Images are objective right? They show you exactly what happen. Well, one would think that’s the case. But in today’s day and age, images are quite subjective, given the advancement of technology and use of photoshop.
The Viewer’s Eye
Not only are images subjective because of the question of authenticity, but the viewing can choose what they see in the image. This affects how they interpret the image no matter the intent of the photographer or “producer.” As Lisa Cartwright and Marita Sturken say, in their book Practices of Looking: An Introduction to Visual Culture, “context cannot be fully controlled by the producer” (54). They explain how this idea is very prevalent in advertising today.
Symbols
They also discuss different types of symbols that can be very ambiguous to the viewer. This helps to show that the producer cannot control how the image, or advertisement is interpreted. If you saw a sitck figure drawn by a circle on top of a triangle, you would interpret that as girl correct? That is an example of an iconic symbol–one that resembles the thing it is representing.
The other two types of symbols are symbolical and indexical. Symbolic signs are ones such as the word “cat.” When you see the word “cat,” you imagine a cat. However, those three letters do not resemble anything of a cat–there is no obvious relation (32). Indexical symbols “involve an ‘existential’ relationship between the sign and the interpretant” (32). One example would be fingerprints, the fingerprints are of a certain person; therefore they are a symbol of them.
Since some symbols, such as words in different languages, have many different meanings, or objects have many different symbols, it is still up to the interpreter to contextually identify the meaning. This gives symbols, images and advertisements ambiguity.
The Interpreter
Not only do the aesthetics of image–whether it is appealing or attractive to the viewer–affect the interpretation of an image, but also the viewer’s “taste.” The viewer’s taste is shaped the the cultural or social background and experiences of the viewer that frame their personality and their perspective on life (56). While a producer may create something that is aesthetically appealing, one may not agree due to their own personal experiences that have shaped their perspective.
Next time you view an image, see how you interpret it. Compare that with someone else. Then try to image what the producer wanted you to interpret. Is it authentic? What is aesthetically appealing? What do you spy with your little eye?
thebrittbytes.wordpress.com 