Practices of Looking: Chapter 2 - Viewers Make Meaning

1. Meanings in imagery are produced based on the person's society they are viewing image in, the social practices, and the persons own interpretation of how they are viewing the image. Meaning, involves 3 elements between the image and producer
1. Codes that can not be separated from content
2. The viewers interpretation
3. Contexts and how they are viewed
2. Interpellation - the process to interrupt a procedure in order to question something formally.
1. For interpellation to happen the people viewing the image must feel a part of a social group that they feel they share a unique understanding with to understand an image.
3. The producer of an image in today's society could have many parts involved. The producer could be a group of people, like in an ad agency, an artist, and so on. This brings in to question authorship of an image and the function of a producer for a specific image.
1. Intentions for an image should be considered depending on the location of where something is being viewed or created. Dominate meanings for a culture should be thought about.
4. The conventions of taste and aesthetics within every social group and society can be different. The idea of "good taste" is normally associated with "high culture" for example fine art. What is placed in a museum for all to view is what could be considered as "good taste".
1. The creation if kitch challenged this with the society focus of popular culture and the need for mass production of an image or item. Kitch can take something of "good taste" and turn it into something that is of "lower" quality or taste.
5. Ownership of a work of art or image creates value and places affects how a society or social group would chose to view and image. This has to do with a cultural authenticity and what an image can do with that visual culture.
6. Taste is an extension of a cultures ideology. Ideology, quoted from Louis Althusser is "the imaginary relationship of individuals to their real conditions of existence." This means that the ideas of shapes through the unconscious relationship a society has with its economy, institutions etc. 
7. Imagery within social constructs can be encoded and decoded. The images are consumed and the bargaining of meaning begins to take place between the viewer, image and context. The ideological beliefs about imagery play into the interpretation a person or people have of a particular image.
8. Reception theory - the practice of individual viewers interpretation and meaning from consuming products. This has a lot to do with advertising and what imagery affects specific classes within a social construct. Popular culture plays into reception for mass production of an image and the interpretation of the meaning and purpose behind an image.
9. Appropriation and re-appropriation of an image is evident in cultural societies. Deriving imagery from a larger contextual meaning within a group of people and changing it for visual purposes. Later, the re-appropriation of the image can change through reinterpretation within a social construct within a culture of people.