Lecture 12: Photojournalism

Tutorial question: Find a photojournalistic news story from any newspaper or magazine and answer the following question:

Retrieved from: 

http://www.smh.com.au/news/world/why-you-will-never-see-a-front-page-like-this/2005/06/30/1119724757442.html

a) Why did you choose this news over others?

The definition of a photojournalism is photographic images that convey great truths expose wrongdoing and neglect and to inspire hope an understanding and connect people around the globe. (Bersak, 2003) With this definition, I personally believe that this news is best to explain the importance of the ethics of photojournalism. The image itself has become one of the most powerful influential to make a change in poverty. Being human is about feeling the faith of restoring the humanity in the world, and this photograph alone will do tremendous effects around the world.

b) Is the narrative component of the story necessary or is the picture enough to express the intended message of the news?

The narrative component of the story is as important and the picture itself, the heading alone "20,000 die each day" would grab the attention of the audience and expresses the message needed to make poverty stop. According to the Mark Scott and John Fairfax, editors of the Sydney Morning Herald (2005) "we do not try to shy away from presenting difficult images but newsworthy stories that may confront and challenge." This is one of the main purpose photojournalism should be, to find a newsworthy story to print. The narrative's rationale is to persuade the readers of the serious problem of poverty, and that the want to help those in need is important in this rapidly growing society.

c) Did the picture and writings capture the "truth" of the event? 

Personally, yes. The picture itself says a thousand words, how children in the third world country are facing these life threatening problems. According to Paul Martin Lester, (1991) "As reporters, photojournalists must have a strong sense of the journalistic values that guide all reporters. Truthfulness, objectivity, and fairness are values that give the journalism profession credibility," in other words, it is important that the images taken for the news clippings, should be and always will be a strong representation of the message. The event of children dying every day should deserve a sad picture to represent the ignorance on mankind to those in need.

References:

Bersak, D. R (2003) Ethics In Photojournalism: Past, Present and Future.

Lester, P. M. (1991) Photojournalism: An Ethical Approach.

Lecture 11: Information Graphics

Tutorial question: Look at the following information graphic broken down into a series of four images and answer the following question: The original photograph is called "Skull with cigarette, 2007" by Chris Jordan. It has a caption below the photographs which reads: "Depicts 200,000 packs of cigarettes, equal to the number of Americans who die from cigarette smoking every six months". Why didn't the photographer just present the information in numbers? Why explain the statistics in graphical form?

Visual images is one of the strongest way of communication, according to Ann Marie Barry, (1997) that visual intelligence has been very successful in unconsciously persuading and brainwashing, those who respond to visual images. Why didn't the photographer present this information in statistical form is because of wanting to intrigue and interest the audience with visual interaction.

The photographer used the power of semiotics, the image of the skull is a sign of death and the cigarette is the sign for the cause of death. In Ann Marie Barry's first chapter, Perception and Visual "Common Sense" and states that visual problem like this image formed by the brand of cigarettes is a way of implicating memory effect that is exposed to visual stimulus influences a response.

According to Kostenlnick and Hassett, (2003) this image is the one of the many ways of rhetoric, the image was designed to pass the message of "200,000 is the number of Americans die from cigarettes every six months." Using 200,000 images of brand of cigarette to represent which of the brands causes more death. This is a inductive way of argument, where the argument is concluded that cigarettes are the cause of death of a quarter of the population of America. 

In conclusion, visual images are one of the many ways of communication and with the art  of persuasion, transmitting the message using the power of signs such as skulls and the actual cigarette will encourage visual stimulation from the audiences. Therefore, using images to present information is more simpler and easy to relate with than information graphs.   

References:

Barry, A. M. (1997) Visual Intelligence: Perception, Image, and Manipulation in Visual Communication. New York.

Kostelnick, C., Hassett, M. (2003) Shaping Information: The Rhetoric of Visual Conventions. USA

Lecture 10: Games and Avatar in the Information Age.

Tutorial question: Do you agree that you are cyborgian in nature?

