In the reading, Nicholas Mirzoeff, professor and visual culture theorist claims that “meanings are not inherent in image. Rather, meanings are the product of a complex social interaction among image, viewers and context”. Mirzoeff suggests that the consumer decides the meaning of an image based on their own exposure to different contexts. Arguing that meaning is not constructed by the producer. Despite the fact that a producer may produce the image or text Mirzoeff argues that they are not in control of what meanings are subsequently made through their work. This is also demonstrated through his use of the term ‘Intervisuality’. Intervisuality refers to not one mode of viewing, but to a variety of different modes. The audience are exposed to different media which is individual to them that eventually will create subjective meaning behind a text.…show more content… However, US audiences had a different reception as Rodriguez had a series of commercial failures,until he eventually disappeared, seemingly living a life of obscurity. However, a bootleg copy of his album Cold Fact found its way into South Africa and soon “became the soundtrack to youth protests against apartheid”. This example of intervisuality demonstrates Mirzoeff’s claim that meanings are not inherent within an image. The reception in America completely contrasts with that of South Africa. This is likely due to the fact that the lyrics within Rodriguez’s songs resinated with the apartheid that was occurring. However, his songs fit the cultural context and relevant issues which made audiences in South Africa particularly subjective in creating meaning behind his
