Glossar-English:Image Pragmatics

An action among others

Pragmatic considerations have different weights in different approaches to sign theory (cf. [Levinson 1983a]Levinson, Stephen C. (1983): Pragmatics. Cambridge University Press, Cambridge.
: ch. 1.2, as well as ⊳ Pragmatics, Semantics, Syntax). They have in common that sign use is regarded as an action and, in particular, as an action in interplay with other actions. Thus, all factors relevant to action theory are considered unless they already fall under the more specialized issues of syntax or semantics. A narrow conception of pragmatics, which in any case focuses on semantic relations, is content, on the one hand, with the comparison of the indexical aspects (in a broader sense) of sign meaning with the situation of sign use, and on the other hand, with the detection of variations in the execution-style of the sign action. In this respect, studies of the personal style of a visual artist, for example, can also be understood as borderline cases of image-pragmatic considerations. Somewhat more broadly defined, “appropriateness conditions of use” of a sign move into the focus of interest. Here, the concept of context plays a special role, as do psychologically or sociologically determined characteristics of the sign users and their relationship to each other. Concerning images, the view is now directed to the conditions of the production and reception context and the changes therein triggered by the image.

If one takes into account that all reactions of the sign users to the sign act are also actions, one arrives at an even broader concept of pragmatics, which is also the basis of this chapter. Thus, image pragmatics deals with all regularities between an image action on the one hand (production or selection, presentation, and reception, among others) and further, somehow related actions of the actors involved on the other hand. Wittgenstein's conceptual connection between language-game and life-form exemplifies this relationship for verbal sign acts ([Wittgenstein 1971a]Wittgenstein, Ludwig (1971): Philosophische Untersuchungen. Suhrkamp, Frankfurt/M.
). However, it can certainly be extrapolated to pictorial signs: For instance, behavior is influenced quite directly – yet “user”-specifically – by the pictograms frequently affixed to toilet doors.

Therefore, several image-pragmatic approaches consider the possibilities and limits of trying to transfer the idea of speech acts to pictures: Which illocutions are possible with images, which cannot be performed, and which can only be performed with pictures? The question of the primary pragmatic function (or, as the case may be, functions) of pictorial acts also belongs in this context (⊳ Predication and Nomination).

About the sub-items

The image-pragmatic aspects crystallize, especially in the relation of the action to the involved interaction partners. In addition, on the one hand, various salient aspects of sign acts and different characteristic or borderline types of sign acts can be cited.^[1] Finally, unique image-pragmatic contexts appear, which are of particular importance.

The action and the actors

Whereas truth is primarily a semantic category (⊳ Image Semantics) related to the propositional angle of the sign act under consideration, authenticity aims at the self-presentation of the sign users and, thus, at a more general level of the performance of pictorial sign acts. In this context, the view must also be directed to the reception of the image as a communication process. If contextual factors and the respective execution of the pictorial sign act play such a significant role, the question of the identity of pictorial signs beyond concrete use also arises.

Communicative aspects of pictorial actions

The extent to which using pictorial signs results in visual forms of argumentation based on independent visual rationality has yet to be conclusively clarified. After all, affective aspects also play an important role in image communication – because they concern behavioral dispositions and, thus, ultimately, possible subsequent actions. Hence, their consideration also falls into the area of image pragmatics. In pictorial rhetoric, both cognitive and affective factors have to work together.

Types of image acts

Particular action contexts for images arise in the production of an image carrier, its reproduction, and its use as an image citation. The use of so-called “natural” signs, such as reflections or shadows, as images and the modes of use in connection with image magic also represent unique forms of image actions. Finally, context formation as a primary pictorial action emphasized by modal image theory forms a central aspect of image pragmatics.

Special contexts of action

Finally, specific, pragmatic aspects, which have often even led to independent codifications, appear in the field of image economy and image politics.

Miscellaneous

Among the concepts traditionally treated under pragmatics are also »deixis«, »presupposition«, and »implicature«. The application of the latter two to pictorial acts is not addressed separately here because it is not likely to differ from that of linguistic communication. Aspects of deixis are also discussed under ⊳ Indication and Ostentation.

Sub-Items

Notes

↑ On concrete types of use in detail ⊳ Types of Image Use.

Literature

[Levinson 1983a]Levinson, Stephen C. (1983): Pragmatics. Cambridge University Press, Cambridge.[Wittgenstein 1971a]Wittgenstein, Ludwig (1971): Philosophische Untersuchungen. Suhrkamp, Frankfurt/M.

Version 1: 2013

Responsible:

Seitenbearbeitungen durch: Joerg R.J. Schirra — (Hinweis)

Zitierhinweis:

Birk, Elisabeth & Schirra, Jörg R.J. (2013). Image Pragmatics (Main Item). (Ausg. 1). In: Schirra, J.R.J.; Halawa, M. & Liebsch, D. (Hg.), Glossar der Bildphilosophie. (2012-2026). [bildglossar.org/index.php?title=Glossar-English:Image_Pragmatics].

[1] On concrete types of use in detail ⊳ Types of Image Use.

[1]