This methodological tool is a combination of photography as the visual equivalent of a tape recorder, and ethnography or other qualitative methods. Photo elicitation techniques involve using photographs or film as part of the interview—in essence asking research subjects to discuss the meaning of photographs, films or videos. In this case the images can be taken specially by the researcher with the idea of using them to elicit information, they can belong to the subject, for example family photographs or movies, or they can be gathered from other sources including archives, newspaper and television morgues, or corporate collections. Typically the interviewee's comments or analysis of the visual material is itself recorded, either on audio tape or video, etc. Photo voice is a related research method in which researchers give those being studied still or movie cameras. Research participants are taught to use the image making technology but are then responsible for making photos or movies which are subsequently analyzed either by the researchers or the participants, or both. The first use of photo voice was by Wang and Burris (published in 1994), where they defined it as "a method through which knowledge would be generated by people who were normally passive objects in the research process." In any case, in this first sense visual sociology means including and incorporating visual methods of data gathering and analysis in the work of sociology. This method has recently been transferred to other academic disciplines, notably having been pioneered in contemporary religious research. Studying visual data produced by cultures Visual sociology attempts to study visual images produced as part of culture. Art, photographs, film, video, fonts, advertisements, computer icons, landscape, architecture, machines, fashion, makeup, hair style, facial expressions, tattoos, and so on are parts of the complex visual communication system produced by members of societies. The use and understanding of visual images is governed by socially established symbolic codes. Visual images are constructed and may be deconstructed. They may be read as texts in a variety of ways. They can be analyzed with techniques developed in diverse fields of literary criticism, art theory and criticism, content analysis, semiotics, deconstructionism, or the more mundane tools of ethnography. Visual sociologists can categorize and count them; ask people about them; or study their use and the social settings in which they are produced and consumed. So the second meaning of visual sociology is a discipline to study