Visual
Rhetorical Analysis
Visual propaganda has always been an
effective form of persuasion; in a single image an entire argument can be
conveyed. Some propaganda is parabolic while others are unmistakably
communicating a clear viewpoint. In the world of political, religious, civil
and socioeconomic conflicts (Political Science), many messages being conveyed
are very powerful and ideologically driven; whether that drive involves 99%ers
to the 1%, Christians vs. Muslims, or Liberalism vs. Realism there holds a very
strong ideological motivator. Images are worth more than a thousand words;
which is why propaganda is such a powerful and common tool in political
science. From the squid stamped with the Star of David covering the earth to the
fallacious misrepresentation of the Boston massacre, visual rhetoric uses a
culmination of details that alone make a simple assertion, but together convey
a complex argument. The image I have chosen comes from the cold war era; when
capitalism and communism were pitted most fervently against one another in a
war of ideologies. This ideology war never met the two largest players on the
battle field, but this war was fought systematically in the hearts and minds of
the two sides. The U.S. and the U.S.S.R. fought several proxy wars against
one-another; causing a great deal of destruction from Eastern Europe to the Middle
East. These regions faced a militarily motivated ideological conflict resulting
in the degradation of many of their political regimes, yet the two most powerful
players never engaged in open conflict; resulting in a wide array of political
propaganda. This piece of visual propaganda was utilized by the U.S. in the
name of capitalism, the parochial nature and lack of pragmatism exhibited in
the U.S. during the cold war era allowed propaganda like this to not only be accepted,
but embraced.
The image I chose features two bodies
of text; the first is in large bold letters stating “IS THIS TOMORROW”. This
statement alludes to some sort of impending doom; while indicating that all is
not lost yet. Whereas, the second body of text, in the bottom of the visual in
bold, only about 30% the size of the first, reads “AMERICA UNDER COMMUNISM!”
Even before analyzing the visual communication of the entire image, and only
performing a hermeneutical analysis, one can establish the author, audience, the
antagonist and their target victim, and all of this is communicated very well
on a basis of context. The first body of text communicates that an impending
doom is right around the corner, and America is in danger if no one tries to
stop the communists, therefore establishing ones need in capitalism, the view
point responsible for this piece of propaganda. The author puts the first body
of text in a larger font to serve as an eye catcher and communicates a sense of
emergency; this method of instilling fear of immediacy is recycled in the
second body of text by ending the statement with an exclamation point. The
second body of text declares who the antagonist is and who the victim will be;
this is one of the times where context would help the audience with defining
“AMERICA UNDER COMMUNISM!” as capitalism vs. communism.
The visual itself does a very good
job communicating many of the separate issues; which appear to have a seamless
causal relationship with one-another. The visuals largest graphic is the
American flag in the background and it is being swallowed by flames which are enveloping
nearly the entirety of the background. The symbolism of the flag being torched communicates
the fall of America, as an American one should fear those who subscribe to the
communistic ideology, they are an enemy whom wishes harm upon you and will see
all that you know and love burn. The visual then in a very direct manner
communicates the antagonistic parties and their casualties; on the far left of
the page there is a conflict involving a communist (possibly Russian) and an
African American and like all the conflict on this visual the antagonist is the
dominant figure in this relationship. The African American most likely
represents not only African Americans, but also at this time he would be a
representation of the impoverished or disadvantaged peoples in America. This
communicates that communism is as bad for the proletariat as it is for the bourgeoisie;
this is an important argument to communicate because not only do the poor make
up a large demographic, but a demographic unified in masses to one cause can
have considerable influence on the regime.
The next conflict being illustrated is of a
man, once again possibly Russian, whom is choking a woman; he is communicating
violence as well as perversion given his body language it is likely he would
intend to rape her, which serves to make a statement about the moral depravity
of a communist. This image communicates to the audience that communism will
kill the weak or defenseless; women, children, the elderly and essentially
anyone who relies on the defense of the American regimes security forces;
persuading yet another demographic
that this war of ideologies is of life and death. The final set of conflict is
between a Chinese communist in military uniform, which may indicate the
statement of we are militant and we are many,
and a middle aged man dressed in priests robes; the priest’s arm is forced
behind his back incapacitating him, followed by the arm of the antagonist
wrapped around his throat. This obviously illustrates the message that
communism will destroy religion; leaving the church and its constituency
subject to the wrath of communists. At this time religion played an even larger
role in politics and day to day life than it does today; although even today we
are not entirely secularized, religion does not play as large a role. Then the
final detail is not one of conflict, but rather is the following masses of the
communist movement. This character is portrayed sulking and hooded, and it has
been placed in the lower right corner as a way to sum up the whole message;
that in the end Americans will be subject to the obedience and submission to
the communist overlord; this symbolizes the loss of ones freedom in a communist
regime.
Visual propaganda has played a very
large role in several conflicts because of just how much can be said through a
single image or phrase; for example the holocaust was driven largely by the
textual propaganda of John 8:44 “you are from your father the devil” in
reference to the Jews, and the visual propaganda of a squid covering the earth
marked with the Star of David. These forms of persuasion are very powerful and leave
the audience to ponder and interpret these messages in the frame that the
author has chosen; while providing the illusion of free thought. The image I
chose was utilized during the cold war era and played a large role in the way
the citizens of the U.S. viewed and interacted with people of Eastern Europe and
Russia. Their parochial views and sometimes violent actions were considerably motivated
by fear; fear which was bred through images such as this.
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