RAE Thesis

Nadav Rindler

Writing 1

4/16/08

Researched Analysis Essay

Redefining Che Guevara: The Transformation of His Image and Message

The iconic and widely-recognizable image of Che Guevara dates back to a photograph taken by Alberto Korda on March 5, 1960. Virtually unknown until Che’s death in 1968, the picture was first published in 1967 in Italy. Designed by artist James Fitzpatrick into the famous screenprint, the image was rapidly disseminated in a wave of student protests in Europe in 1968. It has since “become associated with every site of struggle from Soweto to the Seattle protests against the World Trade Organisation” (Galloway). Che was at once either a martyr or a terrorist; his image stood as a symbol for protest and the struggle against imperialism, but also as pro-Communist and anti-American.

Now, forty years after Che’s death, his image has been utilized by social and political groups for a variety of (often contradictory) purposes. Radical leftist movements such as the Zapatistas and FARC continue to use it as an ideological pillar and as a figurehead of revolution, even as conservative elements such as the Church have also appropriated Che’s image for an entirely different purpose. The Zapatista Liberation Army has adopted Che’s ideals and answered his call to revolution. Their dynamic leader, Subcomandante Marcos, has modeled his own image and message in Che’s style, often drawing comparisons between himself and the revolutionary. Perhaps the most fascinating use of Che’s image has been by the Church, which stood directly in opposition of Che’s secular communist convictions.In a 1999 Easter campaign, the Anglican Church of England controversially placed Jesus’ face onto Che’s picture. In place of a beret, Jesus wears a crown of thorns, while the caption below reads “Meek. Mild. As If.” The Church, in an attempt to increase attendance among a younger crowd, revitalized Jesus’ image as a Che-like revolutionary.

Much academic discourse on Che’s image concerns the commercialization of his image and the deconstruction of his message by the American media. Rather than discuss instances where Che’s image is separated from its message, I will explore the role of Che’s image in the transformation of his message in specific contexts. As mentioned above, both Subcomandante Marcos and Jesus have been compared to Che. Within these two contexts, opposing social and political actors inherently alter Che’s message through the intentional manipulation of his image. This process of transforming Che’s message is undertaken by utilizing symbols within images that are shared between Che and Marcos, or between Che and Jesus. Ultimately, examining Che’s image depicts the larger role of images in creating, remembering, and altering heroes by society.

RAE Outline

This is a work in progress!! The final product may look much different. Also, I’m not sure how long this will turn into on paper. I would like to add another part, contrasting the use by the media with street art, but only if it would enhance my argument and fit in the page limit.

RAE Outline

1. Introduction

a. Background on Che

b. History of Korda’s photograph

c. The many adaptations that affect the image’s meaning in different rhetorical situations

2. Thesis

a. Che’s image is a vital component of his message

b. His image is appropriated by a variety of (often contradictory) social and political groups

c. These groups manipulate the image and thereby manipulate Che’s message

d. This process of appropriation and manipulation plays into a larger aspect of how society creates and alters its heroes/saints/martyrs

3. Che and Jesus

a. Background

i. Historical connections between the two

ii. Anglican Church campaign

1. Appropriation by a conservative group

2. Place Jesus’ face on Che’s image

b. Role of the image: shared symbols

i. Crown of thorns

ii. Star

iii. Light

iv. Death

c. How does it alter Che’s message?

i. Pacification of Che

ii. Image as a religious relic

iii. Jesus is a revolutionary; Che is deified

4. Che and Comandante Marcos

a. Background

i. History of Zapatistas

ii. Zapastista Rebellion

1. Appropriation by a leftist group

iii. Role of the image

1. Use of Che as a flag of the revolution

2. Adoption of Che’s ideals

3. Comparison between Che and Marcos- shared symbols

a. Use of the star as a symbol of the Zapatistas- star on Che’s beret

b. Colors- black and red

c. Cigar

d. Military cap

e. Eyes- emphasized by mask

f. Anomalies: Marcos’ mask

4. How does it alter Che’s message?

a. Militarization of Che

b. Flag of revolution

c. Links EZLN and Marcos to Che’s myth and legacy

Notice and Focus

Notice and Focus- Che Guevara

1. Expression

a. Serious
b. Concerned
c. Intense
d. Fierce
e. Transfixed
f. Aloof

2. Distant gaze
3. Contrast of light and shadow, black and white
4. Nostrils flared
5. halo created by hair and beret around his face
6. rugged appearance- beard and long shaggy hair
7. upright posture
8. leather jacket w/popped collar

Interesting: I found Che’s gaze interesting, in that it seems to transcend the photo and become timeless.

Strange: I found it strange that in a way Che looks similar to images of Jesus, with their long hair and beards, and the beret replacing the crown of thorns. In fact, there is an adaptation of Jesus as Che (see below).

Revealing: It’s revealing how Che’s facial expression can be interpreted in so many ways depending on the person viewing it, the biases they may have, or any preconceived notions of Che.

Significant: I found it significant that the black and white of the photo only adds to its striking appearance, contrasting the light and dark and emphasizing the shadows on Che’s face.

Research Analysis Essay’s Research

I am analyzing the proliferation and adaptations of the photo, as well as its use in the media and popular culture. I want to analyze the image’s cultural impact and meaning, and how this may have developed over time.

