Visualising the Generic Techno-Imaginary: Exploring the Visual Rhetoric of the South African Fourth Industrial Revolution Agenda as Articulated through Commercial Stock Images

Abstract This article interrogates the visual language surrounding the South African Fourth Industrial Revolution (4IR) agenda, by rhetorically analysing stock images used in a prominent 4IR publication. This study serves to contribute to the ongoing critical discussion surrounding the general legitimacy and local propriety of the global 4IR narrative, which has been enthusiastically adopted by the South African government to guide techno-development policy. The article draws on critiques of 4IR discursivities but offers a novel contribution by examining the rhetorical power of images in reinforcing this influential but potentially problematic high-level policy narrative. The stock images analysed feature prominently in “Summary Report and Recommendations” by the Presidential Commission on the 4IR. Both the general rhetorical appeal of commercial stock images and the particular visual appeal of a “techno-imaginary” genre of images are analysed. In addition to outlining the persuasive effects of these images, according to Aristotle's means of persuasion (logos, pathos, and ethos), the article also critically reflects on their potential shortcomings. The article is concluded by arguing that these generic stock images offer an inadequate visual vocabulary for imagining a locally appropriate and desirable South African future.