Roland Barthes - about the Photography said, images, the meaning is already completed, it potulates a kind of knowledge, a past, a memory, a comparative order of facts, ideas, decisions. However, when it meets foam, richness is almost lost. This is the time when Myth infiltrates into the gap between the image and the meaning. Jacques Ranciere said the cinematic images are nothing more than composition, operation game, relations between the sayable and the visible. ways of playing with the before and the after, cause and effect.
Both authors suggest 'Studium' and 'indexical sign' - and also William and Pierce, main 'reading' of the image comes from the cultural knowledge. Therefore, it shifts from one to the other.