Читать книгу Visual Communication - Janis Teruggi Page - Страница 26
DECODING VISUAL MESSAGES
ОглавлениеLO3 Identify ways to analyze visuals and conduct visual communication research.
As you can see from this discussion, images we consume and create don't have fixed meanings. Instead, people go through a process of coding and decoding messages and images that they send and receive (Hall, 1997). For instance, when we see a forwarded meme, we “decode” the meaning of the image and text. How we decode will have to do with our individual experiences, our skills in interpreting messages, our values and beliefs, and the cultures and subcultures we are part of. In addition, the source of the message or visual affects how much interest and credibility we assign to a phenomenon.