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About Association View
1993 was the last year of the Dutch Bookshop-Gallery Bellemans. Some childrens' book illustrators decided to launch Association View and asked Roby and Joke Bellemans to continue their exhibition and other work. And thats how it went, according to Vonnegut.
Why is it necessary to improve viewing technique?
Information is increasingly conveyed through visual mediums. The television plays an impor tant role here. Frequent TV watching leads to bad viewing habits. People tend only to follow the main storyline. The secondary subjects go by unnoticed, even though they also fill the screen. Furthermore, the current use of manipulated images makes it more difficult for the viewer to distinguish between fact and fiction. People who watch TV frequently, tend to process other visual information in the same way. This leads to careless viewing. For these reasons people need to become better viewers, especially children who watch a great deal of TV. Association View (Stichting Kijken) addresses primarily, but not exclusively, the beginning viewer. Good viewing is an important skill for everyone to learn. Only seldom do people see everything there is to see. If several people view the same thing, they will almost always see something different. There are several reasons for this. People only recognize what they know. But even what they know, they do not always recognize. If people see something in an unusual environment, it can either become indistinguishable, or change its meaning completely. In addition, the way a person or thing is presented can influence the viewer's perception. A less developed viewer sees less and can be more easily manipulated. The better a person views, the better he or she sees. The more a person sees, the better the information is relayed and the more one enjoys viewing.
To view better, we have to practice. It also helps when the material being shown is presented optimally. With these goals in mind, Association View focuses on the following:
- developing viewing skills;
- improving the way people process visual information;
- learning to enjoy visual information;
- presenting visual information.