RHETORIC OF THE IMAGE II

FUNCTIONS OF THE LINGUISTIC MESSAGE IN RELATION TO ICONIC MESSAGE  ANCHORING  RELAYING

POLYSEMY

POLYSEMY  “FLOATING CHAIN” OF SIGNIFIEDS  PRODUCES UNCERTAIN SIGNS, I.E., IT’S HARD TO TELL WHAT SIGNS MEAN SOMETIMES

LINGUISTIC MESSAGE HELPS COMBAT THAT UNCERTAINTY ANCHORING

TEXT DIRECTS READER AMONG THE SIGNIFIEDS AVOID SOME AND ACCEPT OTHERS

RELAYING

RELAYING  LANGUAGE AND IMAGE IN COMPLEMENTARY RELATION  WORDS ARE FRAGMENTS OF A SYNTAGM – SET OF SIGNS  WORDS “ASSIST” MEANING OF THE IMAGE

 RELAYING – RELIES ON LANGUAGE  ANCHORING – MORE RELIANT ON THE IMAGE FOR THE INFORMATIONAL CHARGE  RELAYING – RELIES ON LANGUAGE  ANCHORING – MORE RELIANT ON THE IMAGE FOR THE INFORMATIONAL CHARGE

DENOTED IMAGE

LITERALNESS OF THE IMAGE  LITERALNESS OF THE IMAGE  VIRTUALLY IMPOSSIBLE STATE  SETS THE PHOTOGRAPH AS A MESSAGE WITHOUT A CODE

THE PHOTOGRAPH  IS IT A MESSAGE WITHOUT A CODE TODAY?  REGISTERS? MECHANICALLY, NOT HUMANLY?  THING’S HAVING-BEEN-THERE?  NEVER EXPERIENCED AS AN ILLUSION?

 DENOTED IMAGE NATURALIZES THE SYMBOLIC MESSAGE  MAKES “INNOCENT” THE DENSE SEMANTIC ARTIFICE OF CONNOTATION

PANZANI ADD FULL OF SYMBOLS  BUT STILL A SENSE OF NATURAL “BEING- THERE”  A SENSE OF SPONTANEITY  BUT STILL A SENSE OF NATURAL “BEING- THERE”  A SENSE OF SPONTANEITY

THE RHETORIC OF THE IMAGE

LEXICON

LEXICON  PORTION OF THE SYMBOLIC LEVEL OF LANGUAGE WHICH CORRESPONDS TO A BODY OF PRACTICES AND TECHNIQUES  IDIOLECT

IDEOLOGY  WEB OR NETWORK OF COMMON BELIEFS, VALUES, ATTITUDES  DEMOCRACY, COMMUNISM, SOCIALISM, CHRISTIANITY, FEMINISM, CAPITALISM, ECOLOGISM, CONSERVATISM, LIBERALISM, ETC.

RHETORIC OF THE IMAGE  GENERAL IDEOLOGY  SIGNIFIERS SELECTED BASED ON SUBJECT  THESE SIGNIFIERS ARE CONNOTATORS  TOTALITY OF SIGNIFIERS ARE A RHETORIC

RHETORIC OF THE IMAGE RHETORIC IS THE SIGNIFYING ASPECT OF IDEOLOGY RHETORIC IS THE SIGNIFYING ASPECT OF IDEOLOGY

RHETORIC OF THE IMAGE  CLASSIFICATION OF ITS CONNOTATORS -- SPECIFIC INSOFAR AS SUBJECT TO PHYSICAL CONSTRAINTS OF VISION  GENERAL INSOFAR AS “FIGURES” ARE NEVER ANYTHING BUT FORMAL RELATIONS OF ELEMENTS

RHETORIC OF THE IMAGE THE CONNATORS ARE ERRATIC FEATURES THE CONNATORS ARE ERRATIC FEATURES READING THEM DOES NOT EXHAUST THE POSSIBLE VOCABULARY READING THEM DOES NOT EXHAUST THE POSSIBLE VOCABULARY DENOTATION REMAINS DENOTATION REMAINS DENOTATION “NATURALIZES” THE SYSTEM OF THE CONNOTATED MESSAGE DENOTATION “NATURALIZES” THE SYSTEM OF THE CONNOTATED MESSAGE