This study aims at examining the employment of visual techniques in digital public relations on the "International Committee of the Red Cross in the Occupied Territories" - Palestine - Facebook page during the Covid-19 pandemic, in the period (5-3-2020) to (5-9-2020). The study relied on a descriptive approach to analyze the visual content by using the semiotic analysis analysis of digital images based on framing theory, compatibility theory and cognitive dissonance, two-stage information flow theory, and prioritization theory (agenda setting). The study sought to answer the following question: How does the International Committee of the Red Cross operating in occupied Palestine employ visual persuasion techniques to enhance its mental image as a humanitarian organization through digital images in its Facebook page during the COVID-19 epidemic?

(15) photographs were analysed after unanimous selection by (3) or more photographers out of (5) photographers. The study produced a number of findings, most notably: (15) out of (170) photographs published during the study period were selected. The small number of photographs unanimously gathered by photographers reflects a weakness in the image selection mechanism posted on the ICRC Facebook page, a weakness in persuasion and influence, and a weakness in the enhancement of the mental image. In terms of type, they enhance the mental image, albeit not at the required level, given that the likelihood of exposure to qualitative images with impact was limited due to their low level. Moreover, there are no specific rules in the selection of images, except for the aspect that reflects the nature and principles of the work of the (ICRC). The color, lighting, image angle and depth of the field clearly impacted the delivery of the (ICRC) message in some of the images analysed in the study. The majority of the images analysed also reflected the humanitarian aspect, reflecting the nature of the work of the (ICRC). The researcher found that the images analysed achieved many goals and reflected important aspects of the Palestinian reality, particularly in the health, humanitarian, economic and social aspects of the COVID-19 epidemic.

Title

International Journal on Humanities and Social Sciences

Publisher

Faculty of Humanities and Social Sciences

Publisher Country

Lebanon

Publication Type

Both (Printed and Online)

Volume

61

Year

2024

Pages

44-78