Looking at something is an everyday action and through looking at something we can either experience a social interaction like when someone "exclaims look at that!" it is a command where you either obliged to look or ignore but more often then not you will look. By looking around your environment or at a picture/photo we can experience emotions of our own volition or of intended responses. By intended responses I mean that the artist who assembled the view of the photo you are perceiving wanted to instill a particular feeling or thought process on you psyche via the use of colors or narrative. We live in a culture where the digital brush and pigment of color are more prominent in the creation of a photo then the original and timeless physical brush and crushed pigments of paint. It is cleaner and far more refined in the west to "paint" an image by digital means. Pages 12-14 pretty much are a few paragraphs covering the intended idea that "a picture is worth a thousand words". I say this because the writer goes forth to express how in our culture we use words to describe an image and like wise how we use images to describe words. The impressions gathered by these images can be diverse or confined depending on the audience or even the way that the artist pushed to have it interpreted. A point is made further down the road that the correlation between the real world object and the narrative of the image should be separate, "this is not a pipe" a phrase used to describe an image of a pipe.
Also on a side note was this pdf. document supposed to have images?
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