One of the most interesting points I found in reading the article called Visual Culture by Marita Sturken is that we do not view an image in isolation. The experience is informed by association with other images and other media. Sturken says ” The study of visual culture is comparative and contextual…”
Again I wonder how few images are objectively received. Perhaps it is inevitable that we view things subjectively and the role of the visual communicator might be to utilise common codes or semiotics.
And what is culture? We hear about corporate culture, global culture, popular culture, subculture, cultural diversity and cross culture. Visual culture would have to take this into account depending on the targeted audience.