Ethical Premises in Taking Over and Using Visual Quotes
Keywords:
author, citation, copyright, trademark, fair useAbstract
In the current media landscape in which intermediality is ubiquitous, there is an increasing ethical and moral dilemma regarding the authorship of a visual product. Far from being an attempt to provide a clear solution to this dilemma, the text is a review of how visual citation is used in the creative process, as well as how the authorship of the product thus obtained is negotiated. Starting from the mechanisms of visual perception and reaching the economic and ethical premises, representative examples of the takeovers and adaptations of content produced by other authors in environments that use the photographic reproduction of reality as a way of expression are analysed. Instead of a conclusion, the article proposes a reconsideration of the concept of author in which the audience can be seen as a modulator of the creative approach.
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