VISUAL REPRESENTATIONS IN CULTURAL CONTEXTS
VISUAL REPRESENTATIONS IN CULTURAL CONTEXTS

Summary/Abstract: The study presents different aspects of visual representations depending on cultural contexts that provide their production. The process of intercultural visual communication involves coding content, decoding, and, sometimes, recoding it. The coding begins with the creation of the visual message by the designer, using the cultural filter of the medium which he is part of. Decoding begins with passing the set of symbols used in the message (symbolical elements, colors, artistic styles, composition, graphs) through the cultural filter and aesthetic frame of the receiver. This process can be followed by another coding by constructing a visual message in response. Thus, we analyzed television images as a result of production, as codes through which reality is represented and can be decoded if the context in which they are represented is taken into consideration. The analysis of these images allows the observation of all those involved in representation, both the represented and the omitted, and the identification of the causes that have led to this situation. The explanation is the fact that the interaction of viewers with the text takes place in the context of a social experience, in a certain culture.

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