Abstract

The globalization processes have fostered the synthesis of visual communication systems’ appearance on social media linked to the mass migration phenomenon. Visual communication of the migration crisis emerges from the increasing numbers of refugees. The flow of advertisements related to the refugee crisis indicates the shifting identity and an acknowledgement of the growing diversity of the European population. Today, advertising is a global phenomenon that critically impacts commercial, political, and intercultural communications. This paper takes the reality of visual communication systems’ appearance on social media linked to the mass migration phenomenon resulting from twenty-first-century globalization and migration. The methodology used in this study is based on the visibility of the refugee crisis, as shown in the empirical materials from European and Middle Eastern advertisements’ portrayal of the migration phenomenon, utilizing the approach of ‘Qualitative and Mixed Method’ methodology.