when you look at something do you look at the meaning of that advertisment or picture, every caputre has a meaning to it. when looking at the viewer you can understand a certain aspects of practices of looking that cannot be captured by examining the concept of the audience which is an important aspect of the act. interpellation -is another important aspect of viewing, to interpellate is to interrrupt a procedrue in order to question someone or something formally, as in a legal or gevernmental setting. This word was created in the political and media theorists in the 1970's who made the case that images interpellate viewers, around that time it showed what advertisments and picture called out to us. many advertisments do this on a daily basis, advertisments seek out you to interpellate viewer- consumers in consturcting them within "you" of the ad. many codes of meaning are used in advertisments. well to explain it to you the process of this interpellation, they are describing, an image or media text can bring out in the viewers "us" an experience of being hailed in ways that do not always promote a sense of being exactly the subject for whom the message is intended. viewers look at photography in a different way it can mean one thing to you and another meaning to another person like something that brings out love and romance you mite want to hold on to that photograpy because it give you that postive stimulus feeling inside.
producers intended meanings , who produces images, the major concept of this is major film producers or photographic producers. These producers look at the new age today and what people want to incourage them to want whats famouse like merdith levande explains in her excellent lecture about how sex sells will this is the same but visversia it flept you see not only does sex sell but what hot and famouse. For example lets look at new york city when you think of new york you think of big famouse almost like the city that never sleeps like vegas but more advertisment that what new york city is all about billboards big screen Tv's along with store along store its a chain of advertisment the world shows viewer the meaning that if they dont have that their dont popular , which make the world like it is today all about products and fancy cars or houses.
Aesthetics and Taste
Do you rember Growing up and your parents buying you something soo ugly and you would say they have no tast or dont know what in fasion today, well i do. Tast and Aesthetics are judgements about qulities such as beauty or coolness. when you think of Aesthletics you think about panting famouse art in general. Aesthetic reasons, we imply that the value of work resides in pleasure beauty, its style or the creative and technical virtuosity that went into in production.
Aesthetics have traditionally been associtated with philosopy and the arts. taste on the other hand is not smply a mattaer of individual interpretation. rather, taste is informed by experience realting to ones class. such as cultural backgrounds, education, and other aspects of identity,taste is another way to communicate it shows your identity the type of person you are. bourdrieu provided a description of tast and their origins in patterns of class distinctio. following when you say someone has good tast we may mean that they particitpate and are educated in middle-class or upper- class notion of what is aesthetically pleasing. Tast in this understanding, is something that can be something that can be learned throught contact and culture. through this we can see other cultures taste by which they like for example komar and melamid, italys most wanted painting along side the painting of a naked manaican and elvis which would be popular in america but not in italy i believe not. This also shows cultural change how different the world looks at art. throughout this reading bourdieu's theorys are used on the way viewers look at art using the word distinction, bourdieu established through extensive survey reasearch that taste is used by indivduals to enhance their postition within the social order and that distinction, is the means through which they establish thier tast as different from that of others by class. many people of higher class may find very beautful art good tast will other may find the stupid ugly things art. For example if you ever watched roseanne the tv show their is a painting a dogs playing poker they find that art their also considered lower class while her neighboor next door rich uses a large dallmation dog as a umberilla holder while her husband dan dosent understand the meaning of it that maybe its a news paper holder it shows the differents between fine art and middle class art. Bourdieu's theory goes on to explain that all aspects of life are interconnected and unified in what he called a habitus-a set of dispostitions and prefrences we share as social subjects that are related to our class postition and preferences we share as social subjects that are related to our class position, education, and social standing. this means are tast in art goes by the food we like along with the music we listen to like roseanne and her neighboor total opposites living in the same neighborhood i never got that but thats bourdiu's theory on how tast of things really are in the world.
-Heidi Rodriguez
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