Interpellation

introducing a language you didn't even realize you were fluent in:  images!

W.J.T. Mitchell introduced the term "pictorial turn" to us, Pictorial turn marks a transformation in the humanities. What is different is that the pictorial turn is "post-linguistic," evolving not on the basis of language but of "visuality". In our culture, we are constantly attacked by images, signs, and symbols. We have learned to "read" them as text, and they hold the same significance as their textual equivalents. Although I was somewhat unknowingly aware of this, reading about this topic has solidified it within my scope. I now am aware of this pictorial language that is all around me, and that I am undoubtedly fluent in. Above are some examples.

 

Interpellatation was also a new term this chapter, and I do not know how I haven't encountered it before. The term seeks label the process in which a viewer feels like an image catches their attention or "speaks" to them. Of course not every viewer is going to have the same conversation with the image, and you do not even have to agree with the dominant message of the image in order to be interpellated by it. Advertisements are, of course, prime examples of an image in which interpellation is key.

 

 

“Pictorial turn” has given a new appreciation to the representation of an object as a symbol. It is because our culture’s relatability with symbols that kitsch imagery has found a way to “work” within the fine art realm. Artists found that they could successfully interpellate their viewers with representations of objects that have gained historical significance. One artist who notoriously exploited this idea was Jeff Koons, whose iconic pieces are displayed above.

Hm, I wonder if this is making Clement Greenburg turn over in his grave…