This interview is based on Georgios Samaras’s article ‘Mnemonic normalisation in the visual politics of the German far-right’
This interview was conducted by Tara Yarwais.
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Your research highlights the concept of “mnemonic normalisation,” where far-right visuals reshape collective memory to soften Germany’s historical guilt and legitimise exclusionary politics. Could you explain how this process works in everyday urban spaces and why visual campaigning is uniquely effective in this regard compared to digital or textual modes?
The key difference between digital and physical advertising is material presence. Moving from an immaterial feed to a poster on a street furnishes AfD’s claims with context and permanence. Across Germany, people are confronted with images that can reshape how they read national politics, especially while vulnerable groups are scapegoated for electoral gain. Visuals help to normalise polished talking points: imagine walking to work, seeing a “remigration” poster next to the face of Alice Weidel. When a blonde, openly queer woman fronts that message, it gives a veneer of legitimacy to ideas once considered untouchable after 1945. The risk is the mainstreaming of attitudes that echo the dynamics which enabled Nazism.
The AfD’s 2025 campaign combines minimalist design, dog-whistle symbolism, and strategic placement across diverse urban contexts, such as Munich and Karlsruhe. How do local histories, demographics, and civic responses shape the reception and impact of these visuals, and what does this tell us about the diffusion of far-right narratives beyond traditional strongholds? (Bonus: Define dog-whistle symbolism in the context of Taylor Swift and the recent dog-whistle accusations, if you are aware.)
Meaning and symbolism vary by place, so responses do too: southern Germany differs from the east and cities vary—Munich is notably more conservative than Berlin. AfD has tailored its campaign accordingly and, in some areas such as Karlsruhe, has used tactics that feel deliberately intimidating (or shall I say terrorising?). Local history matters: context is not optional. On dog-whistles, it is hard to imagine the “SS” lettering on a remigration poster appearing without sign-off. I can’t speak to the Taylor Swift example, but in AfD’s case the placement looks intentional—strategic trolling. As the far right grows and figures like Trump model trolling as a display of macho bravado (look at the White House Twitter account for top trolling content), others copy the tactic. It is performative provocation—and it is sinister.
Your analysis demonstrates how the AfD visually embodies leadership and reframes “freedom” and “security” through ambiguous yet powerful imagery. In what ways do these visual strategies help the party navigate Germany’s sensitive memory culture while broadening its appeal, and how might this inform efforts to counter far-right normalisation in public spaces? (Bonus: how is AI affecting this? the creation of the art)
Language, reinforced by imagery, softens extreme agendas by promising greater freedom and security for “natives” while shrinking the rights of those defined as outsiders. Freedom for some, coercion for others. The appeal widens as painful historical memories are reframed as acceptable—positions that would have seemed implausible a decade or two ago. Countering this cannot be left to the parties of the left alone. Fear is best met with credible hope and practical solutions. Consider Zohran Mamdani in New York and Zack Polanski in the UK: they emphasise positive outcomes for everyone and refuse the anger script, advancing a politics of hope. That resonates, whereas far-right messaging centres on punishment rather than improving people’s livelihoods in macroeconomic terms. As for AI, this is fast-moving scholarship; a useful focus is how right-wing actors deploy synthetic imagery, why such fakes travel so far so fast, and how audiences interpret them.
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Dr Georgios Samaras is a Lecturer (Assistant Professor) in Public Policy at the School for Government and Policy Institute, King’s College London. Previously, he held a Lectureship in Political Economy within the Department of Political Economy during the 2022/23 academic year. He completed both his MA and PhD in Political Science at King’s College London, where he examined the Greek far-right party Golden Dawn. His research encompasses far-right extremism, political communication, and policy responses to illiberal political practices, while also exploring the dynamics of European and US politics and the global rise of authoritarianism. His work has been published in several reputable academic journals, including Distinktion, Empirical Theology, Visual Studies, and Frontiers in Political Science. His forthcoming monograph, Who Rules the Land of Denial?, is due for publication in August 2025 by Palgrave Macmillan and Springer Nature, with a Greek translation forthcoming.
With extensive research experience, Tara Yarwais currently serves as an Editorial Intern at Fair Observer, where she analyzes global affairs trends. As a Consultant at Moonshot, she conducts social media research to enhance public safety and combat human trafficking, integrating findings on global security trends. Previously, she worked as an Associate Features Editor at E-International Relations, managing academic reviews and contributing to editorials on strategic challenges. Her presentation on “The Psychology Behind Radicalization and Self-Mutilation” at the Behavioural Analysis Conference further underscores her expertise. Additionally, she has published articles focusing on radicalization, human rights, and global security issues.
Both Georgios and Tara are members of the RPRN.
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