Interpreting Visual Sociology: Methodological Triangulation In Sociological Research

Abstract

This paper explores the complex social and cultural aspects of visual sociology, moving beyond mere observation to critically examine the production, consumption, and interpretation of visual representations. This method is particularly effective in settings like India, where cinema and social media play a significant role in shaping societal norms and identities. The paper advocates for combining visual analysis with other sociological methods—methodological triangulation—to gain a deeper understanding of the meanings within visual imagery. The study focuses on two main areas: analyzing existing visual representations and employing visual methods in research. By examining films, photographs, advertisements, and social media content, researchers can investigate how visuals reflect, reinforce, or challenge social relationships. Additionally, visual sociologists produce materials like documentaries to document and explore social phenomena firsthand. The paper also delves into scopic regimes—cultural frameworks that shape the perception and interpretation of visual representations. Analyzing scopic regimes reveals how filmmakers use visual techniques to highlight social realities and cultural anxieties. Finally, the paper examines Baudrillard’s concept of simulacra to understand how representations, disconnected from reality, influence desires and perceptions in a hyperreal world.