| Abstract [eng] |
Reflections of the 21st century Chinese Politics in Visual Rhetoric The object of this master thesis is visual rhetoric of two political directions of the 21st century China. The purpose of the research is to demonstrate by means of posters rhetoric analysis how visual rhetoric reflected on the country’s development directions towards “harmonious society” (hexie shehui 和谐社会) and “China dream” (zhongguo meng 中国梦) and its change. The tasks of this thesis are as follows: to present comparative specifics of the Eastern and Western rhetoric, to interpret the connotations of political posters based on rhetoric analysis; to highlight CCP political objectives in the 21st century; to analyze the propaganda posters of two political directions and to determine the relationship between the visual and textual elements as well as the effect of Chinese rhetoric. Based on the Visual Rhetoric Analysis Method and symbol interpretation and analyzing the posters of two political directions, a conclusion can be drawn that these two political directions continue the previous ones, and their representation is modified and aligned with the existing leader's rhetoric and general context. Poster analysis shows that the propaganda poster revives Chinese traditional values that have gained new forms of representation in today's context. Visual rhetoric of the political directions of the PRC and information it conveys is a substantial visual argument which makes considerable combination of textual and visual or cultural symbol elements, becoming more perceptible to the target group. The relevance of this work can be justified by the fact that the analysis of the relationship between visual and textual components can be useful for scientists planning to conduct further research in the field of visual political rhetoric. |