The impact of advance technology has made the society dependent on electronic devices in their daily life. Information is transmitted through the technological mediums of multimedia, the way of connecting with others in no further than a send button on a smart phone or even call at any place at any time. (Levy, 2001) Has society adapted to the cyborgian nature? Or is society still has its sense of human nature?

What is cyborgism culture? According to Kreps, (2007) a cyborgian is a person who depends on technology in daily life, an additional to their normal human nature. For example, cyborgs today are everywhere with 20:20 vision. These external aids such as spectacles, contact lenses, and even laser eye surgery are what enhances the human senses using technology. Yes, personally I believe all humans in society now are part of the cyborgian culture using and depending on technology like depending on breathing air.

The advanced technology also has developed mechanic arms and legs to aid individuals of society to do their tasks in their daily life. It no longer seems odd or abnormal when a person who is walking around with prosthetic legs as it did forty or fifty years back where the cyborgian culture was just a myth and stories.

The world wide web has also become another world for the more advanced cybrogians. According to Hills, (1999) the virtual reality has become one of the great success of IT. Where humans believe that their life in these virtual reality games are their actual lives and the human mind is just an avatar to control them.

In conclusion. personally yes, I believe that I am a cyborgian, the use of technology is more than 12 hours per day just to connect with one another, go from one place to another, see with spectacles, and medicate myself from falling sick. Now in this Information Age, anything done by technology is possible, which has become a simulacrum of human instinct however, depend on technology to lead our lives everyday.

References:

Hills, K. (1999) Digital Sensations: Space, Identity, and Embodiment in Virtual Reality. Minnesota, USA.

Levy, P. (2001) Cyberculture. Minnesota, USA.

Kreps, D. (2007) Cyborgism: Cyborgs, Performance and Society. 

Lecture 9: Cinema and Television

Tutorial question: Name your favorite television and film. Explain how the film could shape a person's identity.

The mass media is known to be one of the most influential factors of human behavior, in forms of cinema and television different sub-cultures are formed. According to a Karen Dill's study, (2009) 3700 hours per year are spend on using the mass media, it is hours like these that unconsciously transmit the underlying ideologies of the movie or television series. Dill suggested that these mediums is the center of reasoning to how individuals act in society, "learning stereotypes of gender and race reinforced by the media and conforming to the feelings and behaviors shown in the media."

According to Rosengren, (1994) media is a one of the most important agency of socialization. It develops the cultural, social and material system which leads to the ideal practice of the ideology of the society. For example, the news is an agency to set control to the society, transmitting the right and wrongs of the law and how individuals are being punished. Furthermore, movies and television series also transmit ideology such as gender roles, however, stereotyping them into sub-culture social groups of the society. (Curran, Smith, 1987)

For example, take the well-known Disney film: Beauty and The Beast. This movie is targeted for children, little do they know that this movie has gender stereotypes. The young girls who are watching this video are unconsciously taught to act like a princess, being sweet and polite. When Belle was captured by the Beast, she was comforted by household items. What does this indicate? Women are meant to be indoors and cook, clean and be submissive to the men? Generally, analyzing this movie yes, Belle portrays the ideal image of a woman of society.

In the movie, Belle loves to read, this however did not suit Gaston, he believes women are purpose in life is to get married, bear children, and care for the family. This does not settle well with Belle, yet she does not defend her rights to read, or treat Gaston with ill matters.

On the order hand, Beast, the is a great example of the challenges if a man does not conform to the ideal man of society. Beast is compared to Gaston, the handsome, strong and masculine "prince charming" with a not-so-charming personality. The ideal man is to become the breadwinner and leader of the society. As Beast struggles to conform to the ideology, slowly he changes for the sake of love and for the sake of being able to me changed back into a man.

In conclusion. mass media does shape the identity of an individual, as it is a major agency of socialization. Gender roles are shaped by how the media portrays men and women, unconsciously they conform to the needs to be masculine and feminine to be accepted in the society. Other ideologies and cultures are also transmitted for society to follow, this may be another way of institutionalize the individuals to avoid chaos and uncertainty to belong social group. 

References:

Curran, J., Smith, A., (1987) Impact and Influences: Essays on Media Power In The Twentieth Century. London.

