The visual representation of the hologram: a comparative approach to its political and social uses

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Luis Felipe Ramírez Alvarado
https://orcid.org/0000-0001-7350-5825
Jacques Ibanez Bueno

Abstract

On April 28, 2017, Jean-Luc Mélenchon, a prominent French politician, pioneered a unique way of engaging with multiple groups. While he was in Dijon in person, he simultaneously connected with a Grenoble audience using a hologram. A central focus is the tangible bond between a politician and their listeners. This study starts by analyzing the semiotic cues in photos and videos on official and social platforms. Subsequently, there’s a deep dive into the reactions of Grenoble attendees to various forms of expression.


Each method is integral to the total experience. As suggested by Kress and Van Leeuwen (2001), meaning is molded socially via channels like discourse, production, design, intake, and the “textual” backdrop. In M.lenchon’s holographic instance, the scope for creative engagement and the idea of heightened modality is evident (highlighted by Andrieu: 2011). Holography offers:


• Voice-driven auditory engagement.


• Observation of physical actions, hand movements, and facial expressions.


• Recognition of visual elements such as clothing, colors, and proportions.


• A three-dimensional display, evoking a feeling of actual presence.


• Interaction with the spoken content, both pre-written and extemporaneous.


This is termed as hypermodal interaction. Designing a tailored hologram in line with the core research question effectively combined theoretical perspectives on holographic interaction. The goal wasn’t merely a visual portrayal of the research but to emphasize this visual method, especially in formulating a visual strategy (as put forth by Pink, 2006). This process captures both visuals and sounds for subsequent engagements with holograms. Furthermore, this research seeks to outline and present the aspects of an innovative, immersive, and visually centric research approach.

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How to Cite
Ramírez Alvarado, L. F., & Ibanez Bueno, J. (2024). The visual representation of the hologram: a comparative approach to its political and social uses. Sintaxis, (12), 15–28. https://doi.org/10.36105/stx.2024n12.03
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Artículos
Author Biographies

Luis Felipe Ramírez Alvarado, Universidad Anáhuac México

Dr. Luis Felipe Ramírez Alvarado. Profesor de Tiempo Completo en la Universidad Anáhuac México. Doctor en Estudios Humanísticos por el Tecnológico de Monterrey, Campus Ciudad de México. Coordinador de la Licenciatura en Comunicación para la Facultad de Comunicación de la Universidad Anáhuac México, Campus Sur. Profesor invitado por la Universidad de Savoie Mont-Blanc, Francia para el Master en Création Numérique. Coautor de Phenomenological perspectives on the communication modalities of 360 video (2020); Youtube, el fenómeno Digital ASMR y los susurros mediados por la pantalla (2022). The visual analysis of urban realities trough 360 video: The 19S earthquake case in México and the Project S19 (2019); The Performance of Innovation Systems for the Cases of Mexico and Korea in the Context of Knowledge Societies (2015), entre otras.

Jacques Ibanez Bueno, Université Savoie Mont-Blanc

Dr. Jacques Ibanez Bueno. Profesor de Tiempo Completo en la Facultad de Sciences de l’Information et de la Communication _ Université Savoie Mont Blanc. Doctor por la Université de Grenoble 3 HDR _ Université de Savoie Mont-Blanc. Profesor inivtado en la University of North Texas y la Univerisdad Anáhuac México. Coautor de Aperception et présence numérique dans une installation de réalité virtuelle (2022) ; The visual analysis of urban realities trough 360 video: The 19S earthquake case in México (2017) and the Project S19” (2021); Sam ex machina : corps absents, corps presents (2020); Une méthodologie visuelle au carrefour de l’anthropologie visuelle et de la psychologie sociale : recherche sur des populations brésiliennes (2018), entre otras.

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