As for which adaptations I wish to analyze, I will obviously include Korda’s original photograph. I will also include Jim Fitzpatrick’s adaptations that initially sparked the dissemination of Che’s image and its use in popular culture. I may include Andy Warhol’s colorful rendition. Finally, I want to assess the use of Che’s image both on the ground level (graffiti, use as a political and revolutionary image in Latin America), as well as by the mass media (t-shirts, commercial products, posters, mass appeal).

 

Pictures below: 1- Fitzpatrick’s original adaptation. 2- Fitzpatrick’s “psychedelic Che” poster. 3 & 4- Che graffiti. 5- Che T-shirt. 6- Che cigarettes.

 

 

Visual Analysis Summary

My essay analyzes a Geek Squad advertisement.  The focus of the visual analysis I essay is to explore the ad’s key implicit messages and its cultural references.  The explicit message of the ad is of course to call Geek Squad for any and all technological mishaps.  However, the ad’s implicit message is more complex.  Geek Squad implies through the ad’s hyperbolic language essentially the message that computers are complicated; possibly even maliciously so.  The prolific simile that compares technology to giant creatures drives the implicit message into consumers, in that it inflates its complexity.  Instead of hooking up a few wires, Geek Squad “agents” are literally taking on a mammoth task.  The targeted market of the ad is most prominently computer owners, the affluent sectors of society.  Within this market, Geek Squad looks to your Average Joe computer user, not the real computer geeks.  The ad’s location, appearing in Rolling Stone magazine, tells us that there is a younger component of the company’s customer base, possibly young professionals who do not have the time or patience to set up their own wireless networks.  Finally, why did Geek Squad market its product in this method?  The ad’s humor is certainly eye-catching, and the hyperbolic diction keeps readers on the ad long enough to get to the implicit message.

The Method

Magazine Ad: Geek Squad, from Rolling Stone Magazine, 10 Jan 08

The Method

Repetitions:

• “wireless awareness” cord (2)
• Wireless (3)
• Laptop (2)
• Tentacles (2)
• Robo- or robotic (2)
• Giant (3)

Strands:

• Home/house/couch
• Octopus/tentacles/creature/sea beast
• Robotic/digital
• Sharing/recording/printing

Binary Oppositions

• Robo/octopus
• Invisible/tentacles
• Robotic/sea beast
• Brief/conversation
• Digital/creature
• Laptop/all-knowing

The most telling binary opposition in the Geek Squad advertisement is a repeated, hyperbolic simile that compares technology to some sort of enormous, robotic behemoth that they promise to tame.  A wireless network is compared to a “giant robo-octopus” with “invisible tentacles.”  Along the same vein, a laptop is a “digital creature” akin to a “giant robotic sea beast.”  Why would Geek Squad use such exaggerations?  They come across not as knowledgeable computer technicians, but rather as a cross between Captain Ahab and Crocodile Dundee.  However, the use of unchecked overstatement has a purpose.  At some level it is meant to scare your Average Joe computer user.  Small technical problems are now acts of the robo-octopus’ giant tentacles, solvable only by a hero astride a black-and-white VW Beetle.  Along with embellishing the maliciousness of technology, Geek Squad makes big promises.  Customers will have an “all-knowing” laptop that will obey their every command, promising to keep them in “awe.”  It’s not that Geek Squad wants you to become a Luddite to escape the Godzilla of your wireless internet; they want to rescue you from the perils of your own ignorance.  The ad’s picture shows this to be true: the Prince rescues Rapunzel in her brick prison, while keeping a watchful eye to guard against her wireless network.

Brainstorm2: Cultural Texts

Another option for analyzing a cultural texts would be through film. Of course my interests would lie not with the average Hollywood blockbuster, but with less mainstream movies, such as cult classics. I haven’t decided yet what movie to work with, but some of my ideas include:

Monty Python, Fight Club, American History X, This is England, Office Space, Leon the Professional, Green Street Hooligans

Admittedly, the list of movies vary considerably. However, they all challenge conventional notions of society, through satire or drama. I need more research in order to determine how I want to go about analyzing a film.

Brainstorm: Cultural Texts

The first idea for a cultural text is one I have always been fascinated by- the iconic image of Che Guevara. The two pictures are adaptations of Alberto Korda’s photograph of Che taken in 1960. The colorful picture on the right is Andy Warhol’s pop art image of Che. I want to analyze the cultural significance of Che’s image, and how it changed from a message of communism, violent revolution, and martyrdom to a chic, 60′s era symbol of rebellion.

A recommendation

I highly recommend the movie “Leon the Professional.”  The film is dark, giving the audience a view into the life of Italian hitman Leon (played by Jean Reno) who lives in New York City.  Leon has no friends or family, save for his plant.  He is emotionless, yet innocent.  The movie centers around the odd couple of Leon and his twelve year old neighbor Matilda, played by a very young Natalie Portman.

Matilda lives next door to Leon with her family.  When her father’s drug deal goes sour, crooked DEA agents kill Matilda’s family.  Leon takes her in, and teaches Matilda the profession of “cleaning.”  Matilda takes this newfound knowledge and marches into the DEA office intending to kill the crooked agent who murdered her father.  Her plan backfires, and Leon must save her.

What makes “The Professional” an enduring classic is the complexity of Matilda and Leon, and their odd yet comfortable partnership.  Although the film is often classified as an action movie, its focus is not on the violent aspects of Leon’s profession.  The movie is at its best when depicting Leon’s quirks- his obsession with milk, sleeping with one eye open, and his emphasis on detail and order that borders the compulsive.

“The Professional” is a must see.  The film contains realistic characters, a unique relationship, and a thrilling finale as Leon must rescue Matilda.