One with the Image–world: Remapping the Experiential Milieu of the Viewer

By Felix Rebolledo and Andreia Oliveira.

Published by The International Journal of the Image

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Article: Electronic $US5.00

In the traditional conception of the relation between the viewer and the image, a divide is artificially drawn between the unitary I that does the processing and the other that is processed. In this relation, the me-subject and the it-object exist as fully-determined, stand-alone entities that are linked by a Cartesian mechanical model of perception. Based on the work of Whitehead, Simondon and Deleuze, we propose a novel conception of the role of the viewer which discards the pre-constituted spectatorial “I” as an entity and replaces the linear causal chain of perception by a remapping of the experiential milieu where viewers become one with the image-world within which they are enveloped. Environmental, technological and experiential territorializations together constitute the circumstances for an associated milieu, which allows the knower-known relation to be expressed. Consequently, the perceptual process is seen not as the interpretation and synthesizing of sensory input but as the succession of percepts and affects where pure sensation is the spontaneous ultimate content as image. As such, we can articulate relation in terms of the operation of passing from the objectivity of the data to the subjectivity of the actual occasion as an imagistic process.

Keywords: Perception, Associated Milieu, Viewer, Imagistic Process

The International Journal of the Image, Volume 2, Issue 3, pp.1-8. Article: Print (Spiral Bound). Article: Electronic (PDF File; 825.298KB).

Felix Rebolledo

Student, Specialized Independent Program, Concordia University, Verdun, QC, Canada

Felix Rebolledo is presently completing his thesis in Philosophy and Film Studies at Concordia University in Montreal, Canada. He sits on the editorial board at, an online journal for research-creation. He is a member of the The Sense Lab directed by Dr. Erin Manning and Dr. Brian Massumi and is working on an English translation of Simondon’s Du mode d’existence des objets techniques with Dr. Sha Xin Wei at Montreal’s Topological Media Lab. His last paper, “The Associated Milieu: A Machinic Assemblage between Artwork and Viewer” was presented at the Arts in Society Conference in Sydney, Australia in 2010. His academic interests focus on digital technology and spectator theory in cinema. Currently, his research–creation makes free use of video and digital technologies.

Andreia Oliveira

Professor, E-Learning & Fine Arts, UFSM, Jaguarão, Brazil

Dr. Andréia Machado Oliveira (Porto Alegre/Brazil) has a BFA from UFRGS (Brazil), an MA in Social Psychology from UFRGS, and a Ph.D in a Multidisciplinary Ph.D Program at UFRGS and at the Université de Montréal (Canada). Her expertise lies in the study of art and technology as well as contemporary philosophy with special emphasis on subjectivity. She is a member of the NESTA (Subjectivity, Technology and Art Work Group)/UFRGS/ Brazil, Ways of Contemporary Subjectivation research group/UFRGS/ Brazil, and The Sense Lab research-creation group in Montreal, Canada. She sits on the Digital Art/RS consultation committee of the Ministry of Culture in Brazil. The result of her research projects have been published in several academic journals and proceedings. Since 1992, her art practice is concerned with drawing and printing; she has participated in several collective exhibitions and one-person shows. Currently, She is professor at UFSM, Brazil.