Meaning-Making and Hegemonic Strategies of the Zapatista Movement over 15 Years

Abstract

This work uses visual materials to look for an evolution in the hegemonic strategies of the Zapatista social movement, using critical discourse analysis as a method. The developmental history of the social movement as a concept is reviewed in the introductory section. A brief historical overview of the Zapatista movement follows and is in turn followed by a theoretical section introducing the main concepts to be used in the analytical section. Concepts from Gramscian hegemonic theory and Saussurean discourse theory as well as from the work of Laclau and Mouffe are introduced and subsequently applied in the analytical process. 40 photographs coming from 4 events taking place over a time span of 15 years are used as data, while written texts published by the Zapatistas are used as a supporting element. The photographs are included in the analysis to facilitate interpretation by the reader. When looking closely at the processes involved in the way the imagery shapes discourse, an evolution can be seen in the approach of the movement to international affairs as well as in the turn away from aggressive practices in the articulatory efforts of the Zapatista movement.