAL CONSTRAINTS OF VISION

GENERAL INSOFAR AS “FIGURES” ARE NEVER ANYTHING BUT FORMAL RELATIONS OF ELEMENTS

RHETORIC OF THE IMAGE

•THE CONNATORS ARE ERRATIC FEATURES

•READING THEM DOES NOT EXHAUST THE POSSIBLE VOCABULARY

•DENOTATION REMAINS•DENOTATION “NATURALIZES” THE SYSTEM OF THE CONNOTATED MESSAGE