VCC101H5 Lecture Notes - Lecture 3: Bricolage
24 Jan 2017
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What are the general elements that determine the meaning of an image: producers. Produce the codes and conventions that structure the image and cannot be separated from the content: viewers. Receive the image and interpret what it means based on their personal context, experiences: contexts. Althusser"s term to describe the process by which ideological systems call out to or halt social subjects: hegemony. Dominant ideologies are often viewed as common sense (unquestioned, natural) These dominant ideologies are in tension with other forces and hence constantly in flux: counter-hegemonic tones. Challenges the values of hegemonic ideologies: 3 viewing positions. Passive viewing, receiving the dominant message in a direct way. Disagrees with dominant message (ignoring or rejecting the message) Opposition can occur through appropriation and bricolage.
