Art as Persuasion

Art as Art as PersuasionPersuasion

““art is not a mirror to reflect art is not a mirror to reflect reality, but a hammer with reality, but a hammer with which to shape it”which to shape it”

Berthold BrechtBerthold Brecht

Art is an overlooked form Art is an overlooked form of persuasionof persuasion

Persuasion’s traditional focus Persuasion’s traditional focus has been on oral and/or textual has been on oral and/or textual messagesmessages emphasis is on persuasion within emphasis is on persuasion within

the “world of words”the “world of words” the role of images in general, and the role of images in general, and

art in particular, has been neglectedart in particular, has been neglected

The traditional The traditional “layperson’s” view of art“layperson’s” view of art

Art is created for Art is created for “art’s sake”“art’s sake”

Representational Representational view of art—art view of art—art seeks to re-create seeks to re-create or imitate realityor imitate reality

Romanticism—art Romanticism—art seeks to idealize or seeks to idealize or romanticize realityromanticize reality

Decorative functionDecorative function—art needs to —art needs to match the sofa, match the sofa, drapes, etc.drapes, etc.

Dogs playing poker—kitsch at its finest

Elvis on velvet—the King, and bad taste, live on Thomas Kinkade,

“Seaside Hideaway”—mall art

An enlightened view of An enlightened view of artart

Art serves more Art serves more than an aesthetic than an aesthetic or decorative or decorative functionfunction Just as Just as

“rhetoric” is “rhetoric” is more than mere more than mere eloquenceeloquence

Just as novels Just as novels can provide can provide more than mere more than mere entertainmententertainment

Artists express Artists express their opinions in their opinions in and through their and through their workwork

Art serves social Art serves social and political endsand political ends

Pablo Picasso’s “Guernica,” which has been described as “the highest achievement in modernist political painting” (Clark, 1997), is a symbolic indictment of man’s cruelty to man during the Spanish civil war.

Gass & Seiter’s viewGass & Seiter’s view

The proper study of The proper study of the “art of the “art of persuasion” should persuasion” should include art as a form include art as a form of persuasion.of persuasion.

Art satisfies the Art satisfies the major requirements major requirements for persuasion:for persuasion: IntentionalityIntentionality EffectsEffects Symbolic actionSymbolic action Free Free

choice/conscious choice/conscious awarenessawareness

Tracy Emin, “My Bed” postmodern feminist art

Controversial artControversial art

Art can create Art can create controversy, conflict, and controversy, conflict, and even violenceeven violence

The cover of the New The cover of the New Yorker depicted the Yorker depicted the Obamas as Muslim Obamas as Muslim extremistsextremists

Sean Delonis cartoon in Sean Delonis cartoon in the New York Post the New York Post carried racial undertonescarried racial undertones

More controversial artMore controversial art

Blessed Art Thou, by Kate Kretz

My Sweet Lord, byCosimo Cavallero

Napalm, by Banksy

Monument to Pro-Life: The Birth of Sean Preston, by Daniel Edward’s

Art shines a spotlight on Art shines a spotlight on societysociety

Van Thanh Rudd

Chris Ofili’s Virgin Mary

Daniel Edwards’ Octo Mom

Art as a political tool of Art as a political tool of governmentsgovernments

Greek friezes and frescoes Greek friezes and frescoes taught citizens moral taught citizens moral lessons involving Greek lessons involving Greek gods and Greek mythology. gods and Greek mythology.

The Catholic church The Catholic church commissioned thousands of commissioned thousands of works of art to promote works of art to promote CatholicismCatholicism

Politicized art: totalitarian Politicized art: totalitarian governments used art to governments used art to further the ends of the statefurther the ends of the state The doctrine of “Socialist The doctrine of “Socialist

realism”realism”

“Roses for Stalin”

dedicated members of the proletariat work happily during the industrial age

Chinese revolutionary artChinese revolutionary art

Under Mao, art’s Under Mao, art’s purpose was to purpose was to promote promote communist communist ideologyideology

Poster art deified Poster art deified Chairman MaoChairman Mao

Poster art Poster art promoted the promoted the ideals of the ideals of the cultural cultural revolutionrevolution

Art directed against Art directed against governmentsgovernments

Eugene Delacroix’s, “Liberty Eugene Delacroix’s, “Liberty Leading the People,”(1830) both Leading the People,”(1830) both endorses and romanticizes the endorses and romanticizes the French revolution.French revolution.

