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Viewing report
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Visual Images of Organizations. Edition No. 1
VDM Publishing House, Nov 2008, Pages: 240
Today visual images constitute one of the main
channels of communication between public and
organizations. But what do we know about ways in
which visual messages are perceived and understood?
What role do authors, viewers, context of viewing and
images play in the production of meaning? What are
the methods of visual analysis? This book addresses
these questions on both theoretical and empirical
levels. It takes issue with traditional semiotic
approaches which assume that we make sense of the
visual in a rational and disembodied manner and that
meanings are exchanged between authors and viewers of
images in a unidirectional way. This study suggests
that the nature of visual sense-making is far more
complex. It is argued, with reference to
Merleau-Ponty and Bakhtin’s phenomenological
writings, that vision represents a multi-directional
and experiential engagement with the world, and that
meanings arise in an embodied, contextualised and
profoundly social interaction between beings and
things. These propositions are further explored
through a detailed analysis of advertising images.
This book is of interest to anyone who wants to
understand how visual communication works.
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