Red Star / Seeing Through the Red: Image, Perception and Meaning in the Zapatista Organization

Preface v.02.01

First Draft of Preface (version 02)

This thesis originally began by taking the form of an analysis of the communication approach of a sociopolitical movement, specifically the Zapatista movement of Chiapas, Mexico. It was intended to be a case study of sorts that would elucidate opportunities for communication design approaches for social movements in general, enabling them to bridge the gaps of understanding and perception.

However, what I discovered (perhaps not surprisingly, in hindsight) was that the Zapatista movement was in fact only one very small actor in a very large and organic movement toward social change.

What set the Zapatista’s apart from other actors in this movement toward change was their communication approach, particularly on the international stage. They are regularly cited as having been the first revolutionary social movement to effectively utilise the internet as a vehicle for communicating their message throughout the world, and with great success.

With that in mind one might wonder why I wouldn’t continue to pursue the Zapatista communication approach as a successful case study. It is precisely its success, at the expense of real change on the ground, that gave rise to my questioning, not just the achievements of the Zapatista movement, but the achievements of communication design as it relates to concrete social change.

When we talk about design for communication, what we actually mean and do is the design of messages […] but these one-way messages do not contribute to our understanding. On the contrary, they are the output of a point-to-mass mentality that lies behind the brand intrusion and semiotic pollution that despoil our perceptual landscape. (Thackara 161)

I am not suggesting tyhat the Zapatista movement depended exclusively on this “point-to-mass” approach and, in fact, they continue to be very deliberate in their attempts to communicate through a process of direct dialogue. This can be seen in their numerous enquentros, or meetings, that bring together people from local, national and international arenas to discuss agendas and approaches for the movement. But 14 years after they occupied the city of San Cristobal de Las Casas and declared war on the Government of Mexico, little has been achieved by the movement for the people it originally sought to represent.

However, while recently walking down those streets that were once engulfed in armed occupation, I have seen changes and listening to the people, they speak of progress. Many have spoken of this progress being slow (a little at a time is often the expression) but it is generally an optimistic observation that is made.*

Many of the changes, at least those that can be readily seen, are not coming from the Zapatista movement, they are coming from a diverse range of individuals, groups and organisations, all taking small steps for change.

This is not to negate the achievements of the Zapatista’s or to suggest that the lack of results is their responsibility alone. In fact, it is the awareness that they created, through effective communication, which led to a large number of projects and the activity of organisations for change. Also, the government’s role in cutting off many of the indigenous communities or fomenting tension between them is also part of the problem.

I contend, however, that had a different approach been taken, the results could have been more successful in terms of results for the communities and the relationship with government and others in the general population. Communication achieves very little if it exists in a vacuum. It must be part of a larger systematic approach to developing solutions to the exigencies of a situation, in this case the social injustice that exists among the disenfranchised of Chiapas.

It is with the current paradigm of Southern Mexico and the Zapatista movement in mind that I seek to design a systems model that may be used as a set of guiding principles for the creation of a successful movement for change, whether in Chiapas or anywhere where the need exists.

*It should be noted that this is only representative of general observations and conversations, and may not actually reflect the opinions of specific indigenous groups or individuals who continue to exist marginally in the surrounding mountains of Chiapas.

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