Picasso’s “Guernica” exposes the Picasso’s “Guernica” exposes the horrors of warhorrors of war

Diego Rivera’s murals depicted Diego Rivera’s murals depicted the subjugation of the peasant the subjugation of the peasant classclass

Edvuard Munch’s “The Scream” Edvuard Munch’s “The Scream” (1893) expresses a mixture of (1893) expresses a mixture of anxiety, fear and dread toward anxiety, fear and dread toward societysociety

Guerilla street artist “Banksy” uses Guerilla street artist “Banksy” uses stencils to offer social commentarystencils to offer social commentary

public art controversiespublic art controversies

Recent social Recent social controversies controversies demonstrate the demonstrate the persuasive potential of persuasive potential of artart A proposal to build a A proposal to build a

monument to the monument to the firefighters at ground zero firefighters at ground zero was scrapped after a feud was scrapped after a feud erupted over what race erupted over what race the firefighters should be.the firefighters should be.

Post 9-11: The Post 9-11: The “Falling “Falling Woman”Woman” statue was statue was displayed for only a few displayed for only a few daysdays

The “falling woman” statue, honoring those who jumped to their deaths from the twin towers on Sept. 11, generated so much public outcry that it was never put on display

Art with a social Art with a social conscienceconscience

Aschcroft Versus Lady JusticeAschcroft Versus Lady Justice John Ashcroft’s covered the bare breasts of John Ashcroft’s covered the bare breasts of

the Majesty of Justice (known as Minnie the Majesty of Justice (known as Minnie Lou) in the Great Hall of the Justice Lou) in the Great Hall of the Justice departmentdepartment

Aschroft said he wasn’t comfortable being Aschroft said he wasn’t comfortable being photographed at press conferences in front photographed at press conferences in front of the her large, aluminum breastsof the her large, aluminum breasts

The new, blue velvet drapes cost $8,000The new, blue velvet drapes cost $8,000

Dread Scott Tyler and the Dread Scott Tyler and the American FlagAmerican Flag A Republican led group filed a lawsuit to A Republican led group filed a lawsuit to

ban Dread Scott Tyler’s display, “What is ban Dread Scott Tyler’s display, “What is the Proper Way to Display the U.S. Flag?”the Proper Way to Display the U.S. Flag?”

The Judge dismissed the suit reminding the The Judge dismissed the suit reminding the court works of art are protected under the court works of art are protected under the First Amendment. First Amendment.

Three boobs in this picture?

Tyler’s “What is the Proper way to Display the American Flag” on display at the School of The Art Institute of Chicago

Art as a form of Art as a form of consciousness raisingconsciousness raising

The Social and Public Art Resource Center (SPARC) The Social and Public Art Resource Center (SPARC) uses mural to address community issues, foster cross-uses mural to address community issues, foster cross-cultural understanding, and promote civic dialoguecultural understanding, and promote civic dialogue

Art as an instrument for Art as an instrument for social changesocial change

““Art has long been a powerful weapon in the Art has long been a powerful weapon in the activist's arsenal.” (Fred Baerkircher) activist's arsenal.” (Fred Baerkircher)

Artists use art to critique society and promote Artists use art to critique society and promote social changesocial change

Artists use art to engage the public and Artists use art to engage the public and increase public awareness of social issuesincrease public awareness of social issues

Activists who belong Activists who belong to the “Art and to the “Art and revolution project” revolution project” protest multinational protest multinational corporations and the corporations and the WTO through WTO through performance artperformance art

The Guerilla Girls seek to change the The Guerilla Girls seek to change the patriarchal nature of the art worldpatriarchal nature of the art world

Participation through Participation through interpretationinterpretation

Participation through Participation through interpretationinterpretation observers reflect on what an observers reflect on what an

exhibit means or what the artist is exhibit means or what the artist is trying to say. trying to say.

