Case Study Analysis of Shared Visual Arguments and Propaganda Techniques of Russian Propaganda Posters and Russian Internet Memes

Abstract

Rhetoric, the study of argument using logic, has been studied for centuries. However, there is some disagreement among scholars on whether or not argumentation can be applied to visual imagery. Images are noted to have more emotional appeal than text does.

Visual propaganda was mass produced in the form of propaganda posters, most popularly in the early 20th century. In more recent times, the sharing of images has moved to social media, popularly through memes. This paper analyzes two Soviet propaganda posters produced by one Soviet publishing house, Litizdat, and two memes created by the Russian organization the Internet Research Agency to observe techniques and arguments used by Russian creators of propaganda in these two different kinds of medium.

These four figures were given a case study analysis individually and then examined with each other noting six criteria involving aesthetics or content, emotional appeals, and possible visual arguments. Findings revealed there are shared techniques in all of the figures, some among the memes, and some among only the posters. Further study is suggested to further examine the persuasive quality of memes, as visual argumentation is demonstrated to be viable and the potential for it to be continually used for nefarious reason is clear.