When Being "Funny" Isn't "Funny" At All

Sometimes, certain people may have different understanding or interpretations about the meaning of an image although they are basically looking at the same image. Well, it happened to me a few times. 

As explained by Kress and van Leeuwen (2006), visual communications can be understood differently within a community because of the differences in ‘social semiotics’ that each individuals in a particular community has. Hence, it explains the reasons why we might have different interpretations towards an image.

Moreover, Kress and van Leeuwen (2006) also added that the placement of visuals can only be understood if it is placed within a given context, which he referred it as ‘the semiotic landscape’, because contexts play a role in shaping our interpretations of what we see (Berger 2008).

On 14^th March 2011, The Star (2011) published an article, ‘Berita Harian issues public apology over tsunami cartoon’, which reflects on the importance of considering the situational context in constructing images for publications. In the article, it was mentioned that Berita Harian has issued a public apology over the publication of its cartoon strip, which illustrates the tsunami and earthquake disaster that hit Japan (refer to image below).

(Image source: Myvisitingcard.com 2011)

It was also noted that the cartoon strip were ‘distasteful’ and ‘insensitive’. Personally, I feel that the cartoon strip is really insensitive towards Japan's situational context because it somehow portrays the meaning of how helpless Japan is in handling their current disaster, whereby even a superhero, "Ultraman" needs to run away from being hit by the tsunami.

Schirato and Yell (2000) explained that audiences interpret the context of a text based on the aspects of the situations, which include:

• what is going on, and where
• those involved
• the role of the text in the situation
• the other texts which are related to the current text
• the wider social and cultural context

Hence, document designer will not be able to have the full control over the meaning that he/she is trying to communicate to its audiences because such meanings are subjective from one audience to another audience.

Perhaps, the main purpose of the cartoon strip published by Berita Harian was merely for "entertainment" purposes. However, considering the situational context of the images when it was being published, it have caused much unexpected controversies for the newspaper outlet. With that, document designers should always consider the situational context of an image before publishing it to ensure that the image is appropriate and ethical to be published.

References

Berger, J 2006, In no other form of society in history has there been such a...density of visual images, viewed 7th June 2011, <http://www.aber.ac.uk/media/Modules/MC10220/visper06.html>.

Kress, G & van Leeuwen, T 2006, Reading images: the grammar of visual design, 2nd edn., Routledge, London.

Schirato, T & Yell, S 2000, Communication and culture: an introduction, viewed 7th June 2011, <http://books.google.com/books?id=x0eCjzs0bhwC&printsec=frontcover#v=onepage&q&f=false>.

The Star 2011, Berita Harian issues public apology over tsunami cartoon, viewed 7th June 2011, <http://thestar.com.my/news/story.asp?file=/2011/3/14/nation/8262608&sec=nation>.