In their effort to understand the In their effort to understand the exhibit viewers engage in active exhibit viewers engage in active thinking or central processingthinking or central processing

Active participation (increasing Active participation (increasing involvement)involvement) observers don’t just observeobservers don’t just observe they become part of the artthey become part of the art Peggy Diggs “Domestic Violence Peggy Diggs “Domestic Violence

Milk Carton Project”Milk Carton Project”Barbara Donachy, “Amber Waves of Grain”

Suzanne Lacy, “Three weeks in May” (1977)

Participatory artParticipatory art

Shoot an Iraqi: Wafaa Shoot an Iraqi: Wafaa Bilal lived in a room for Bilal lived in a room for 30 while Web viewers 30 while Web viewers were allowed to shoot were allowed to shoot him via a remote-him via a remote-controlled paint gun.controlled paint gun.

Over 60,000 shots were Over 60,000 shots were fired by people from over fired by people from over 100 countries.100 countries.

Art as consciousness Art as consciousness raising--continuedraising--continued

The AIDS memorial quilt, The AIDS memorial quilt, a.k.a. the NAMES projecta.k.a. the NAMES project the largest community art the largest community art

project in the worldproject in the world hand-sewn folk art panels hand-sewn folk art panels

commemorate those who commemorate those who have died of AIDShave died of AIDS

the quilt is designed to the quilt is designed to increase awareness and increase awareness and decrease homophobiadecrease homophobia

each panel puts a human face each panel puts a human face on the grim statisticson the grim statistics

traveling exhibits take the quilt traveling exhibits take the quilt to the peopleto the people

“There was hope we could beat the disease by using the quilt as a symbol of solidarity, of family and community; there was hope that we could make a movement that would welcome people—men and women, gay and straight, of every age, race, faith, and background” (Cleve Jones, co-

founder of the NAMES project).

How art persuades--How art persuades--iconicityiconicity

Images stand for and resemble Images stand for and resemble the things they representthe things they represent

Images can sum up a concept:Images can sum up a concept: the “trash can” icon in Windows, the “trash can” icon in Windows,

female and male silhouettes on a female and male silhouettes on a restroom doorrestroom door

Paintings of portraits, Paintings of portraits, landscapes, and still life are landscapes, and still life are iconic representations of iconic representations of people, places, and thingspeople, places, and things

Assorted icons

The bald eagle as an icon for America

An icon for ignoring a problem

Iconicity--continuedIconicity--continued

Iconic art needn’t be Iconic art needn’t be accurate, objectiveaccurate, objective

Iconic art can glamorize, Iconic art can glamorize, romanticize, stereotype, romanticize, stereotype, vilifyvilify Example: political caricaturesExample: political caricatures Example: paintings of the Example: paintings of the

crucifixion or the last suppercrucifixion or the last supper Example: Medieval paintings Example: Medieval paintings

as allegoriesas allegories Icons can evoke emotional Icons can evoke emotional

responses in receiversresponses in receivers

iconicity in political iconicity in political cartoonscartoons

Pinocchio’s long Pinocchio’s long nose is an iconic nose is an iconic representation lf representation lf lyinglying

Depicting a Depicting a politician with a politician with a long nose makes long nose makes the visual claim the visual claim that the politician that the politician is a liar.is a liar.

Appropriating corporate Appropriating corporate iconsicons

Health Gap is an activist group Health Gap is an activist group seeking increased awareness seeking increased awareness and funding for HIV/AIDS in and funding for HIV/AIDS in AfricaAfrica Coca Cola is the largest private Coca Cola is the largest private

sector employer in Africa, but sector employer in Africa, but only 1.5% of Coke’s workers are only 1.5% of Coke’s workers are eligible for HIV/AIDS drugseligible for HIV/AIDS drugs

Controversial art transforms a Controversial art transforms a passive viewer into an active passive viewer into an active thinkerthinker may increase central processingmay increase central processing may trigger cognitive dissonancemay trigger cognitive dissonance

Indexicality in Goya’s artIndexicality in Goya’s art

• Goya’s, “The Third May” Goya’s, “The Third May” (1808) depicts Spanish (1808) depicts Spanish partisans, arms partisans, arms outstretched, being outstretched, being ruthlessly gunned down ruthlessly gunned down by Napoleon's troopsby Napoleon's troops

• Notice: the painting Notice: the painting offers visual “proof” that offers visual “proof” that the atrocity took place.the atrocity took place.

