Visual semiotics of the Armenian revolution: Things and symbols

Abstract

The purpose of the article is to reveal the formation of symbolic meanings/ signs/codes in the visual representations of political transformations on the material of the Velvet revolution visual images in Armenia in 2018. Revolution, like any change in the socio-political paradigm inevitably leads to a metonymy, a substitution of the old, hackneyed images, sociocodes for a new ones. The revolution of 2018 in Armenia, if not by novelty, then by the number of newly formed signs/codes, is highly comparable with the classical revolutions of the past. During the revolution, the leaders and ordinary members have shown amazing creativity in the design and memoization of new visual images playing up the hidden symbolic signs, beards, clothes, accessories, etc. The revolution is carried out by extraordinary individuals who are able, among other things, to rise above everyday clichés and stereotypes. Therefore, in an era of revolutionary change, the role of nonverbal social impact is increasing dramatically. Not possessing the power of the State's propaganda machines, resources and power, revolutionaries are forced to use a variety of techniques, showing flexibility, resourcefulness and revolutionary pressure. However, the role of nonverbal social interaction becomes crucial in conditions of rapidly changing realities of postmodern network society. The driving force behind any revolution is the youth, with whom it is necessary to speak in its language, avoiding instructive tone and tiring narrative with streamlined formulations and lack of meaning. Much more effective and intelligible clear and scathing slogans in the spirit of assertive and expressive “ROST Windows”. In Armenia, the slogan was: “take a step...” - a slogan of multiple use, “charged”, each time depending on the changing political situation, like a gun, new goals and objectives. The material world of the revolution turned out to be just as “speaking” and convincing. During the revolutionary events of 2018, ideologies acquired physicality, which made them look very convincing, at least more convincing than the speculative moral teaching categories produced by the Dashnak-Republican's propaganda machine. Revolution events in Armenia developed with rapid speed, so that sometimes it was impossible to keep track of the kaleidoscope of events and especially to comprehend them. And then the images and signs have joined in the struggle that have an impact on the subcortex, “especially imprinted” in it like the commercials or banners. At the same time, the main principle of building visual images of The Armenian revolution was a short format, always more effective than unreasonably prolonged moralizing resonance. Unconvincing advertising is anti-advertising, unconvincing propaganda is anti-propaganda.