The Meaning of a Viewer: A Personal Choice

Whenever my life gets overwhelming and I vent to my mom, she always tells me that only a small portion of life is the things that are placed before us, but what is truly important is how we react. Every time, I am reminded what wise words of wisdom these are (thanks, Mom!).  When reading the chapter Viewers Make Meaning, I couldn't help but remember these words. In a world were we are constantly hit with images and information from a number of sources, it isn't the items that are being sent to us but it is the way in which we respond, or take meaning, that is important.

The article begs the question of how images make meaning. Is it is the photographer who creates meaning? Is it the setting? Is it the producer or art director? I would agree with the article that while all these people or aspects play an important part and may want to create meaning, it is the audience or viewer who gives the image meaning. Let's consider the reasons why and how this happens.

While people respond to images on a daily basis, there are different types of images that should and will be decoded differently. Of course with most images coming from an advertising or product point of view, the image is meant for us to understand it in the way in which advertiser wish us to interpret it, but that doesn't always happen. People will respond in a multitude of ways considering such issues as social and cultural influence, socioeconomics, gender, and race. As the article states, you can feel happiness, fantasy, anger, or sadness depending on the moment, a familiarity for the product, or the way the product in portrayed. Take for instance the image below. You can feel the ad is too vulgar, to expressive, or very effective. If you are a "texter" while driving, you may feel guilty. If you know someone killed in a car accident where texting was involved, you may be filled with sadness and a sense of loss.

On the other hand, personal pictures of a family member or loved one also inspire people to react and create meaning differently than simple images we are unattached to, such as products defined by advertisers. As with the picture of my family below, I create a meaning very different from yours because the attachment I have to the people in the image. You may think that it is simply a pleasant picture of a family but I feel so much more. This two images clearly contrast the feeling of meaning in different images.

                                             Photo credit to Brittany Austin Photography

In these situations, the meaning given by the author or photographer is somewhat of a myth, because regardless the viewer will make their own judgements, whether the author likes it or not.
The ultimate point of this article, and I agree with its importance, is that in a world where images are thrown in our face all day, everyday, it is the job and privilege of the viewer to decode the meaning and make of it what they will. I love this aspect of the media world because it still places the choice in the hands of the viewer when we often don't have choices about media information.

Do you think the viewer is the main person responsible for the meaning of an image? Why or why not? What are some ads where you feel advertisers effectively get their message across and get people to feel the way they want? If this even possible?