7 PRI N C I P L E OF

V I SU A L C U L T U R E
MA N, AL THIA JO YC E E.
DE GUZ
BFA-1C

PROF. JOSELITO JANDAYAN

 INTRODUCTION
•ACCORDING TO GUDE (2004) WHEREIN SHE SUGGESTED THAT THE SEVEN PRINCIPLES
ARE PROPOSE TO EXAMINE VARIOUS FORMS OF IMAGERY, WHETHER THEY ARE DRAWN
FROM FINE ART OR POPULAR CULTURE. VERNACULAR OR INDIGENOUS, PAST OR
PRESENT. THESE PRINCIPLES ARE: POWER, IDEOLOGY, GAZE, REPRESENTATIONAL,
SEDUCTION, INTERTEXTUALITY AND MULTIMODALITY. UNLIKE THE ELEMENTS AND
PRINCIPLE OF ARTS, THEY DON'T OFFER THE FUNDAMENTAL TRUTHS
.
•THESE PRESENTED PRINCIPLE ARE DERIVED FROM THE
LITERATURE OF VISUAL CULTURE (E.G BARNARD, 1998; WALKER
AND CHAPLIN, 1997 ETC.) THESE PRINCIPLES ARE PROPOSED AS A
WAY OF THINKING ART OBJECTS, EXPERIENCE AND A
SUBSEQUENTLY CURRICULUM THAT ACKNOWLEDGES THE
HISTORY OF IMAGERY AND THE VISUAL CULTURE THAT ARE ALL
PRESENTED RIGHT NOW.
P O W ER
• POWERVIEWERS CAN INTERPRET POWER IN DIFFERENT WAYS E.G. A MAN
LOOKING DOWN AT A PERSON SUGGESTS POWER – A MAN LOOKING UP AT
A PERSON SUGGESTS WEAKNESSIMAGES CAN BE POWERFUL AS THEY CAN
PERSUADE/INFLUENCE OR OPPOSE THE OPINION OF THE VIEWER – THE
CREATOR HAS A CERTAIN AMOUNT OF CONTROL OF HOW THE VIEWER
SHOULD FEEL TOWARDS THE IMAGE
IDE OL OGY
•IDEOLOGY
•IT’S LIKE A RECIPE ON HOW TO LIVE YOUR LIFE E.G. AIMS, HOW
YOU SHOULD LOOK, THINK, DEPENDING ON CULTURE, POLITICS
ETC.IMAGES CAN CONVINCE YOU ON HOW YOU THINK YOU
SHOULD FEEL TOWARDS A SUBJECT- THIS CAN BE DONE
CONSCIOUSLY AND SUBCONSCIOUSLY
RE P R E SE N TA T I O N A L
•THIS CAN BE HOW IDEOLOGY AND POWER IS REPRESENTED THROUGH
IMAGERY
•WHAT DOES THE IMAGE REPRESENT AS WELL AS WHAT IS MISSING FROM THE
IMAGE
•IS IT TARGETED AT A SPECIFIC AUDIENCE OR IS IT INFLUENCING YOUR
THOUGHTS ON A SPECIFIC AUDIENCE
SED U C T ION
• WHAT IS THE IMAGE PORTRAYING- CAPTURING THE
AUDIENCES ATTENTION, LURING THEM INTO READ
MOREFEEDING OFF PEOPLES INSECURITIES – LATCHING ONTO
THEIR FEELINGS WHICH AGAIN EITHER REPULSE OR
FASCINATE THE VIEWERS EYE
GAZE
•
HOLDING THE GAZE OF THE VIEWER IS HARD TO HOLDDEPENDING WHERE
THE IMAGE IS PLACED IT CAN EITHER BE IN YOUR FACE OR NOT SEEN AT
ALLTHE VIEWER WILL ALWAYS HAVE AN EMOTIONAL RESPONSE TO THE IMAGE
WHETHER ITS POSITIVE R NEGATIVE IT DEPENDS ON OUR PREDISPOSITION
(2010) MEANING HOW WE LOOK AT AN IMAGE DEPENDS WHAT OUR
CULTURAL, ENVIRONMENTAL BACKGROUND
INTERTEX T U A LIT Y
•AN IMAGE IS INFLUENCED BY OUTSIDE MEDIA
INCLUDING TV, MUSIC ETCTHE ARTIST IS ALSO
INFLUENCED BY OUTSIDE MEDIA
MULTIMO DA L IT Y
•MULTIMODALITY IS AN IMAGE CAN HAVING A DIFFERENT
MEANING WHEN PUT WITH TEXTTEXT IS A HEAVY INFLUENCE
WHEN THE READER IS FORMING AN EMOTIONAL RESPONSE
TOWARDS THE IMAGEOUTSIDE SENSES EFFECTS THE
VIEWERS RESPONSE AS WELL E.G. SOUND, SMELL, FEELING ETC .
THA NK Y OU !
REFERENCES:

• HTTPS://HEAVENILLUSTRATION.WORDPRESS.COM/CATEGORY/MASTER-IN-ILLUSTRATION-AND-THE-SE
VEN-PRINCIPLES-FOR-VISUAL-CULTURE-EDUCATION/

• HTTPS://WWW.HOUSTONPUBLICMEDIA.ORG/ARTICLES/ARTS-CULTURE/2014/08/11/52509/HPM-TOP
-TEN-LIST-GREAT-PAINTINGS-THAT-INSPIRED-MUSIC/