In this section of our reading the book presented the concept and the intended meanings. The label of a producer can be presented in different ways and in different work forces. A producer can be an individual that works in a film or design industry, advertisement agencies, corporate business,or an artist. The label "producer" can be an individual or a group of individuals who come to gather and develop ideas and strategies for a final product or exhibition or a corporate which becomes part of the development parts of the advertisement process.
In the reading it highlights Roland Barthes's essay "The death of an Author" It to help us understand the power between the viewer and producer in its image and text. Barthes's directed view is that text provides a direct and clear meaning for the reader to interpret. His point his that text can be interpret in different forms depending in the viewers background and culture. It could be that most of time what the viewer interpret is not what the producer intended meaning. Now a days with new computer software we can be our own producer by obtaining an image and editing it.
Often producers of images such as artist create a piece of art in hopes of a specific reaction from the viewer or its created with an intended meaning. Most of the time the intended message or meaning from the artist is not interpret by the viewer. Because, meaning and interpretation depends on an individual background or culture.
Particularly in this reading, I found it very interesting the context in the label of producer and how it can differ depending on the type of work environment.
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