Investigation of the Function of Photo Placement in Conveying Meaning and Directing the Audience

Usually, each media has a specific function. Photography is also no exception to this, and in most cases it has been a political, social, promotional, and artistic performer, besides the delightful and individual functions. Since the photo is important as the bearer of reality in creating meaning and knowledge, it is considered as an appropriate tool for various institutions. Each institution carries out specific goals by placing photos in specific backgrounds, and as one of the foundations, culture plays an important role in reading photos and message transmission, which sometimes favors the photo as a message and even being used as complements of main message. Photos such as texts are composed of semiotics and codes that form the content of the photo, and the audience receives it from its history, such as age, gender, culture, etc. Of course, the channels and the context in which the photo is presented to the audience are also effective in the meaning and message of the photo, since every context has a specific function and effect. The question of research is how can the background of photo be able to impose meaning on it? How do extract the meaning from the photo? The research method is descriptive-analytical and information is gathered from library resources. Entries were categorized and discussed in specific groups. Findings show that the photos exhibit different meanings and properties depending on their context; since the codes in the photo, depending on the context of that, as well as the way with the text, which is often used as a text-based photo, undergoes a change of function. Each context highlights and deconstructs the meaning of the photo, so that the meaning of a particular photo can be completely affected by the context. Providing context for a photo is effective in creating a message and meaning specific to the audience. Context can apply its function and purpose in the photo to persuade the audience in a particular direction which is specified by the users.