Ch9-10

In chapter nine, the author discussed scientific images and its means of representing knowledge in science. Scientific images are a visual way and expert representation to know the world. With the growth of image technology, scientific images could see the truth beyond the human eye and provide insight into the humankind body interior such as X ray, ultrasound image. The images of body’s interior interpret by medical professional to understand how the physical body function and have evoked the transcendence of the real that contribute a sense of the readable and transformable body . Further, the scientific images develop the mapping of the human genome to identify the genes that constitute the human chromosome. Struken & Cartwright stated that “now we live in a “reality” we understand to exist at the molecular, invisible level” (p.376). The mapping of human genome can be used in not only changing disease-causing genes but also changing difference of mental capacity and other attributes of human being that present an evident of improvement of human life. The mapping of human genome has also raised the argument about the cloning and selective breeding. The genetic images allow us to control over our body to change appearance and cognitive abilities and I wonder how the genetic images influence on social value and culture in contemporary society.

In tenth chapter, the author described the global visual culture, and how visual culture contributes to the process of globalization. The image circulated through print media, broadcast TV, and films around the world with the development of satellite and web. Through the communication technologies, the long distance connection facilitates the global flow of visual culture that increases the circulation of concepts, ideas, politics and cultural product. The movement of globalization make possible for people, products and culture to across nation boundaries that result in the trade liberalization and the emergence of global market. The global brands company used local strategies to market their brand differently in different places as an aspect of emergent cultural and national identities in different contexts. Struken & Cartwright pointed out that “two aspects of identity –the global and the local are inter dependent” (p404). With global trade liberalization and cultural exchange in a world moving toward a global village, I was wondering will the development of globalization facilitate the global culture that make difficult to identify national culture.