The term ‘image’ in this specific context is a concept that combines aspects of perceptual psychology, cultural theory and sociology and manifests itself in various forms such as corporate image, public image, brand image, self-image and professional image.
Definition:
An ‘image’ is a stable, often emotionally charged mental representation or conception that emerges from a perceptual space and creates a powerful imagination or vision. In terms of its consistency and impact, it can be equivalent to a religious icon or the public image of a person or a company. An image can therefore be both attractive and repulsive and marks the transition from a purely perceptual space to a resonance space in which it triggers affective and cognitive reactions.
Discussion:
- Psychological basics:
Kosslyn et al (2006) argue that mental images play a central role in cognitive processes [1]. The ‘image’ as a stable concept goes beyond fleeting mental images and establishes itself as a permanent cognitive structure.
- Cultural iconography:
In his iconology, Panofsky (1939) developed the idea that images carry deeper cultural meanings [2]. The ‘image’ in the sense discussed here can be understood as a kind of personal or collective icon that embodies cultural values and meanings.
- Social construction of images:
Boorstin (1962) coined the term ‘pseudo-event’ and discussed how images are constructed and manipulated in modern society [3]. This emphasises the social dimension of image formation.
- Emotional resonance:
Damasio (1994) emphasises the close connection between emotion and cognition [4]. The affective component of the image, which can have an attractive or repulsive effect, is in line with this perspective.
Rosa (2016) developed the concept of resonance as a form of relationship to the world [5]. The transition from the perceptual space to the resonance space through the effect of an image corresponds to this idea of a resonant relationship to the world.
- Stability and immovability:
In his theory of cognitive dissonance, Festinger (1957) described how people tend to cling to existing beliefs [6]. The stability of an image can be partly explained by this mechanism.
- Religious dimension:
Eliade (1959) discussed the role of symbols and images in religious experiences [7]. The analogy between an image and a religious icon emphasises the potentially transcendent quality of such mental representations.
- Media theory:
McLuhan (1964) argued that media shape our perception and our thinking [8]. The creation and dissemination of images in modern society is closely linked to media technologies.
- Cognitive schemata:
Bartlett (1932) introduced the concept of schemata into psychology [9]. Images can be understood as particularly powerful and stable schemata that structure our perception and interpretation of the world.
- Narrative psychology:
Bruner (1991) emphasised the importance of narratives for human cognition [10]. Images can be seen as condensed narratives that bundle complex stories and meanings into a single mental representation.
- Embodied Cognition:
Lakoff and Johnson (1999) argue that abstract concepts are often structured by bodily experiences [11]. The affective impact of images (attractive or repulsive) can be understood in this context as an embodied response.
- Collective memory:
Halbwachs (1950) developed the concept of collective memory [12]. Images, especially those of cultural significance, can function as elements of collective memory.
Implications:
- Communication and marketing: The understanding of images as stable, emotionally charged representations has far-reaching implications for communication strategies and branding.
- Political communication: In the political sphere, images can act as powerful tools for influencing public opinion and perception.
- Cultural analysis: The study of images can provide deep insights into a society’s cultural values, fears and aspirations.
- Education: Awareness of the power of images could lead to new approaches in education that promote critical thinking and media literacy.
- Psychology and therapy: Working with personal images could open up new avenues in psychological treatment, particularly in relation to changing entrenched views of the self and the world.
Summary:
The concept of the ‘image’ as a stable idea that emerges from the perceptual space and marks a transition into the resonance space combines various strands of psychological, sociological and cultural studies research. It emphasises the complex interaction between individual perception, collective perceptions and cultural meanings. Understanding this phenomenon can provide important insights into the functioning of human cognition, social interaction and cultural dynamics.
References:
[1] Kosslyn, S. M., Thompson, W. L., & Ganis, G. (2006). The case for mental imagery. Oxford University Press.
[2] Panofsky, E. (1939). Studies in Iconology: Humanistic Themes in the Art of the Renaissance. Oxford University Press.
[3] Boorstin, D. J. (1962). The Image: A Guide to Pseudo-Events in America. Harper & Row.
[4] Damasio, A. R. (1994). Descartes’ Error: Emotion, Reason, and the Human Brain. Putnam.
[5] Rosa, H. (2016). Resonanz: Eine Soziologie der Weltbeziehung. Suhrkamp.
[6] Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press.
[7] Eliade, M. (1959). The Sacred and the Profane: The Nature of Religion. Harcourt, Brace & World.
[8] McLuhan, M. (1964). Understanding Media: The Extensions of Man. McGraw-Hill.
[9] Bartlett, F. C. (1932). Remembering: A Study in Experimental and Social Psychology. Cambridge University Press.
[10] Bruner, J. (1991). The Narrative Construction of Reality. Critical Inquiry, 18(1), 1-21.
[11] Lakoff, G., & Johnson, M. (1999). Philosophy in the Flesh: The Embodied Mind and Its Challenge to Western Thought. Basic Books.
[12] Halbwachs, M. (1950). La mémoire collective. Presses Universitaires de France.