ies that people get feelings out of images because they tend to bond with them. In the case of the advertisements , a person might have been brought up in a culture that implies that skinny brunettes are the pretties of all. At a young age that person accepted that idea as true and holds it to this day, ending up buying a Chanel dress just because the lady in the ad is a skinny brunette.
Visual culture is concerned with visual events in which information, meaning or pleasure is sought by the stakeholder in an interface with visual technology. I mean any form of apparatus designed either to be looked at or to enhance the natural vision , from oil painting to television & the internet.
Postmodernism has been defined as the crisis of modernism , that is to say wide - ranging complex of ideas and modes of representation ranging from over arching beliefs in progress to theories of the rise of abstract printing . Now these means of representation is no long seems to be convincing until unless any alternative having emerged. The post modernisation is the crisis called by modernisation and modern culture confronting the failure of its own strategy of visualising . Also, we can say it is the visual crisis of the culture creates post modernity, not its textuality . While print culture is certainly not going to disappear, the fascination with the visual and its effect that was a key feature of modernism has endangered a postmodern culture that is at its most post modern when it is visual.
The globalization of the visuals taken together demands new means of interpretation. At the same time , the transformation of the postmodern also requires rewriting of historical explanations of modernism in order to account for visual turn. We feel human experience is now more visual & impressive. In many ways , people in industrialized & post – industrialized societies now live in visual culture to an extent that seems to divide present from the past. Popular journalism constantly remarks on digital imagery in films, the advent of post photography and developments in medical imaging , not to mention the endless tide of comment devoted to the internet . It is evident post modernism is visual culture.
Despite the vast range of alternatives , visual culture is a tactic to which to study the genealogy, definitions & functions of post modern everyday life. The fragmented culture that we call postmodernism is best imagined and understood visually, just as the nineteenth century was classically represented in the news papers & novel.
Western culture has consistently privileged the spoken word as the highest form of intellectual practice and seen visual representation is secondly rated examples of ideas. Western philosophy now use a pictorial , rather than textual , model of the world , marking a significant challenges to the notion of the world as a written text that dominated so much intellectual discussion in the wake of such linguistic based movements as structuralism and post structuralism .
While those working on with visual media might find such remarks rather patronizing , they are the measure of the extent to which even literary studies have been forced to conclude that the world as a text has been challenged by the world a picture. Such world pictures can not be purely visual, but by the same token , the visual disrupts and challenges an
