Delivering the vote: visual strategies of persuasion in British suffrage and anti-suffrage postcards

Abstract

This dissertation examines a selection of British pro- and anti-suffrage postcards from the Edwardian era to understand how graphic design can be used as a tool for political persuasion.

This study demonstrates how graphic design creates political meaning by utilising theories of visual communication and persuasion. Twelve themes were identified across a sample of postcards, with one postcard examined in detail for each. Through a comparative and visual analysis of each of these postcards, this study examines how both pro- and anti-suffrage campaigns used design elements such as imagery, typography and layout to communicate political messages. This analysis shows how visual strategies differed between the pro- and anti-suffrage, as well as which were shared across both campaigns.

The findings from this dissertation’s analysis highlight the differences in pro- and anti-suffrage postcard campaigns, which were related to typography, colour and representations of violence. As well as this, the comparative analysis demonstrates that pro- and anti-suffrage postcards shared some similar visual strategies, which shows how the same design elements can be used to communicate opposing political arguments. However, these shared visual themes identified differed in intention and tone. Pro-suffrage postcards used design to show their legitimacy and authority for women’s political involvement, contributing to the movement’s political success, whereas anti-suffrage postcards undermined the suffragettes through ridicule and satire. This research contributes to a wider understanding of how graphic design can be used for political persuasion, demonstrating the visual strategies shape public perceptions of women and communicate ideological arguments. It also demonstrates the continued relevance that graphic design has in the ongoing struggle for equality and human rights.

Awarded a final mark of 90