Seminar in situ: Miami Beach: The Role of Propaganda Between Italy and Africa, Daniel Alonso

Use of propaganda in Italy and countries taken by the Italians in Africa was essential, so much so that it integrates itself as part of the architecture and the identity of an overtaken city. Inherently, the manipulation and representation of propaganda formats varied for the invader and the invaded. These manipulations distorted perspective in such a way that no matter the angle at which the invasion is viewed, it seems to be the ideal for all parties.

In the Metropole/Colony: Africa and Italy exhibition, the propaganda in the form of art and ephemera in the room, mostly catered to the working Italian public. Clear and deliberate focus on the emotions and prosperity of the Italian people was paramount. The exhibition exemplifies this most notably in the sculpture “La Messe” by an unknown artist. This sculpture depicts a man embracing a bundle of wheat and shares an uncanny resemblance to Michelangelo’s “Pieta”. This sort of imagery is immensely evocative to the masses, and the people responded just as the government needed them to. These emotional responses lead to more concrete signs of one’s patriotism. One manner in which this patriotism and loyalty were displayed was the exchange of one’s gold wedding band for a steel replacement. Now, passersby with the steel band show their loyalty and commitment to creating a better, more prosperous and more independent Italy.

For those that were being invaded, the propaganda took a different form. This was much more a spin on what was the actuality of the situation. The Italians explained the benefits of their arrival; they were to build infrastructure, cities, and buildings. All this was sold to the Africans as an improvement of their current conditions and an introduction to a more refined society. As the architecture was being built there arose implications of a more somber reality. The large public buildings, as was the case in Gondar, were placed on the highest ground while stifling zoning and segregation relegated the original inhabitants to less desirable areas. The buildings followed the fascist model, clear construction, rationalist detailing with quotations of imperial Roman architecture. This sort of construction and segregation imposed new law on the Africans. New boulevards and foreign building types gave the invaded the clear sign that what was theirs was no longer.

Propaganda plays, and always will play, a crucial role in society. Even today some images evoke strong sentiments, typically connected to history. A single image can draw some to think of salvation and freedom, while others think of hatred and persecution, perhaps this is one reason only 35% of Cubans voted for Obama while 64% of Latinos voted for him (76% for young Latino voters). Study the images below and come to your own conclusion.