Dill, K. E. (2009) How Fantasy Becomes Reality: Seeing Through Media Influence. New York.

Rosengren K. E. (1994) Media Effect and Beyond: Cultural, Socialization and Lifestyles. New York.

Lecture 8: Photography.

Tutorial Question: Why do we consider photography as a form of cultural critique? Is every photograph able to do so?

"A picture is worth ten thousands of words" is this Chinese proverb true? Do society consider photographs as a form to critique cultures? David Bate, (2009) who conducted a study in photography believed that the use and understanding of visual images now and then were different. Historian art we made to mark the victories of battle, the courageous Nepoleon Banoaparte, these visual art were consider the truth and an important memory, however not much has change as the technology of photography develops. 

According to Celia Lury, (1998) the modern society is now in the Information Age where every individual in society is dependent with technology. In this case, society has become more dependent with using photography as preserving memories. However, not all photographs perceive the truth and it could be manipulated accordingly to the photographer.

Culture is defined as the way of life, traditions, and beliefs of a social group or society. Why photographs are used as a form of cultural critique is because how cultures are being presented in the photographs. According to McKeen, (1998) the understanding of a photographic truth, like all truths, depends on the understanding of culture, belief, history, and the universal aspects of human nature. 

David Bate, (2009) suggested in his "Study of Photography" that key institutions such as the advertisement companies, journalism and news, and documentaries all uses photographs to portray their ideal view of society. The ideal society is the wealthy, powerful, and developed societies, not everyone around the world is aware of how fortunate they are. There are still poverty in Africa, and this does not get the attention of the public due to the key institutions neglecting to use these images for the society to see. However, it is photographs like this that changes the perspectives of individuals around the world. The truth and genuine innocence of these African children are what a photograph should represent. The discomfort feeling of seeing this image will lead to tremendous movement to make a change in the culture of ignorance and help these children.

In conclusion, visual images such as historical paintings and photography are a way of preserving memories. It is believed that photographs are the truth with a million words, however, the rationale of the image may be different according to different perception of the image. Some photographs may not be as ethical or true however, it is up to the audience to decide to believe or not.


References:

Bate, D. (2009) Photography: The Key Concepts. Oxford, UK.

Lury, C. (1998) Prosthetic Culture: Photography, Memory, and Identity.

Mullen, L. (1998) Truth In Photography: Perception, Myth and Reality In The Postmodern World. Florida. 

Lecture 7: Visual Narrative and the Media

Tutorial question: Why is narrative important when shaping a visual image to the audience?

In week 7, Chris Woo conducted a lecture on Visual Narrative and the Media. But first, what is narratives? Narratives is defined as story-telling. Visual narratives in this case became a very successful phenomenon that every society in acquainted in many different sorts of mediums, examples of these mediums are visual images such as still art and paintings, photographs, and comics all have its own purpose of telling a story. (Pimenta, Poovatah, 2010) Why is narrative important when shaping a visual image is because, without a story the image would be unclear and the purpose of the image would be lost.

Now, what are the components of a narrative? According to Lwin, (2010) a narrative has a dualistic  nature, in order words the narrative has a story and its discourse. The story is the "what" factor which are the content that includes the events, characters, time and location of the narrative. As for the discourse is "how" the narrative is being told, in this case the use of visual images such as pictures to tell a story. 

Take the image above as an example, it is in a form of a comic strip discourse. The story is told chronologically with each image having its own caption to explain the story plot. Using the word "splash" to give the audience a imaginary feel to the visual image that they are reading is also important because the audience is able to feel the reality of comic strip. Characters used in the comic strip is a very well known cartoon where their genre of work is comedy which gives the audience a clue to expect a joke. Therefore, this comic strip is a good example of what a visual image with a narrative would look like, it carries all the characteristics mentioned by Chris Woo in the lectures and the audience is able to relate to it.

