As a primary means of communication language, spoken or written is an indispensable tool for philosophers, religious preachers and political propagandists. What message reaches their audience to a great extent dependents on the skills of the speakers/writers and the rhetorical technics applied by them. In consequence, what is known about the message is often more a result of the rhetoric skills and technics applied in the process of communicating the desired values to the audience than the actual content of the value. Starting from early 1990s, China has been facing a dramatic socio-economic transformation. Using rhetoric force has always played a major role in legitimising political and ideological leadership of the Chinese Communist Party. Since the form of the communication has never been less important than the content of the message and the content, as the content has been adjusted, the new forms have been employed. In the proposed paper the author would like to focus then on the form, and the content of the messages send by the ruling class to the society. The results of the field work in several, geographically distant locations in China will be presented. The particular attention will be paid to all sorts of slogans visible in the public space, and the message that they convey. The content will be analysed with the special focus on the notions of 'Harmonious Society', 'China Dream' and 'Patriotism' as the exemplification of the current regime's ideological stanza.
Pawel Zygadlo, Xi'an Jiaotong-Liverpool University, China
Stream: Chinese Studies
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