The Art Car Spectacle: a Cultural Display and Catalyst for Community Page: 35
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(p. 134). These resources were formerly considered codes, or sets of rules for
connecting signs and meanings. While some forms of visual communication, for
example, a stop sign works in this manner, for many other material resources there is
no set code. In social semiotics, different sets of rules apply in different contexts. Many
signs are fixed and are only changed by those with cultural power; however, there is
some variation or play with semiotic productions and interpretations in smaller groups
and sub-culture. Jewitt and Oyama (2001) also suggest, "Sometimes society needs
something new, and then novel modes of production and interpretation will stand more
of a chance of being added to the culture's treasury of visual resources" (p. 135). Prior
to his conversion to deconstruction, Barthes was interested in the social techniques that
constrained meaning and how forms of ideology were conveyed. According to
Gottdiener (1995) these constrained meanings are the logotechniques, "the ideological
mechanisms of normalization and control of language" (p. 21). They are often overlaid
in advertising and fashion. Semiotic resources are generated in the context of a specific
history with embedded interests and purposes. Semiotics is meant to be used as a tool
in critical research and is only useful when questions are asked and messages are
revealed (Jewitt & Oyama, 2001). Visual social semiotics borrowed from Halliday's
(1978) metafunctions, or systems and functions of language, which have been extended
to images by Kress and van Leeuwen (2001) who examine representational meaning,
interactive meaning, and compositional meaning. Jewitt and Oyama (2001) assert,
Any image not only represents the world (whether in abstract of concrete ways),
but also plays a part in some interaction and, with or without accompanying text,
constitutes a recognizable kind of text (a painting, a political poster, a magazine
advertisement, etc.) (p. 140)
Cars have significant meaning; they are cultural icons. A shoe also has cultural35
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Stienecker, Dawn. The Art Car Spectacle: a Cultural Display and Catalyst for Community, dissertation, August 2012; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc149669/m1/45/: accessed April 19, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .