VISUAL (IL)LITERACY OF POLITICAL PARTIES IN CROATIA

In this paper the author evaluates the level of visual literacy of Croatian politicians. Her evaluation is based on the analysis of visual material used by political parties in the pre-electoral campaign late in 2007. Assisted by students at the Academy of Visual Arts as politically independent visual experts/evaluators, she examines the visual quality of the political message, its symbolic and communicational, as well as aesthetic and ethical value, taking the examples of posters, advertisements, spot commercials and other products. Research results point to the conclusion that our political public recognizes the power of images mainly in the context of present-day visually oriented society, and that it attempts to use visual effects in communication with potential voters in order to influence their opinions. Unfortunately, the level of such communication is very low, and mostly boils down to negative comparative advertising, which, as proven in other countries, is counterproductive, because it fosters mistrust and doubt of the public regarding the politicians' opportunities and ability to solve social problems. The visual rhetoric in politics requires an art of discourse that has a specific effect on its target group, and this in turn presupposes a high level of visual literacy of both the politicians themselves and the professionals they rely upon.