Visual Culture and Society - Essay Example

Visual Culture & Society In today’s world, visual perceptions have been used as a tool togenerate image and made-up impressions about products and people by different media systems. Herein, the point is whether the implementation of this tool has a negative impact on an individual and his behavior with other members of the society or not? A very good example can be taken from the collection exhibitions of famous fashion designers from UK including Nana Affau Antwi who make use of images, prints, designs etc. to portray the impression of their respective culture and ideologies. This makes it evident that visual perception, as a tool, plays a major role in human’s approach to life. As per my observation, usage of visual perceptions as a tool to build made-up impressions has a negative impact on individuals’ lifestyles because it provides a fabricated sense of reality. There are a number of evidences that I can provide in order to back up my position about this issue in hand. For instance, in my opinion, advertisement of “Sting”, an energy drink, portrays a person to get energized after drinking it. However, in real terms, the drink contains a high level of sugar and toluene, which is harmful for human body. In the same way, I have noticed that advertisements of certain brands of cigarettes promote male sexuality, but in reality it harms the society and individuals smoking cigarettes. In addition, ramp modeling, cosmetic advertisements and other fashion industry platforms promote the concept of Barbie-like figure. Consequently, teenagers take harmful slimming pills to gain attractive and slim bodies, which in reality are hard to achieve and should not be considered as a benchmark for beauty because every person is different from other. In my opinion, while looking at certain images and other visual coverage, people thoughts and beliefs are subjected to change as the characters portrayed through images influence them. Vision consists of intangible properties which are invisible, disembodied and dematerialized. Though, not all beliefs can be regarded as negative but it has been seen that most of the cognitive development in individuals is hampered by visionary experiences. It is also seen that most of the general lifestyles of individuals are troubled as they are continuously comparing their lifestyles with those images and characters, which are presenting a luxurious life style. Many individuals or viewers are seen exposed to images, which may cause them to carry out behaviors, which may not be acceptable in the society they live in. Such exposures may distort an individual’s attitude and moral upbringing. Furthermore, their views concerning their customs, norms and values may become altered; in some cases there is an increase in aggressive behavior as well. The images specially which are advertised for various purposes have become a contributor of anti-social growth as it alienates the truth and is associated with many psychological, domestic and behavioral discrepancies. Hence, the cultural identity is distorted in the context with social, economic and social aspects. Most of images have a powerful impact on teenagers as they are seen setting up unrealistic expectations when they visualize their idealized celebrities or models. Such images have a negative impact and more teenagers are now subject to low self-esteem and poor self-images. On a broad perspective, the way the beauty is portrayed through these images provides a false sense of oneself, causing dis-satisfaction and negativity, which is difficult to contemplate in the society. The images cause individuals to change their physical appearances through unsafe means. Margaret has presented an opposite argument that visual perceptions about certain images impart a positive impact on changing lifestyles of individuals because they portray realism. Her research marks that people perceiving a particular image in their mind interpret its meaning and convey the message through a cultural pedagogy in the society. Her point is contradictory to my statement as in her view, these images help shape how individual views the world and help societies develop cultural norms and individuals can formulate new cultural values according to modern façade as depicted by the images. Most of these images are covered by media, which provides coverage and demonstrates the power and forces, creating identities, symbols and even resources of the culture. This realistic figure redefines the individual’s perception and provides a foundation through which cultural norms, values, and behaviors of individual can be revitalized (Margaret).  In reply to the above assertion, I would state the opposite. The reason behind my disagreement with the above argument is because even if the cultural diversity is established through images but these changes may show negativity as well. Herein, I would like to provide the example from political craft. Most of the political parties employ wall chalking to generate negative propaganda against the mandate of their rival political parties. This clarifies the fact that one tries to imply a made-up impression about their political party by writing or displaying images against other. This raises the point of credibility of these images which is often overlooked by observers. Audiences who view such messages through wall chalking are prone to accept what is being written as they will not question the credibility of written message. This is a very good example of impact of images and visual perceptions on human behavior. This is directly proportional to the lifestyle as people appoint a viewpoint, perception or position against others mainly because they can relate to written messages.  Furthermore, I would present my argument within the context of globalization and society pointing that with the advancement of technology and mainly internet, world has become a global village where billions of images are transferred from one part of the world to other. Visual images have created an international presence. Issues and actions taking place in one part of the world are portrayed differently in other states with help of images and visuals. It is due to this reason that people have appointed discrimination as a way to communicate with other nations. Followed by the international impact that visual perceptions are making, one more fact is that visual images have been exploited by media to show a negative image of other communities. Many countries or conservatives have made use of different mediums to ensure that they are bombarding people with a pre-determined mind set against people. A very good example can be drawn from the fact that different newspapers have started employing photo journalism which is so powerful that a reader gets a perspective without actually interpreting it into words. Through personal experience, I have witnessed how most of the images have a powerful impact on my friends as they are seen setting up unrealistic expectations when they visualize their idealized celebrities or models. There was an incident when a friend wanted to have a tummy tuck, a cosmetic surgery in order to look slim. Even though all of us and her parents opposed to this idea, but due to her persistent attitude, she took the surgery which gave a negative impact. It took a lot of time to heal and she encountered problems with pregnancy as well. On a broader perspective, the way beauty is portrayed through these images provides a false sense of oneself, causing dis-satisfaction and negativity, which is difficult to contemplate in the society. The images cause individuals to change their physical appearances through unsafe means to gain attractiveness, which in reality is hard to achieve for instance using harmful pills to reduce weight. I believe, John Berger in his book, “Ways of seeing” is supporting my argument that how a person views a certain image which effects negatively. My viewpoint and the content of John Berger has great relevance as it states that people are only looking at images to find out the characteristic which only appeal to them and they are using those features in their daily without having the knowledge of historical significance of that piece of art or image. This concept is backing my opinion as according to him, a person has a choice when he perceives an image before drawing on a conclusion and relating that piece of art in the environment he lives in. Hence, when an image is reproduced in the form of an image it consists of a part of an imagination, which portrays how a person assumes that particular piece of image. This impact can be negative and misleading. In the end, it can be concluded that individual perceptions regarding certain things are subject to change due to changing values of the society. In my opinion, these perceptions of images may cause competition among youth to act and behave as the images portray. As discussed in the counter argument, these images are portraying sexuality and luxurious life styles, which in my view cannot me contemplated in reality. These negative elements need to be identified and effective visual culture should establish presenting images, which depict strong cultural values of the society. There is a need to establish ways through which the individual perception can be altered and their ways of thinking can be redefined that can generate positive outcomes in the society. Work Cited Berger, John. Ways of Seeing. Boston: Penguin Books, 2011. Print. Margaret, Dikovitskaya. Visual Culture: The Study of the Visual After the Cultural Turn. New York: MIT Press, 2005. Print. Read More