The dead pig's photo album: Affective visual rituals in collective identity formation

Abstract

Recent research on visually mediated activism has focused on visual practices as forms of political expression. Conversely, this article will demonstrate that visuality is not only used for protest mobilisation, but that it also plays a significant role in solidifying movement-internal collective identity through a set of distinct visual rituals that produce a shared understanding through affect. Based on an ethnography of everyday visual practices and social experiences of visuality (online and offline) in the Save Movement's ‘Pig Save’ protest events, we identify three forms of affective visual rituals: (1) witnessing; (2) mourning; and (3) semiotic rituals. We argue that these visual rituals are not only expressions of shared values, but construct collective political identity through backstage visual emotion work (affect).