Resumo

ALLOCHIS, Leandro. La mirada lúcida: Desafíos en la producción y recepción de imágenes en la comunicación contemporánea. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.53, pp.23-36. ISSN 1853-3523.

The analysis of a particular visual discourse allows the discussion about the complexity of the dynamics of production and reception of visual messages in contemporary media and the intensive processes of structuring and restructuring the world symbolic reproduction practices into images. In this context, we face an scenario characterized by a growing generation of viewers awared of the attempts to confer an aura of novelty to visual text representation mechanisms supported by the hypertext and hybridization of genres and referents. The not replacement of these strategies into new ones, are beginning to show their cracks in front of increasingly trained individuals who are more conscious about the particularities of images on the media; a situation where an iconosphere life poses new challenges for both recipients and producers of visual discourse and request a critic interpellation by communication professionals to propose new answers and new links with contemporary audiences.

Palavras-chave : Images; Communication; Hypertext; Hybridization; Spectator; Visual speech.

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