ABSTRACT
The growing interest of scholarly inquiry into visual experiences, and the multiplication of studies of seeing and the seen, respond to unmistakable social and cultural realities: that images have become an omnipresent and overpowering means of circulating signs, symbols, and information (Fischman, 2001). Many of the everyday iconic events, such as watching movies, window shopping, and television consumption, are core cultural experiences of urban modernity and globalized capitalism. They demand from the viewer that s/he will be able to follow and understand implicit visual rules developed through the rapid trajectory of switching images.