In conclusion, it is important to have a narrative in a visual image for an audience because the dualistic nature uses the power of the plot, events, characters, time, and location to tell the story and the discourse is one of the most important factor to consider when transmitting the visual image. It can be in a form of photographs and historical art to tell the society a story. According to James, (2005) the discourse of story-telling is important although in the form of picture. For example the pictures from the political-cultural photographs from Budapest in The House of Terrors tells the visitors the story of the Hungarian Revolution in 1956.

References: 

James, B. A (2005) Imagining Post-communism: Visual Narratives of Hungary's 1956 Revolution. USA

Lwin, S. M. (2010) Narrative Structures in Burmese Folk Tales. 

Pimenta, S., Poovatah, S. (2010) Design Thoughts: On Defining Visual Narratives. 

Lecture 6: The Ancient Art of Rhetoric and Persuasion

Tutorial Question: Before coming to class, bring a print advertisement that you believe persuades the reader rhetorically. Explain your case using the concepts learnt this week.

First and foremost, what is rhetoric? Rhetoric was introduced by a Greek philosopher, Aristotle who believed that the idea of rhetoric is a normal human behavior where in general all men for certain attempts during a discussion of a statement will maintain them by defending themselves. (Aristotle, Ross, Roberts, 2010) This idea of "defend" is called the arts of persuasion, where its purpose is to make people believe. In other words, according to Scott, (1994) rhetoric is an interpretive theory that frames a message as an interested party's attempt to influence an audience. These messages can be in form of written, sound, and in this case visual advertising. The interest  and purpose of the party (advertisers), is to persuade the society to buy, follow, and even change on how they should think.

The key to persuading an audience is by understanding the concepts of enthymemes, propositional arguments, and non-rhetorical persuasion. The concept enthymemes is defined as the participation in completing the construction of the argument an so in its own persuasion. (Hill, Helmers, 2004) In other words, this participation will persuade the audience unconsciously thus leads those who are watching to believe the participant's experience.

The Colgate commercial is a good example of enthymemes for the Malaysian viewers of ASTRO. The audience who are watching this advertisement will be persuaded without argument due to the sense of trust and this is the art of persuasion. The trust is formed when the audience is able to believe that a normal Malaysian individual is able to get good relief from the toothpaste. Therefore, this tactic will increase the number of sales and will advantage the company.

There is also the propositional argument which is divided into two parts: the deductive and the inductive argument. The deductive propositional argument is when the conclusion of the persuasion is from the logical results and the reasoning of the propositional premises. Using Govier's (2009) example, the first premise is: If global warning continues, parts of the polar ice cap will melt, second premise is: global warming will continue, therefore, the conclusion would be "global warming is causing the ice cap to melt." As for the inductive argument is when the propositional premise is given evidences therefore it is true. Using Fitelson's (n.d) example, there is a man in Cleveland that is 100 years and 11-months old in good health. The conclusion would be it is possible to be 100 years old in good health. These proposition arguments are concluded by the logic and facts given, therefore individuals are unquestionably persuaded.

And lastly, the non-rhetoric arguments as Chris Woo taught us is persuasion with force. Force is a strong persuasion, especially in the form of threat. A person will not have the time to think or argue with a threat, for example when someone threats you at the ATM for money the only logic thing to do is to give the robber the money.

With all of this explained, this leads to answering the main question: 

How does this advertisement use the arts of rhetoric?

This environmental advertisement uses the inductive propositional argument, using facts to persuade the audience like "fight against global warming" and "hundreds of thousands of trees to make disposable tissue products" these two sentences will grab the attention of the audience and consider the argument. The sentence "Tell Kimberly-Clark that you want it to stop destroying the Canada's Boreal forest" is a non-rhetoric argument, where the audience is ordered to do so in order for them to save the Boreal forest. In conclusion, using these two art of persuasion in this advertisement is successful in grabbing the audiences' attention by using the persuasion of words, facts, and visual images to win and defend the argument.

References:

Aristotle, Ross, W. D., Roberts, R. W. (2010) The Work of Aristotle: Rhetoric (9th ed.) New York, USA.

Fitelson, B. (n.d) Inductive Logic. Berkeley, USA.

Govier, T. (2009) A Practical Study of Argument. Belment, USA.

