https://www.academia.edu/11911020/Context_as_a_determinant_of_photographic_meaning accessed and downloaded as PDF - 17.7.2020
1.Place the same image in different situations and context changes. Example used Wedding photograph placed in album, photographers shop window, local newspaper, fashion magazine.
-Family album becomes an image amongst others as memories of repeated ritual.
- The shop window is viewed on the quality of the photographer in taking the image
-The fashion magazine focuses on the dress and suits etc
-The newspaper as a visual announcement of their confirming their lifelong pledges to each in formal setting.
Generally context of an image can be changed in 3 ways:
1. As a single image
2.With the addition of text
3.Placed in a Juxtaposition.
Art in the past was created as a single piece or part of a small set. The location planned.
Photographs can be duplicated by the thousands and distributed in many various locations, some which may change the context of the image. Therefore in advertising this has to viewed with care and consideration, not to cause offence or misunderstanding.
The addition of text or headlines in printed media can completely change the context of the image.
e.g I photographed an "A" list American singer on stage. The next day it was purchased by a UK national newspaper. It was used in a story about a spat about her past and that of another singer who were both "pole dancers" and their boyfriends, who were also very famous. The story went worldwide. i totally lost control of my image and the context it was used for changed completely.
John Tagg coined the terms -
"Currency" - Describes the life of an image as it moves through time and space, context to context, as it used by different groups for different purposes, until it eventually is destroyed, lost or archived.
The same image may develop an "after life" as to be re-used in books, history or exhibitions.
"Circulation" - Distribution/ transmission of images through communication networks such as media/ institutions etc.
Jo Spence was photographed by Terry Dennett from 8 months to in her 40's and displayed in 1979.
They were displayed in 3 formats which changed their context
1.Hayward Gallery
Local Library
Feminist magazine "spare rib"
However a person does not visit a gallery or image as a blank page:
Ernst Gombrich created "the beholders share " -
Viewer approaches an image with a pre-set of memories, knowledge and prejudices.
Though millions of people at the same time share common factors such as language religion, gender, culture.
Within us also lies "pictorial stereotypes." partially fed by the media and partly from our lives.