A Social Semiotic Analysis of Covid-19 Public Service Advertisements in China

DOI

10.2991/assehr.k.210609.051How to use a DOI?

Keywords

social semiotic, analysis, Covid-PSA, China

Abstract

Covid-PSA (Covid Public Service Advertisement) is considered as a crucial medium for crisis communication between governments and the public. This study aims to contribute to communication and media studies by introducing a social semiotic analysis of the emotions expressed in Chinese Covid-PSAs. Our analysis of 21 PSAs shows that they use both the language and visual images to represent Judgement for educating people to observe the social sanctions and esteems, Appreciation for expressing Chinese attitude and Chinese identity, affect for confidence building and emotional touch. The attitude pattern also manifests employment of different communicative strategies.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruinan Zhao
PY  - 2021
DA  - 2021/06/10
TI  - A Social Semiotic Analysis of Covid-19 Public Service Advertisements in China
BT  - Proceedings of the 2nd International Conference on Language, Art and Cultural Exchange (ICLACE 2021)
PB  - Atlantis Press
SP  - 256
EP  - 259
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210609.051
DO  - 10.2991/assehr.k.210609.051
ID  - Zhao2021
ER  -