Hill, C. A., Helmers, M. (2004) Defining Visual Rhetoric. Mahwah, New Jersey. 

Scott, L. M., (1994) Images in Advertising: The Need of a Theory of Visual Rhetoric. The Journal of Consumer Research. Chicago Press. 

Lecture 5: Gestalt Effect and Schema Theories.

Tutorial Question: Name the three laws of Gestalt Theory and provide examples to illustrate you point.

The Gestalt Theory was introduced by Max Wertheimer, Kurt Koffa, and Wolfgang Kohler also known as the 'Big Three.' Wertheimer (1900) defined the gestalt theory as an outcome of concrete scientific investigation in psychology, logic and epistemology of the human nature and the human capability to engage and construct visual images. The word gestalt was a psychological term that is defined as "unified whole," with that Wertheimer's hypothesis was to determine the explanation as to why a station image is able to "produce unity." (King, Wetheimer, 2009) 

The phenomena of "unity" also known as apparent motion was developed from Wertheimer's self experience where he states that he noticed the more distant the telegraph poles, houses and hilltops along the route seems to be speeding along with the train. (Hunt, 2007) Wertheimer became interested in these movements of stationed objects that he formed a theory called the Phi Phenomenon. This phenomenon was an experiment to show how a stationed image or object is able to move due to speed, each image is a different movement and when spun it will show the movements like seen in real life or television.  

The Gestalt Theory also has its laws which is known as the Principles of Perception Organization,  to explain the Gestalt Effect. The Gestalt Effect is when the human eyes naturally groups objects together, the three laws of the Gestalt Effect are Closure, Proximity, and Similarity.

The law of closure is when an incomplete image, in this case dots has enough space to shape an image. Lines are not needed to complete the image as the mind is able to identify the incomplete image. 

The law of Proximity is when the proximity of the object shows an image, in this case the flower petals, leaves, and butterfly is in the proximity to show an image of a face.

And lastly, the law of Similarity is when the individuals often perceive an image as a group or pattern. The example above shows two images: a rectangle formed by square shapes and a triangle in the middle formed by squares. This law explains how the mind automatically grasps what the similarities of shape combine to shape another image.


References:

Hunt, M. M (2007) The Story of Psychology.

King, D., Wertheimer, M., (2009) Max Wertheimer and Gestalt Theory. USA

Wertheimer, M. (1900) Gestalt Theory: The Originals. Hayes, Barton.

Lecture 4: Visual Syntax, Semantics, and Pragmatics.

In week  4, it's all about visual syntax, semantics, and pragmatics. What do these three concepts mean? 

First and foremost, the definition of syntax according to Robert Valin Jr. (2001) which is also known as "syntaxis" in Ancient Greek, is a verbal noun which literally means 'arrangement' or 'setting out together' of words that are arranged to show connections of meaning.  In other words, visual syntax is the forming of words or sentences when seeing and object or image. For example: when a boy, no older than six who sees a dog on the streets will spell out the letters D-O-G as  he believes the letter D represents the dog. 

In this case, using Paul Martin Lester (2006) theory "Syntactic Theory of Visual Communication" is far more clearer as to why we need to understand visual communication. He believes that images now fill out everyday life, whether in newspapers, magazines, books and even clothing represents millions of words.  However, it does depends on how we perceive the image, for example: a man only exposed in semi-light. Therefore, our mind will automatically, analyze the image and give a visual syntax with the words, mysterious, dangerous, fear, drugs and so on.  

Second is semantics, according to linguist Lynne Murphy, (2010) defines semantics as "the study of word meaning." This is useful for analyzing visual communication because of four main factors: Kinesics is the study of body language, proxemics is the study of relationships, ethmology is the study of change in meanings due to time and space, and lastly semiotics the study of signs. It all ties to learning the human behavior on how and why they react to signs or images.