Indexicality--continuedIndexicality--continued

The documentary aspect The documentary aspect of images can be of images can be misleadingmisleading Art can serve up Art can serve up

inaccurate records of inaccurate records of eventsevents

Greek sculptures Greek sculptures idealized the human bodyidealized the human body

Photographs can be Photographs can be airbrushed or digitally airbrushed or digitally alteredaltered

When Time magazine reproduced O.J. Simpson’s picture on its cover, the image was darkened to make him appear more sinister and menacing

The Cottingly Fairies: In 1916 Frances Griffiths and Elsie Wright, perpetrated a hoax involving photos taken with fairies.

The camera always lies: the The camera always lies: the myth of photographic myth of photographic objectivityobjectivity

April 2, 2003: Brian Walski, a photographer for the L.A. April 2, 2003: Brian Walski, a photographer for the L.A. Times, digitally “doctored” a photograph of a British Times, digitally “doctored” a photograph of a British soldier guarding civilians. The photo was published on soldier guarding civilians. The photo was published on the front page of the L.A. Timesthe front page of the L.A. Times

The photo, shown below, is actually a composite of the The photo, shown below, is actually a composite of the two separate photos on the right.two separate photos on the right.

Walski was fired because "Walski was fired because "TimesTimes policy forbids altering policy forbids altering the content of news photographs."the content of news photographs."

The camera always liesThe camera always lies

More digital editingMore digital editing

You can’t trust what you You can’t trust what you can see…can see…

In the digital age, images are In the digital age, images are malleable, changeable, fluid. In malleable, changeable, fluid. In movies, advertisements, TV shows, movies, advertisements, TV shows, magazines, we are constantly magazines, we are constantly exposed to images created or altered exposed to images created or altered by computers. by computers.

““photography is highly interpretive, photography is highly interpretive, ambiguous, culturally specific, and ambiguous, culturally specific, and heavily dependent upon heavily dependent upon contextualization by text and layout.“contextualization by text and layout.“

Fred Ritchin, Fred Ritchin, In Our Own In Our Own Image: The Coming Revolution Image: The Coming Revolution in Photographyin Photography, New York: , New York: Aperture, 1990, 81. Aperture, 1990, 81.

Soon after 9/11, a camera was “found” on the sidewalk that happened to survive the collapse of the Twin Towers. When the film was developed, it revealed a tourist in the wrong place at the wrong time. The picture is a fake.

How art persuades—How art persuades—syntactic indeterminacysyntactic indeterminacy

Images, unlike language, Images, unlike language, lack logical operatorslack logical operators

Images can’t convey:Images can’t convey: cause-effect relationshipscause-effect relationships if-then relationshipsif-then relationships either-or relationshipseither-or relationships

Images can conveyImages can convey spatial relationships: higher, spatial relationships: higher,

lower, bigger, smallerlower, bigger, smaller chronological relationships: chronological relationships:

before, after, the passage of before, after, the passage of timetime

analogies or comparisonsanalogies or comparisons

Joe Rosenthal’s photo of Iwo Jima, 1945

Tom Franklin’s photo of Ground zero, Sept. 11, 2001

But syntactic indeterminacy But syntactic indeterminacy can be an advantagecan be an advantage

Images can equate one Images can equate one thing with another via thing with another via associationsassociations

The associations may be The associations may be subtle or obvioussubtle or obvious

syntactic indeterminacy--syntactic indeterminacy--continuedcontinued

Images as narratives: panels from Diego Rivera’s “History of Mexico,” 1929-35 tell Images as narratives: panels from Diego Rivera’s “History of Mexico,” 1929-35 tell a story about the ongoing conquest and subjugation of the peasantsa story about the ongoing conquest and subjugation of the peasants

In conclusionIn conclusion

Art can be controversialArt can be controversial It can challenge the existing social It can challenge the existing social

order.order. It can make people angry. It can It can make people angry. It can

offend.offend. It can heighten people’s awareness.It can heighten people’s awareness. It can make people question their It can make people question their

assumptions. It can change the way assumptions. It can change the way they see things.they see things.

It can make them reconsider their It can make them reconsider their assumptions. assumptions.

In so doing, art persuades.In so doing, art persuades.