Você está na página 1de 1

Definitions of Visual Culture:

I introduktionen til Practices of Looking3 skriver Sturken og Cartwright flgende om visuel


kultur:
() we are defining visual culture as the shared practices of a group, community, or
society through which meanings are made out of the visual, aural, and textual world of
representations and the ways that looking practices are engaged in symbolic and
communicative activities.4

Film and television are media through which we see reinforced certain familiar ideological
constructions () Visual culture is thus not just a representation of ideologies
and power relations but is integral to them.6

The image culture in which we live is an arena of diverse and often conflicting ideologies.
8

Practices of Looking 2009 by Marita Sturken and Lisa Cartwright, published by Oxford University
Press, Inc., 2nd ed.
4 Ibid., p. 3.

!
Consumer(products(and(brands(and(the(advertising(that(sells(them(aim(to(present(an(ima
ge(of(things(to(be(desired,(people(to(be(envied,(and(life(as(it(should(be.10!
Sturken!&!Cartwright!2009:!265!

Advertising(functions(largely(to(create(consumer(relationships(to(brands(and(to(establish(
brands(
as(familiar,(essential,(even(lovable.(()(Ads(set(up(particular(relationships(between(the(s
ignifier(
(the(product)(and(the(signified((its(meaning)(to(create(signs(in(order(to(sell(not(simply(pro
ducts(
but(the(connotations(we(attach(to(those(products.11!!
10!Sturken!&!Cartwright!2009:!265!
11!Sturken!&!Cartwright!2009:!276!

Você também pode gostar