And lastly, pragmatics is defined as the set of rules that determines the perception of signs and images.  Rules such as codes, modality, the sender, the receiver, and context determine the changes in meaning of the signification and sign in visual communication. Firstly, codes are the ideology taught to individuals to understand what they see. For example: a car is a car, not a train. Secondly, modality is defined as the message that is transmit information, for example the perception of "who is the terrorists" the media portrays. Those who control the mediums of information are the senders, they have the power to transmit either corrupt information or justice information to the receiver to follow and conform to these values. Lastly, is the context of message: space and time changes the use of language. In modern society, it is now liberal to swear, however using the same word in different situations can determine what the person is actually saying. 

In conclusion, syntax, semantics, and pragmatics is used to understand visual stimulation with a linguist perspective. The phrase "a picture is word a thousand words" is very true in this week's lecture, syntax's concept of visual communication is about using letters as symbols of images. For example: C is for C-A-T by learning this at a young age, individuals imprint the words to the image automatically. These imprints in other words are semantics where the individual can relate meanings to the images they see, however, depends on the pragmatics. Pragmatics is all about the culture, ideology, and customs taught in society, where semantics will determined with what they are taught to accept and reject during visual stimulation.

Referencing List:

Lester, P. M. (2006) "Syntatic Theory of Visual Communication" 

       Retrieved from:

       http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html

Murphy, M. L. (2010) Lexical Meaning. Cambridge, United Kingdom. 

Van Valin, R. D., Jr. (2001) An Introduction to Syntax. Cambridge, United Kingdom.  

Lecture 4: Tutorial Question (Cont.)

Tutorial Question: If all Visual Communication is subjective, why do we have to study it?

Subjectivity is defined as "judgement that is based on individual's personal impression, feeling, and opinion rather than external facts." Being subjective when studying about different societies around the world has its advantages: Firstly, it will be easier for students to relate when being subjective. Visual communication is all about understanding that perception changes according to ideology and cultures, therefore, having to learn and discover the similarities and differences can be tested in real life whether or not it can be proven the same.

Secondly, studying syntax, semantics, pragmatics, and semiotics requires students to be opinionated when analyzing the visual stimulation. The study of signs is all about the self perception and comparing it with others, individuals are brought up differently although in the same society culture and traditions are very diverse. Therefore, being subjective allows student to accept and not be close minded about other cultures.

Therefore, being subjective is very important to understand human behavior in this case how individuals react to visual communication. Different ideologies and culture requires student to be subjective and understand the reasons to why there is a diverse perception of visual stimulation. 

Lecture 3: Semiotics

According to Roland Barthes, (1964) Semiology also known as Semiotics is the study of signs. The important question here is what are signs? Signs can be in a form of images, gestures, sound, and even objects that individual sees in everyday life. For example it could be public toilet signs, sign boards on roads, and even the different color of the traffic light are signs. Why is it important to learn semiotics in visual communication? According to Thomas Sebeok, (1991) semiotics is all about the learning the meaning and understanding the verbal language of the signs. This is needed in analyzing visual communication because it is to understand how and why images are perceived differently by individuals in society.

"Tutorial Question: Provide examples of Signifiers, Signified and Connotation."

Semiotic uses two important factors to identify a sign:  it is the signifiers and signified. Barthes, (1964) believed that the idea of semiotics was founded by Ferdinand de Saussure (1916) who defined signifiers also known as signification to be seeing, hearing, touching, smelling, tasting. This is basically the five physical senses where individuals use to perceive the image or object and turn it into verbal language. For example: Having a word that sounds the same however has different meanings.

To Write

To the Right

The word "Write" and "Right" have the same tone and sound therefore, hearing these words maybe depend on their perception of what comes first in their mind.






This verbal language is known as the signified, according to the definition used in Griffin (2009) it is "the meaning we associate with sign". In other words, a sign is formed when both signifiers and signified are combined together. This is an example where it is a warning sign, the signifier is to "see" that zombies cross in this area and the signified is to be "warned" and stay away.

However, how a sign is interpreted is by the denotation and connotation. According to Sebeok (2001) denotation is defined as the "initial, or intensional, meaning captured by a form or sign." In other words, denotation is the literal meaning of the sign, for example: a picture of a kitten playing with a ball of wool will only be understood as the what the image shows.

