‘Land for Those Who Work It’: A Visual Analysis of Agrarian Reform Posters in Velasco's Peru

Abstract

Abstract Latin American military dictatorships of the twentieth century were often right-wing, elitist and violent. A marked exception was the left-wing Peruvian military government of Juan Velasco Alvarado. More exceptional still was the government's use of visual media. Between 1968 and 1970 it produced approximately 20 posters, printed in editions of 50,000 to 200,000, to promote the radical Agrarian Reform Law. These posters provide vibrant representations of the agrarian reform's ideological aspects, which have been under-studied. A detailed exploration of visual communication shows that the government deployed aesthetically sophisticated propaganda and symbols to encourage social participation in the reform.