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China in Symbolic Communication


The distorted symbols about ChinaThe metalanguage’s mechanism of communicating the whole via the part and the strategy of corporate communicationReflections on corporate identity and the perspective of semiotic cognitionCorporate identity: existence and non-existenceSymbols as basic media in human cognition of corporate identityCorporate symbols as basic media for communicating corporate identityCorporate image presented in a fragmentary mannerFragmented visual identity: outward appearances of products, brand name and logoFragmented MI - a story (an anecdote) and a conceptFragmented behavior identity - a person and a serviceFragmented presentation and strong symbolic effectThe openness and instability of corporate imageEvolution of corporate symbol’s system of signifiers - the non-arbitrary transfer of the signifying relationshipCorporate image is dynamic and subject to changeTo make generalizations based on particulars via metalanguage mechanism as a discourse strategy in the communication of corporate imageCorporate image communication follows the progression from naturalization mechanism to generalization mechanismDialectic relationship between the part and the whole: the philosophical thinking from individual representation to holistic cognitionMetalanguage mechanism: associative cognition in inferring about the whole based on the partResonance of metalanguage: shaping the overall image of a corporate organizationThe non-random mechanism of merging signifier and signified as the rule underlying the symbolic construction of corporate imageDesignatory nature of signifying relationship - designation of the corporate imageThe “matching” of the designated signifier and the signified - the rules shaping the corporate image“Isology” of the signifying relationship between signifier and signified - the ultimate aim of constructing corporate imageThe nature of the leveraging communication involving connotateurs in corporate advertisingThe rule of substitution for a sign’s connotateurs - the paradigmatic relationThe strategy of symbolic communication in corporate advertising - conspiracy of emotional and physical meaningsThe communication of corporate image in the context of cross-cultural communicationVariations between semiospheres - how variations in decoding occurReducing decoding variations - enhancing the resonance effect of advertising communicationNotesThe semantic multiplicity of symbolic signification. The evolution of classic Chinese symbols through historyAn analysis of the factors affecting the evolution of a symbol’s signified on the connotative levelThe multi-dimensional determinants of the historical context imposed by the epoch, region, culture and other factorsSymbols specific to different historical stages: memories of different historical periodsSymbols of historical continuity: the subversion and reconstruction of the classicsThe Silk Road: the first case study of semantic multiplicity of the signified of a symbol’s connotationThe Silk Road in the ancient times: a road for China to highlight its imperial influence to the worldThe New Silk Road: China’s road to rejuvenation in the international arenaConfucius: the second case study of semantic multiplicity of the signified of a symbol’s connotationA sage during feudal timesConfucius as a demon during the Taiping Heavenly Kingdom MovementThe savior of China during the reform movement of 1898A sinner during the May 4th movementA class enemy during the cultural revolution of1960's and 1970'sAn epitome of the spirit of harmony in the new epochNotesThe selectivity of symbolic signifiers. The root cause of the communication of negative Chinese images in modern timesMemories of the icons of the modern ChinaThe rich variety of signifiersA general selection of negative signifiers helped project a demonized image of modern ChinaThe signifiers chosen on manifold levels collaborate to project a negative image of modern China“Opium”: a perfect match for the mysteries about modern China“The Opium War” labeled as the beginning of modern China’s history of humiliation“The sick man of East Asia” as a synonym for a weak China“Dr. Fu Manchu” as a typical Chinese villain in the Western perspective“The foot-binding of Chinese women” answered the Western fantasies about China as a barbaric and backward otherAn analysis of the multiple factors that impact the selectivity of signifiersThe impact ofpolitical situation and division of the sphere of influence on the choice of the symbolic signifiers that represented the modern ChinaThe impact of the cultural mood on the selection of symbolic signifiers that represented modern ChinaThe impact of the disciplinary power of the dominant culture on the selection of symbolic signifiers that represented modern ChinaThe impact of the orientalist ideas on the selection of symbolic signifiers that represented modern ChinaThe impact of the mechanism ofpsychological intervention on the selection of symbolic signifiers that represented modern ChinaNotesThe metalanguage’s mechanism of communicating the whole via the partNational image in the age of fragmentationConstructing meaning via the non-government individual symbols in the communication of national image under metalanguage mechanismThe sports stars equipped with metalanguage mechanism: the Olympic spirit of the tenacious exertion of the Chinese peopleThe disaster-relief volunteers equipped with the metalanguage mechanism: citizens in contemporary China united as oneThe Spring Festival Gala equipped with the metalanguage mechanism: harmonious and happy life in contemporary ChinaThe selectivity of the symbols in metalanguage’s communication mechanismThe strong communication power of metalanguageMetalanguage’s selection of symbolsNotesThe mechanism of synergic communication between two systems of signifiers. The international communication of the Chinese mediaDifferent constructions of media image by micro signifiers and macro signifiersMicro signifiers enable us to perceive media symbolsMacro signifiers consolidate the image of a media organization shaped in the mind of the audienceMedia images under two different systems of signifiersMicro signifiers unfold in the form of metalanguage whereas macro signifiers generate images through comparisons and contrastsInteractions between micro and macro signifiersThe symbolic image of the Chinese media in international communicationThe impact produced by the disparities between two systems of signifiersShaping the image of Chinese media on both micro and macro levelsNotesThe “APEC blue”. The transmutation of symbols from mass communication to group communicationThe Internet language as a mode of expression of group communicationChallenges posed by groups communication to the “isology”4 of mass communicationPotential dangers inherent in the carnival of symbolic meaningsOnline language’s return to mainstream media promotes the interaction between group communication and mass communicationNotesThe characteristics of strong symbols and their power of communicationCharacteristics of strong symbolsCommunicating the mainstream but not strong contemporary ideologyThe persistency of communicationThe distinctiveness of the form of the signifierThe high rate of social utilizationThe uniqueness and consistency of meaningThe approaches to forging strong symbols that represent and communicate ChinaShaping persuasive strong symbols from major and hotspot eventsShaping strong symbols from representative figures who embody the spirit of civilization and progress of the Chinese nationShaping strong symbols from commodity symbols and corporate symbols which embody the trustworthiness and credibility of the Chinese societyShaping the referents which can serve as opinion leaders into strong symbolsNotesPostscriptBibliography
 
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