VISUAL PALIMPSEST AS A THEORY AND METHOD: ANALYZING LAYERS OF MEANING IN CONTEMPORARY VISUAL MEDIA

Authors : Fuat Boğaç Evren

Pages : 1258-1276

Doi:10.20488/sanattasarim.1828002

View : 56 | Download : 290

Publication Date : 2025-12-01

Article Type : Research Paper

Abstract :In this study, the concept of visual palimpsest is presented as a new theoretical framework and method of visual analysis that examines the layers of historical, cultural, political, symbolic, emotional and interpretive meaning behind images. In the twenty-first century, when visual pollution and density are at an all-time high, images can be considered not only as snapshots but also as carriers of cultural narratives, historical echoes and social nuances. Therefore, visual palimpsest theory and method aims to understand and explain the layered structure of visual communication and art forms. In this context, Nike\\\'s Dream Crazy advertising campaign was analyzed to test the visual palimpsest theory and method. The Dream Crazy campaign was chosen for its historical, cultural, symbolic, political and emotional depth. The fact that NFL player Colin Kaepernick was the face of the campaign and that athletes who were subjected to racism came together in the commercial transformed the campaign into a multidimensional narrative. While the historical layer of the campaign was identified with Kaepernick\\\'s defense of his political views, the political layer was characterized by Nike\\\'s political stance, leaving aside the apolitical stance of many brands. While the emotional layer represented the victories of disabled, black, refugee and hijab-clad Muslim female athletes against adversity, the campaign reinterpreted the athlete identity by showing that athletes can influence the social sphere not only through their profession but also through their political views.
Keywords : Palimpsest, Görsel palimpsest, Çağdaş görsel medya, Anlam katmanları, Marka aktivizmi.

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