Making Visual Rhetoric More Difficult

In The Iconoclastic Imagination, Ned O’Gorman sets himself to a difficult task. He surveys over a half-century of political thought, political discourse, and political imagery in order to examine and evaluate the relationship between visual and political cultures. It is to O’Gorman’s credit as a thinker and as a writer that he does not sacrifice depth for breadth. Indeed, his book is an exemplary work of rhetorical criticism, for it advances not only our understanding of neoliberalism as a rhetorical production, but also, and perhaps more significantly, it advances our understanding of how to do visual rhetoric. As a rhetorical history, the book offers a unique perspective on neoliberalism. Tracing the ideology’s origins to postwar efforts to reimagine the role of the nation-state, O’Gorman establishes that neoliberalism is best understood in the context of broader efforts to redefine what constitutes the legitimate exercise of state power. This history adds nuance to previous accounts of neoliberalism, particularly in its account of neoliberalism’s attitude toward images, an attitude that O’Gorman astutely identifies as iconoclastic. As manifested in images of national catastrophe—the Kennedy assassination, the Challenger disaster, and the 9-11 attacks, among others—the iconoclastic attitude regards as impossible the existence of any image adequate to representing America’s political processes more generally. For his part, O’Gorman demonstrates the error of this attitude by using these same images to represent a particular political process and to make his case for iconic representation as “the means by which we grasp our political existence” (16). This insight into the relationship between political and visual representation frames a series of case studies in which O’Gorman unpacks the ideological valence of images without reproducing neoliberalism’s hostility to visual representation. When understood in the context of rhetorical studies, this is a significant accomplishment. As with any discipline influenced by the linguistic turn, we too often regard images as vectors of oppression and false consciousness and seek to reveal them as such. Bruno Latour characterizes this attitude as a subtle and pernicious form of iconoclasm that reduces the critical operation to the trick of uncovering the trick; by exposing the manipulator behind the image, big ideology, big media, big whatever or whoever, we undermine the truth value of an image (“Why Has Critique ADVANCES IN THE HISTORY OF RHETORIC 2017, VOL. 20, NO. 3, 321–324 https://doi.org/10.1080/15362426.2017.1385247