Visual Rhetoric in Virtual Spaces
Visual Rhetoric in Virtual Spaces

Summary/Abstract: The Internet has reshaped the way organisations convey messages to their target audiences. Despite the availability of interactive web applications, online presence of companies, foundations, or governmental agencies lag far behind individual use. We propose a comparative case study of organisational online spaces, with a focus on ethno-pagan groups and movements from Romania and Hungary. Our analysis looks both at the use of Web 2.0 features like blogs, RSS feeds, video- and audio applications, and at the visual rhetoric of the ethno-pagan web pages under study. Main results show a minimal interactivity on the organisations’ official websites, and more advanced online communication practices on alternative spaces, such as Facebook and other social networking sites. Visual metaphors used are concerned with both religious iconography and right leaning political messages. This paper is part of a broader research project funded by the Institute for Research Programmes.

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