The photographic language in the @mcboalcaldia account: an analysis from visual rhetoric and aesthetic categories

• Deris Cruzco González Universidad del Zulia

Keywords: Photography, codes, rhetoric figures

Abstract

The objective of this work is to analyze the use of photographic language in the Instagram account of the Maracaibo mayor's office. Based on the postulates of Erausquín (1995), Barthes (1986, 1989) and Vílches (1987, 1999), a total of 252 photographs were analyzed from a quali-quantitative methodology that broke down the codes, rhetorical strategies and aesthetic categories present in the images. It is concluded that the images tend to reinforce the ethos of the mayor as a protective leader, through the emphasis on the gestural code and metonymy as a rhetorical figure. However, there are technical accidents that limit the communicative capacity of the images that make visible the functions of the mayor's office of Maracaibo

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