Consumers: Markets, Publics and Audiences

  • Malcolm Barnard
Chapter

Abstract

This chapter is concerned with the types of relationships that exist between the producers and the consumers of visual culture. It is concerned, then, with the relations between the producers of visual culture and social institutions, the organisations, groups and more or less official bodies in society that consume visual culture. While obviously closely related to these matters, the nature and experience of the individual consumer of visual culture will be dealt with explicitly in Chapter 8. Conventional conceptions of the audience or public as the passive consumer or receiver of visual culture will be supplemented there by looking at the conception of the active consumer, who actively interprets and thereby transforms the pro-ducts of visual culture. The active consumer is in this sense a producer of visual culture and the different experiences and pleasures under-gone and enjoyed by the consumer will also be explored there.

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Copyright information

© Malcolm Barnard 1998

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  • Malcolm Barnard

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