Read / Make

From reading the book called “Practices of Looking” , chapter 2 ; viewers make meaning, section 1; producers’ intended meaning. I could summarise it as that most images have a meaning that their producer prefer however producer intention may not match up with what viewers actually experience, could be said that the meaning are create through their various context. There is the philosopher proposed that we we use the concept of author function rather than author. I’ll compare author function as one team and author as a whole company where they have control over other more team. This also help understand that “authorship” derives not just from individual author(one team) but also from the owner of right(company). For example, when we think about Apple product, we are more likely to think of its producer as Apply, not the individual or team who designed product. From the rise of technology, not just the producer who can produce the work, we as a consumer can also be producer, called “prosumer”. This poster below will kind of express these idea through an illustration.

As I use the leaves behind the smart phone is what author intended meaning which could be tree or leaves, and the leave in side the smartphone form the shape of bird which represent that we as a viewer could receive another meaning due to the context that there is leaf around so it might be something nature. Together with the sentence “This is just the leaves” is to show that it is just the leaves that for some viewer it could mean other thing. The reason why I use smart phone is to represent that the rise of technology make us also able to be both consumer and producer as we produce the shape of bird form leaves through smartphone. And also each colour of each leaf represent each of author function within the same tree(corporation).