Madis Ligema (born 1986) works at the intersection of documentary filmmaking, political communication, and semiotic research. He holds a BA and an MA in Semiotics from the University of Tartu, where his work focused on political metaphor, rhetorical strategy, and the construction of meaning in public discourse.
His research interest centres on how visual narratives — documentary film, political campaign media, and digital storytelling — function not merely as representations of reality, but as instruments that actively construct political perception. People do not primarily believe in politics because it is logically convincing, but because it feels true: this observation drives his current research direction.
As a filmmaker and director, he founded production company Davai Laama in 2013. Since then he has produced and directed work for ARTE, VPRO, and Estonian National Broadcasting. His documentary Of Mosquitoes and Men (2019) was selected for the Moscow International Short Film Festival, the Rome Independent Prisma Awards, and jellyFEST. He has also worked as a campaign creative director and communication strategist, combining theoretical grounding in semiotics with practical experience in political and cultural media production.
His current PhD research proposal — Narrative Power: Visual Storytelling and the Construction of Political Reality — draws on semiotics, philosophy of discourse (Foucault, Debord, Nietzsche), and practice-based research methods to explore how narrative-based influence operates beyond argument, and how emerging technologies, including AI-generated media, are transforming narrative authority and public trust.
Research InterestsVisual semiotics and political perception · Documentary as political argument · Narrative vs. argument-based persuasion · Practice-based research in film · AI and narrative authority
Education2013 – 2016
MA, Semiotics & Cultural Theory
Thesis: "The Strategy of Effective Political Campaign"
University of Tartu, Estonia
2006 – 2009
BA, Semiotics & Cultural Theory
Thesis: "On Political Metaphors"
University of Tartu, Estonia
2021 – 2023
Creative director & producer
Creative Union / VURR / Newton
2020 – 2022
Campaign creative director
Local government election 2021 / General Elections 2023
2013 – present
Director & Producer
Davai Laama (independent production company)
2015 – 2018
Founder & CEO
"KUMA" soft drinks brewery
2014 – 2018
Founder & CEO
VÄLK – Events, Media & PR
2013 – 2014
"The Beach Institute"
BalticLab 2.0
2011 – 2013
Director & Producer
Production company "Kuukulgur Film"
ERR, Tele2, VPRO, Tartu Ülikool, Guardtime, Reformierakond, Creative Union, NEWTON, Estonian Bank and many others
Selected Screenings & AwardsOf Mosquitoes and Men (2019)
Official Selection — Moscow International Short Film Festival
Official Selection — Rome Independent Prisma Awards
Finalist — jellyFEST 2021
"Millal on piiramisega midagi saavutatud?" — ERR, 12.10.2022
"Plaat, mis muutis elu!" — Edasi.org, 20.10.2022
"Kiirkohting: Madis Ligema" — Müürileht, 06.03.2020
