Visual Matters

Abstract

In this chapter, the author deconstructs the relationship between visual and political communication through the lens of a photographer. Political communication is vital to any flourishing democracy and combines the power of textual, visual and audio messages to communicate and influence the observers. The use of strong visuals, especially well-taken photographs can have a strong impact on the audiences and thus have become increasingly popular, especially with the growing popularity of social media. Photographs, in particular, have been used for image-building and to convey subliminal messages by politicians around the world. There is evidence of how political leaders have used carefully orchestrated visual communication to their advantage. Beyond the politician, photographs are also used to shape public opinion, just like text. However, photographs have enjoyed a certain level of trust as they are accepted as a representation of truth by people. ‘A photo is worth is 1000 words’ is a well-known phrase, and just like words can be misleading, so can the photographs. Photographs can be carefully framed to convey a part of the whole truth, present an inaccurate perspective and even force the observer to focus on certain parts of the photo and ignore the rest. By changing the angles, carefully organizing the frame, using various lenses, using colours and contrast in a certain manner, and purposeful editing, a photographer can communicate carefully devised messages. The chapter details the various ways in which a photograph is taken to convey a part of the truth or accentuate certain aspects of it. The author argues that images and photographs have perspectives and choices embedded into them, and thus can never be neutral. And that is why visuals are the most powerful tools available for political communication. Keywords: Communication strategies, Political communication, Visual propaganda, Communication theory, Visual communication, Photographs