Ideologies are what make up our world views. Visual texts are used to capture these ideologies, but the ‘myth of photographic truth’ can mean that the perception of these ideologies change between the point a text is made available for viewing by the creator, and the point it is viewed and interpreted by an audience. This means that our perception of an ideology- and therefore our world view – is easily warped and manipulated.
The producer of any visual text is likely to be someone who has access to the many modern technologies made available to Western cultures in the present day. Therefore the producer is likely to create a text that conforms to Western ideologies and enforces the dominate Western world view upon the viewer of the text. The viewer of this text may not be a Westerner, however, which means they will interpret the text differently from someone who has had direct experience with the ideologies depicted by the text. It is in this way that the meanings of visual texts are changed.
References:
Stachl, Erna. 237.130 Communications in Creative Cultures: Week 7 lecture.
Wellington, New Zealand: College of Creative Arts, Massey U. 27 April
2016. Slideshow and lecture. 17 May 2016.
Whyte, Dick. 237.130 Communications in Creative Cultures: Week 7 lecture.
Wellington, New Zealand: College of Creative Arts, Massey U. 27 April
2016. Slideshow and lecture. 17 May.
Necessary Musings (from the Horse's Mouth) 