For the purpose of the media analysis, one of the most iconic images or photographs in the history of world civilization has been chosen. The original photograph was taken by Alberto Korda on March 5, 1960, at the memorial service of the victims of an explosion. It came in the public domain soon after it was taken by the photographer. The picture titled, “Guerrillero Heroico” is that of the iconic revolutionary figure, Che Guevara, who can also be deemed as one of most famous persons in the history of the human society. The particular image in context is an amalgamation of photography and subsequent interpolation in the form of editing the background with color. While the image was quite popular when it was taken, it is now the most reproduced photograph ever. “Che was a communist; as such he believed that work was an essential aspect of our humanity.” (Holst 2009) This image in context can be described to be the embodiment of an ideology or an ideal through the human figure of Che Guevara who was surely one of the greatest visionaries and revolutionaries the human society has ever seen.
It needs to be noted that even after being an old picture it receives immense attention and importance even today. “If Che Guevara was nothing more than a historic figure albeit a significant one he would have faded slowly from our memory.” (McCormick 1998) The sheer popularity of this image can be seen as a testimony to the mass acceptance and inspirational nature of Che Guevara. Ernesto Che Guevara “seems to be just as popular as he was when he was 36.” (Sheilah Kast, Cultural icon Che Guevara, para 1) It is truly intriguing to find how this image has been spread over so many mediums of communication over the years. “He still stands as a symbol of the revolution’s original vision, undiminished by the banal reality of what it has become.” (McCormick 1998) From being a journalistic photograph, this image has went on to become the most famous image of Che Guevara over the years and has been published online on the Internet, in films, in documentaries and newspapers, and so on. A famous film, Motorcycle Diaries, was made on the life of Guevara portraying his transformation as a communist. The film contributed to his further popularization in the modern world. His spirit and adventurous nature went on to relate to the audience. “Ernesto “Che” Guevara identified with a community, the community of the oppressed.” (Martinez-Saenz 2004) The interpolation of the red background of this image adds to the ideological message of this picture. It portrays the omnipotence of Che Guevara as the vanguard of the proletariat and representative of Communism in the modern day world.
It has to be reckoned that the message that is disseminated through this image of Che Guevara has a global appeal. It has transcended the nation or regional boundaries to appeal to the masses from all corners of the world. In a world where consumerism, materialist culture and capitalism have come to exercise omnipotence, the image serves as the reminder of an alternative ideology and economy that dares to challenge capitalism from its very roots. “Martyrs are tangible cultural resources, drawn upon when ‘people may need a symbolic object to define, explain, or galvanize a course of action’ (Schudson, 1989: 156), assisting the public comprehension of collective and social memories around cultural objects and practices. Their deaths and legacies call for social action, militarism, or nationalist identity.” (DeSoucey et.al. 2008) He remains popular for “his ability to capture the imagination of millions of people at various times of social and political unrest.” (Hardt et.al. 1998) Nonetheless, it has to be noted that this media message has also come to be used by the popular culture of the present era as a mode of commercial profit.
Initially, this picture had no commercial value or even aim of getting commercialized. However, as it went on to get so much popularized over time. The image was catapulted to be the epitome of revolution against capitalist hegemony and consumer culture. This photograph works as a “memory to keep Che’s message from dying with him” and thus works to reawaken “Che’s revolutionary ideals.” (Varas & Collins 2014) But, consumer products started using the image on commodities so as to gain profit banking on the cross-cultural popularity of the image. In spite of this attempt by consumerism to subvert the very meaning for which the image stands, the transcendence of the ideological marker communicated via this photograph has not been undermined. (Larson & Lizardo 2007) “Iconic images are objects of memory, widely distributed and commodified in their reproduction, yet able to sustain symbolic meaning.” (Varas & Collins 2014) So, it would be correct to say that the idea of Communism against capitalist culture is being spread worldwide via mass media and commercialization. No political figure has found so much universal acceptance ever like Che Guevara.
The enigmatic and popular revolutionary figure has come to work as inspiration for innumerable people through this particular media message and would definitely continue to be so in the future as well. Although martyrs are taken to be posthumous charismatic personalities, they might not be popular and charismatic during their life. (DeSoucey et.al. 2008) But, Che Guevara was already very popular during his life, and his popularity only got enhanced after his martyrdom. “Che’s ideas and example of socialist internationalism, will survive as long as “there are oppressed and oppressors, social injustice and imperialist domination”.” (Harris 2009)
It would be correct to conclude that the media message in context is immensely popular even today even after being a historic image, and has rather found new interpretation getting transcended across various mediums. The message disseminated through this image has its ideological significance and has now reached out to the entire world with all its iconicity. In spite of the attempts of commoditization of the image, it retains its inspirational and ideological significance among the people of the society. The ideological significance of the image transcends its other aspects in the present day scenario. “His spirit lives on in the minds of people all over the world, and his revolutionary myth has grown.” (Harris 1998) Thus, the image is surely among the most well-known media messages in the world while interpolations have only added to its popularity and significance.
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