I found this next chapter to, again, be very interesting. It went over a lot of material that I have never even thought about or heard of. I enjoy this book very much, even though it gives a lot of information at once, because of the relevant examples that it consistently uses. I feel that the main point that I took from this chapter is the act of interpellating. Interpellating is to interrupt a procedure in order to question someone or something formally. It is the way that images and media texts seem to grab our attention. I found this term to be very interesting because advertisements everywhere cause us to be interpellated.
The text also dicussed French theorist Roland Barthes, who wrote an essay in 1967 on “The Death of the Author”. He discusses how “the text offers a multidimensional space that the reader deciphers or interprets” Many images may have dominant meanings, it is the job of the critical reader to discover how these meanings are made. Producers have intended meanings for images but it is important to realize the dominant meaning as well as how the meanings were made.
One sentence that I found very interesting was “Most if not all images have meaning that is preferred by their producers”. I find this very typical because producers only have one goal and I can see them being discouraged when their image is interpreted differently. Along with this point the author’s acknowledge the fact that knowing a producers intention for a certain image really doesn’t tell us a lot about the image itself. Intentions do not always match up with the viewer’s interpretation of the image or text.
I am not an art major so I am very uneducated in the art department. I feel that this chapter helped me with some basics such as Aesthetics. I have heard this words quite a few times in everyday life but have always been unsure of its meaning. The definition that the chapter gives helped me understand the meaning way better. “Aesthetics is the implication that the value of the work resides in the pleasure it brings us through its beauty, its style, or the creative and technical virtuosity that went into its production.” I think that section of the chapter helped me understand art better as a whole.
Overall I feel that this chapter had too much information to process in one sitting. We should have had more time to read this because I don’t think I have a good understanding of the text because I wasn’t given enough to really think and understand it.