Journal of Siberian Federal University. Humanities & Social Sciences / Multimodal Argumentation in Chinese Health Public Service Announcement

Full text (.pdf)
Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2026 19 (3)
Authors
Terskikh, Marina V.; Khriplia, Tatiana S.
Contact information
Terskikh, Marina V.: Omsk State University named after F. M. Dostoevsky (Omsk, Russian Federation); ; ORCID: 0000-0003-0127-6917; Khriplia, Tatiana S.: Omsk State University named after F. M. Dostoevsky (Omsk, Russian Federation); ORCID: 0009-0008-5224-8020
Keywords
health discourse; health public service announcement; public service announcement of China; multimodal argumentation; persuasion strategy; polycode text; multimodal impact
Abstract

The article examines the mechanisms of multimodal argumentation in Chinese health public service announcement. Using print and video PSA (119 posters and 13 videos), a comprehensive analysis of the interaction of verbal, visual, and auditory codes is conducted. Particular attention is paid to the cultural specificity of argumentation, in particular, the unique role of Chinese characters as a synthesis of verbal and visual components. It is demonstrated that the potential effectiveness of the analyzed PSA is due, in part, to the organic combination of modern communication technologies and traditional cultural codes. The research methodology represents an interdisciplinary approach combining multimodal semiotic, contextual, and discourse analysis. Based on the conducted research, a model for analyzing multimodal argumentation is proposed, including modality decomposition, synthesis of their interactions, discursive and cultural interpretation, and an assessment of synergistic effects. The results demonstrate that in Chinese discourse, individual health is inextricably linked to the health of the nation, and persuasion is achieved not so much by logic as by emotional resonance and appeals to cultural identity

Pages
547–559
EDN
XBLAWE
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/158215

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