Chapter 2: Viewers Make Meanings

Basically what this chapter is trying to get across is that images, no matter what kind they are, create meanings. “Meanings are produced though the complex negotiations that make up the social process and practices though which we produce and interpret images.” I believe the “we” in the past sentence refers to the viewer and how they take in and relate themselves to the image, advertisement, painting, etc.
The book says, “The production of meaning involves at least three elements besides the image itself and its producer: (1) the codes and conventions that structure the image and that cannot be separated from the content of the image; (2) the viewers and how they interpret or experience the image; and (3) the contexts in which an image is exhibited and viewed.” What I get out of that is that no matter how hard the painter, producer or photographer tries to convey an image it is ultimately up to the viewer to decide what/how it means to them.
Later on in the chapter Aesthetics and Taste gets talked about. In a place like the United States that is extremely diverse and relatively “open minded” taste differs from one viewer to another. “Taste is informed by experiences relating to one’s class, cultural background, education, and other aspects of identity.” I don’t know if it is “snobby” to say but I feel people who went to college have a much different “taste” or view on things than someone who didn’t. Social class is another barrier that separates viewers. For example lower income people may never pay attention to BMW commercials whereas people who can afford those types of high-end cars do watch them.
A cultural aspect on this subject may be how African Americans see the United States government. Some Africans may not like seeing campaign ads for white politicians because of what happened to their ancestors during slavery, relating white powerful men back to slave owners. Things can be said now for white people seeing an African leading the free world. Pictures of Barrack Obama may make some African viewers feel empowered while making white views feel helpless.