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THE RHETORIC OF POWER IN IMAGES OF WORLD LEADERS

THE RHETORIC OF POWER IN IMAGES OF WORLD LEADERS. Dr. A.W.M. (Willem) Koetsenruijter Leiden University, the Netherlands Dept. Journalism & New Media koets@wxs.nl. … carefully composed and chosen to communicate specific ideas about leadership and power. Image management.

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THE RHETORIC OF POWER IN IMAGES OF WORLD LEADERS

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  1. THE RHETORIC OF POWERIN IMAGESOF WORLD LEADERS Dr. A.W.M. (Willem) Koetsenruijter Leiden University, the Netherlands Dept. Journalism & New Media koets@wxs.nl

  2. … carefully composed and chosen to communicate specific ideas about leadership and power Image management

  3. Hofstede’s theory on cultural values Four dimensions • individualism – collectivism • uncertainty avoidance • power distance • masculinity – femininity

  4. GENERAL Outline RESEARCH QUESTION By what Rhetorical Means is Power established in Media Portraits of Political Leaders? THEORY Power Distance (Hofstede), Social Distance Theory (Hall, Bogardus), Semiotics (Kress & Van Leeuwen), Rhetoric.

  5. Social Distance “the lack of availability and relational openness – of variable intensity – of a subject in regard to others, perceived and acknowledged as different on the basis of their inclusion in a social category. It is the result of the dynamic interaction of factors situated on three different dimensions of space: physical, symbolic and geometrical. (Cesareo, 2007, p11)

  6. SIX Variables NoC: Nature of Candidate PoV: Point of View FEx: Facial Expression ImA: Image Act INt: Interaction PDi: PhysicalDistance

  7. Nature of candidate PSD small • Family type • Outdoor type • Father- mother type • Glad toseeyou • Relaxed leader • Dynamic Speaker • Media star • Stressed leader • Promised leader PSD big

  8. NATURE OF CANDIDate Family type: socialdistance = low

  9. NATURE OF CANDIDate Outdoor type

  10. NATURE OF CANDIDate Father / mother type

  11. NATURE OF CANDIDate Glad to C you

  12. NATURE OF CANDIDate Relaxed leader

  13. NATURE OF CANDIDate Dynamical Speaker: socialdistance = higher

  14. NATURE OF CANDIDate Media Star

  15. NATURE OF CANDIDate Stressed leader

  16. NATURE OF CANDIDate Promised leader: socialdistance = high

  17. POINT OF VIEW PSD small PSD big • Camera equals point of view • Camera higher than point of view • Camera lower than point of view

  18. POINT OF VIEW: Equal, social distance = low

  19. POINT OF VIEW: High: social distance high

  20. POINT OF VIEW: Low: social distance high

  21. PHYSICAL DISTANCE PSD small PSD big • Intimate • Close personal • Far personal • Close social • Far social • Public

  22. DISTANCE: intimate, social distance = low

  23. DISTANCE: close personal, social distance = low

  24. DISTANCE: far personal

  25. DISTANCE: close social

  26. DISTANCE: far social

  27. DISTANCE: public, social distance = high

  28. POINT OF VIEW PSD small PSD big • Camera equals point of view • Camera higherthan point of view • Camera lowerthan point of view Value perceivedsocialdistance (PSD) = 1 / (n of possiblevalues) = 0,33 1 = 0,33 2 = 0,66 3 = 0,99

  29. PHYSICAL DISTANCE PSD small PSD big • Intimate • Close personal • Far personal • Close social • Far social • Public Value perceivedphysicaldistance (PPD) = 1 / (n of possiblevalues) = 0,167 1 = 0,167 4 = 0,67 2 = 0,33 5 = 0,85 3 = 0,83 6 = 0,99

  30. SIX Variables The six variables form a compound scale to measure Perceived Social Distance (PSD): (NOC + POV + INT + DIST + FAC + IMA) = PSD Scale’s homogenity Cronbach’s Alpha = 0.65. Inter coder reliability on the separate variables Krippendorff’s alpha >0.8

  31. Hypotheses H1: The use of rhetorical means can be explained from a model based on increasing or decreasing Social Distance. H2:Social Distance is closely connected to Power Distance. H3: Photographs show a difference in Social Distance in photographs from leaders from a High Power Distance Country and a Low Power Distance Country.

  32. Google Images as a Collection stereotypes

  33. Google Images as a Collection stereotypes

  34. 600 photographs Content analysis on a random sample from 600 Google Images 300 x Obama and 300 x Khadaffi United States = Low Power Distance country, Hofstede’s index .40 Libya = High Power Distance Country, Hofstede’s index .80

  35. RESULTS *Sig t = < .01

  36. RESULTS The compound scale: Obama = PSD = 2,5 Khadaffi = PSD = 3,7* *(t = 24,7 / p <.001; r = .86)

  37. results H1: The use of rhetorical means can be explained from a model based on increasing or decreasing Social Distance. -> Confirmed! All differences on the scale were significant and pointed in the same direction. H2: Social Distance is closely connected to Power Distance. -> Confirmed! High power distance is connected with high social distance. H3: Photographs show a difference in Social Distance in photographs from leaders from a High Power Distance Country and a Low Power Distance Country. -> Confirmed! Pictures from US President Obama scored significantly lower in social distance than pictures from the Libyan leader Khadaffi.

  38. Discussion - How good a sample is Google Images? Can the research be replicated with other photo data banks? (Getty, Press Photo agencies, etc.) - Can we replicate this research with photographs from photographers from specific low and high power distance countries? (search أوباما, Обаму, or オバマ) - Can we replicate this research with other leaders. (Obama and Khadaffi were extremes.) - Can the scale be used as a predictive tool? Can we produce photographs with a predicted social distance?

  39. QUESTIONS?

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