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The Semiotics of Che Guevara: Affective Gateways

Dec 15

ChRIS CLÉiRIGhbook publication, mode and modalities No Comments

Title: The Semiotics of Che Guevara
Subtitle: Affective Gateways
Series Title: Bloomsbury Advances in Semiotics

Publication Year: 2014
Publisher: Bloomsbury Publishing (formerly The Continuum International Publishing Group)
http://www.bloomsbury.com/uk/

Book URL: bloomsbury.com/uk/the-semiotics-of-che-guevara-9781472505231/

Author: Maria-Carolina Cambre

Electronic: ISBN:  9781472505293 Pages: 256 Price: U.K. £ 74.99
Electronic: ISBN:  9781472512222 Pages: 256 Price: U.K. £ 74.99
Hardback: ISBN:  9781472505231 Pages: 240 Price: U.K. £ 75.00

Abstract:

Alberto Korda’s famous photograph of Che Guevara titled the “Guerrillero Heroico” has been reproduced, modified and remixed countless times since it was taken on March 5, 1960, in Havana, Cuba.

This book looks again at this well-known mass-produced image to explore how an image can take on cultural force in diverse parts of the globe and legitimate varying positions and mass action in unexpected global political contexts.

Analytically, the book develops a comparative analysis of how images become attached to a range of meanings that are absolutely inseparable from their contexts of use. Addressing the need for a fluid and responsive approach to the study of visual meaning-making, this book relies on multiple methodologies such as semiotics, research-creation, multimodal discourse analysis, ethnography and phenomenology and shows how each method has something to offer toward the understanding of the social and cultural work of images in our globally oriented cultures.