It is true that the old principles do not
fit today’s world anymore, we need principles for creating the curriculum for
21st visual culture study. These 7 principles, as Duncum said, are
starting points to use contemporary lenses to study visual culture. And I
notice that these words are related with each other to offer a stage for us to
think deeply how to lead students learn visual culture.
1. Power
Power is central to a consideration of
imagery because all images involve an assertion of ideas, values, and beliefs
that serve the interests of those for whom they are made. I think one of the
most important reasons for why art is so attractive is ART is Powerful. When
viewers interpret images, they will be automatically influenced, but like a
negotiation, they can discriminate, they can control and oppose. Students
should consider the image-maker’s intend and also have their own
interpretations.
2.Ideology
Ideology is about some basic problems of
human beings and the whole society. There are various ideology in the world
from times and spaces. Many of them are contradict from each other, it maybe
confusion to students which one is right. It is really a good way to let
students know all ideologies are historically and culturally specific through
visual culture study. They will finger it out themselves and have multiple
viewpoints rather than agree with one and think it is an incontestable truth.
3.Representation
Representation refers to how ideology is
presented in visual form. Students should know there are many ways to present
one same thing, and there’re many elements will effect on view’s understanding.
Only knowing this they could think about a image from two sides: what and how
it is represented, what is marginalized or left out.
4.Seduction
There are many reasons for an image that
seduces us. Two main aspects are what
they represent and they are sensory. Learning this, students will know how to
wrap ideologies in pleasure forms that makes people easily to accept.
5.Gaze
I really love the thought that “We are
invited by images to see in a particular way, but we also come to them with
already existing relationships to what we see.” I think a key function of art
is to know ourselves better. This principle reflect how art can help as know
who we are better from read an image in different ways.
6.Intertextality
The development of Internet offers us a
great chance to study visual culture with intertexts. It let us explore power,
ideology, representation, gaze and multimodality in multiple ways using new
technology today.
7.Multimodality
I can’t totally agree with the words: “there
are no purely visual images, images never appear without words, music, or other
sounds.” I think purely visual images can also be very powerful and meaningful.
But if it is related other sounds, it will be more interesting and have more additional
meanings. Students should try to add more elements into image to see how they
effect on images.
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