The Pictorial Turn and Visual Rhetoric: Analyzing Image Agency and Persuasion in Contemporary Media

In a time where the role of the image within academic and cultural contexts is undergoing a paradigm shift, especially since the notion of the pictorial turn proposed by the American art historian W J T Mitchell, the following paper will argue that the image is not only a passive representation, but has also become an active force in the construction of social realities, public opinion and the formation of subjectivity. The theory of image agency by Mitchell will be discussed in order to explain how images in political propaganda, social movements and advertising are used to either reaffirm or challenge hegemonic decisions. Examples such as the poster Rosie the Riveter and the advertisement If Youre Not Fast, Youre Food by Timberland will be used to illustrate the persuasive power of the image in modern communication. The proliferation of digital platforms such as Instagram or TikTok, which support a predominantly visual mode of communication, will be discussed in order to demonstrate how images come with an expanded force of impact. In this manner, the conclusion will underline that image studies and visual rhetoric are of utmost importance to an understanding of the contemporary information dissemination.