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DESIGNING DEVOTION: THE VISUAL MECHANISMS USED TO BUILD A PERSONALITY CULT RUEHL MULLER 211167797 Supervisor: Bruce Cadle Submitted in fulfilment of the requirements for Degree Master of Technology Graphic Design November 2017 i Declaration I, Ruehl Muller, hereby declare that this dissertation is my own work and that it has not been submitted for assessment or completion of any postgraduate qualification to another university, or for any other qualification. Ruehl Muller November 2017 i Abstract This study develops a model that aims to prove that, regardless of socio- political system, where a cult of personality exists, the mechanisms that are used to construct it and to maintain it, from a visual communication perspective, exhibit a methodological sameness. Drawing on Collins’ (2004) theory of emotional energy and interaction rituals, and Márquez’s (2013; 2017) application of said theory as an explanation of the personality cult phenomenon, the model seeks to identify, with regard to affective- emotional constructions, what is required from leader-based foci to initiate this process. To achieve this, artefacts (visual representations) of Kim Jong- il, Ayatollah Khomeini, King Mswati III, and Saparmurat Niyazov and Gurbanguly Berdimuhamedow were collated from within North Korea, Iran, Swaziland and Turkmenistan respectively. Analyses of both the design and semiotic components of the artefacts were conducted and the findings used to develop the model. The model was tested through four unique case studies of personality cults not affiliated with its construction. Keywords: personality cults, social design, political design, social and political agency, propaganda, affective sciences, visual communication, Kim Jong-il, King Mswati III, Ayatollah Khomeini, Saparmurat Niyazov and Gurbanguly Berdimuhamedow.
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