However, connotation is the opposite, it is defined as "the extended meaning of a form or sign." (Sebeok, 2001, p.152) For example: a picture of a rose will have the connotation for beauty, love, passion, and desire, yet these words are not written in actual picture itself. It is the based on the individual's own perception whether the picture of the rose does convey those perception or not.

In conclusion, semiotics is the process of learning the signs. It is important to understand because it is useful in analyzing visual communication. Understanding the signifiers, signified and denotation and connotation is important for analyzing the visual ideology and perception of individuals in different society

References:

Barthes, R. (1964) Elements of Semiology. Hill and Wang

Griffin, E. (2009) A First Look at Communication Theory (7th Ed.) Glecoe, IL: McGraw Hill.

Saussure, F. (1916) Course in General Linguistics. (trans. Wade Baskin) London: Fontana/Collins.

Sebeok, T. A. (1991) A Sign is Just a Sign. Bloomingtom: Indiana University Press.

Sebeok, T. A. (2001) Signs: An Introduction to Semiotics. (2nd Ed.) University of Toronto Press Incorporated.

Lecture 2: Seeing and Perception.

First and foremost it is important in understanding the meaning of Visual Communication, according to  Lester it is defined as the "function of the eyes and brain that makes sense of all the sensory information." (pg.2, Lester, 1995) Other than the biological abilities that allows individuals to "see" images and objects, however it is culture, ideology, and society that shapes their perception of the world.  

 "Does culture and society affect perception? Why?"

The definition of perception according to Barry (2002) it is the process which we utilize external sensory information in combination with other internal conscious and unconscious workings of the brain to make sense of the world. In other words, individuals use perception to understand the meaning of visual communication.

Yes, culture and society does play a major role in perception. As mentioned earlier, perception is viewed in two ways: the external sensory and the conscious and unconscious working of the mind. According to Flanagan (1984) the mind will consciously try to understand and respond to the environment and experience, here  is where extrospection and introspection occurs. The process of extrospection is the process in which the individual understand the external, material world. As for introspection, it is the process of understanding the material world through one's psychology and mental actions such as feelings, reflecting and imagining.

The unconsciousness of perception may vary on a society's race, gender, age, customs, beliefs, and past experiences from generations and generations before us. this  Different societies develops its unique ideology on they will perceive, time and space will change these values and comes the diversity of perception in society. Socialization is one of the agents that unconsciously develops society's perception, where from families to institutions teaches the different rationale of the visual communication.

An example of how different cultures and societies perceive is the image of beauty. Women are naturally conforming to the norms and values to achieve the physical beauty in order to be accepted in society. As Naomi Wolf (1991) states that women are constantly changing their looks because of what is shown in the media. Take Unites States for example: the perception of being platinum blonde, fit physique, flawless make-up is considered as beautiful and empowering.

However, in a more traditional perception of beauty is the women of the Kayan tribe in Thailand (Burma). At a young age, the girls wear brass coils around the neck, as they age more brass coils are placed around their necks and the longer the neck the more beautiful she is. Here is an exact example of how culture and society shapes their perception. Although not every society may think this is what beauty is defined as but it is the Kayan tribe's belief, tradition and custom that to this day they still perform such a unique beauty ritual.

In conclusion, perception is shaped by culture and society. It is from the past experience, customs, belief systems, and personal encounters that encourages how individuals view images in society. According to Barry (1997) most perceptual theorists believe that perception is largely confined by the individual consciousness, emotions, and memories and therefore, an individuals' perception is unique according to their society's norms and values and cultures.

References List:

Barry, A. M. S. (1997) Visual Intelligence: Perception, Image, and Manipulation in Visual Communication. State University of New York Press, Albany.

Barry, A. M. S. (2002) Journal of Visual Literacy: Perception and Visual Communication Theory.
Massachusetts, USA.

Flanagan, Jr., Owen J. (1984) The Science of the Mind. Cambridge, MA: MIT P.

Lester, P. M. (1995) Visual Communication: Images with Messages. 

Wolf, N. (1991) The Myth of Beauty: How Images of Beauty Are Used Against Women. London. William Marrow and Company.