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Semiotics of Che Guevara
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Alberto Korda's famous photograph of Che Guevara has become known as "Guerrillero Heroico". The popularized (cropped and slightly rotated) version has been reproduced 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 show how an image can become a global cultural force, producing mass action in varied global political circumstances. Analytically, the book develops a comparative analysis of how images are 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, pragmatics, multimodal discourse analysis, ethnography and phenomenology and shows how each method has something to offer toward the understanding of the power of images in our global culture.
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