An apparently adorable tool: Using ghiblification in political communication

Abstract

PR specialists in political communication go with the trend; in 2025 they started using a tool inserted in ChatGPT, to “ghiblify” images, a word which made its way into vocabulary, but not (yet) into traditional dictionaries. “Ghiblification” refers to the process of generating images that mimic the art of the Japanese filmmaker Studio Ghibli. As Studio Ghibli is successful worldwide, so is the tool.

In order to understand the global success of Ghibli Studio anime, the study explores some of the myths and archetypes underlying their stories. Then it moves its focus on the ghiblification feature, both successful as well as sparking controversies, while looking at the ethics of using it. The research further concentrates on political communication and the official postings with ghiblified images of Italian Prime Minister Giorgia Meloni and Indian Prime Minister Narendra Modi. As politicians become 2D characters in new narratives we are looking at the reason why the tool is so popular across cultures. The main question regards the underlying values politicians wish to be connected to and the myths and archetypes from the collective unconscious their ghiblified images point to. Because universal myths and archetypes are once again used to build bridges between politicians and their public.