Seeing through transparency: Performativity,vision and intent 1

Abstract

This paper engages with debates around transformations in the production and circulation of images and the changes in modes of perception that these offer. Paul Virilio (1991, 1994) has argued that technological developments have produced a shift in the site of meaning‐production from the material reference space of the image (print or celluloid) to the time of visual contact by the viewer. I consider what significance these temporalities have in relation to social difference, and I develop debates around the performative to consider how the viewer is constituted in visual performativity. This focus on time and performativity opens up questions of how vision may constitute the agency, intention and responsibility of the viewer. Drawing on an example of visual irony in advertising, I explore how the temporal suspension of meanings allows for a suspension of the terms of intent and responsibility. This visual performative accesses and reworks the terms of social difference and privilege in what I have called ‘retroactive intentionality’.