Journal of Siberian Federal University. Humanities & Social Sciences / The National Idea of the “Chinese Dream” in the Polycode Texts of Public Service Announcements of the People’s Republic of China

Full text (.pdf)
Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2023 16 (6)
Authors
Khriplya, Tatyana S.; Issers, Oksana S.
Contact information
Khriplya, Tatyana S.: Omsk State University Omsk, Russian Federation; Issers, Oksana S.: Omsk State University Omsk, Russian Federation;
Keywords
ideologeme; public service announcements; public service announcements of China; national and cultural values; Chinese dream; discourse; polycode text
Abstract

The article deals with national cultural values and traditional virtues as the basis of the national idea of “Chinese dream”, an analysis of the ways to implement these grounds in public service announcements dedicated to the “Chinese dream” was also carried out. The subject of our study was public service announcements about the “Chinese dream”, the goal is to study the synthesis of the system of moral values and Chinese archetypes as a way to create public service announcements about the “Chinese dream”. The method of studying polycode texts included determining the main semantic components of the ideologeme “Chinese dream” and the relationship between verbal and non-verbal components in order to find out the dominant component in the perception of one or another polycode text of public service announcements. The material of the study was examples of public service announcements with the concept of “Chinese dream”, presented on the Internet. After analyzing the system of moral values, mainly represented by traditional Confucian virtues, as well as Chinese archetypes and forms of their visual representation in public service announcements, we made the conclusions about the ratio of verbal and non-verbal components in public service announcements dedicated to the “Chinese dream”. The results obtained give an idea of the system of codifications used to form behavioral attitudes through public service announcements, which is necessary for the correct interpretation of public service announcements as a communication process

Pages
973–990
EDN
ZIOXST
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/150138

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