|
The image of this child in pain SHOULD be disturbing - it is natural to be disturbed by the image of any being in pain, especially a human, particularly a child. However, the text carries a bad connotation that the reason one should care about the suffering of an Iraqi child is that the child may grow up to be an (anti-US) militant. Overall, the poster plays to fear of retribution as the reason not to cause or allow suffering, and seems to redirect that fear as anger toward Bush. This, I believe, is problematic.
Convincing the viewer that allowing the abuse of Iraqi people to continue will lead to retribution by the survivors may be intended to motivate the viewer to agitate for ceasing the abuse in order to avoid the pain of retribution. However, ceasing the abuse is only one of two logical responses to the threat of retribution: it is as logical to kill the victims and anyone who may remember them so that no survivor remains to retaliate.
Given a viewer with healthy emotional responses and a normal amount of empathy, the crying child visual - which will be processed before the text - will prepare that viewer to feel nurturing and protective. The prepared viewer is intended to then read the text and feel anger at the desired target (Bush) for hurting the baby, for placing him (the viewer) in future danger, or in the case of a big-picture thinker, for perpetuating the cycle of militancy. Some of those viewers will already be anti-Bush and/or anti-war, and as such are not part of the target audience (unless this is intended as part of a sustaining campaign rather than a recruitment campaign).
Some of those healthy, empathic viewers will be pro-Bush and/or pro-war. Those are the critical target audience, but what will happen with them will be different. The healthy, empathic, pro-Bush viewer will experience too much threat and distress, as the crying baby and the implication of future violence will be compounded by an attack on their choices. This will be likely to provoke a defensive reaction, and the anger will be directed uselessly back at the poster itself and not at the desired target.
In the emotionally unhealthy viewer with empathy, the crying child may evoke different feelings and effect the outcome. The crying child may evoke hopelessness and fear in a viewer who himself felt hopelessness and fear while crying and screaming as a child. Those feelings, if stemming from abuse, would heighten the threat response to the 'future militant' message and cause it to be interpreted as a threat of punishment. This may cause the Bush-supporting viewer to paradoxically support Bush even more, attempting to please the authority figure in order to be protected from or avoid the coming punishment. Given the Dobson influence among the Bush supporting demographic, this segment is not at all insignificant. For this part of the target audience, the ad not only does not hit its target, but backfires.
In the worst case scenario, the emotionally unhealthy viewer without empathy, the crying child will not prepare the viewer for the text portion of the message in the way it would in a healthy person. The Iraqi flag will be as important as the image of the child in the mind of such a person. If the viewer already has an attachment to the Iraqi flag or even to the colors of it, that will color their perception of the rest of the poster. It is likely that the bandage on the child's head will scan as a turban, part of the incorrect but popular ethnic stereotype of the "Muslim terrorist". Depending on whether the viewer has bought into that stereotype or resents the stereotype, that also will shape that viewer's end state. The child's scream is as likely to be understood as rage as it is pain or fear, if it is understood as indicative of emotion at all: it may simply appear that the child is shouting. The child may not even parse as a child, but simply as "person". If the viewer has negative attachments to the Iraqi flag and/or its colors, believes the "Muslim terrorist" stereotypes, and has already begun to dehumanize Iraqi, Muslim, Arab, Middle Eastern, or just plain brown people, the child may not evoke any different feeling than an adult would. At best, the baby will connect to images of child suicide bombers. At worst, the baby will appear like the larval form of a pest. (I know that is a horrible thing to say, but there are people who think this way. As distasteful as it is, I believe we have to understand how hate works in order to defeat it.) Once the viewer is done with the image and moves on to the text, the stereotype will be reinforced by the keyword "militant", heightening the threat response. Going a few steps further with this broken logic, such a viewer may then conclude that the future militants are angry with Bush for trying to defend the US against terrorism, and will keep attacking us if something decisive is not done. This is the kind of person who will choose "leave no survivors" over "create no victims".
Propaganda is an awesome force. We use it, they use it, anyone with a message to spread uses it. Call it advertising or public relations if you want, but in my opinion, to call communications for the purpose of instilling a particular political viewpoint anything but propaganda is to engage in the exact dishonesty with which the word propaganda has become associated.
Propaganda can be beautiful, gentle, and inspire in others the vision of a better world and the desire to bring that better world about. By offering a moment of happiness and peace through images, words, sounds, and events, proper propaganda can cause the ugliness in the world to stand out on its own in comparison. The recipient desires to have more of this happiness and peace, and moves in a positive direction toward the offered light.
Propaganda can also be ugly, brutal, and inspire the nightmares of a world scorched by terror. When you start appealing to fear, you're not playing with sunshine and light any more. You're playing with a terrible darkness when, instead of happiness, you offer people pain. You are giving people something to run away from, not a goal to run toward, and it's very difficult to control the direction and distance as they run.
|