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Hegemony and Discourse Negotiating Cultural Relationships Through Video

Shall: Hegemony and Discourse Negotiating Cultural Relationships Through

Previous research has noted the ambiguous persuasive potentials of reiteration: repeating a statement, slogan or image can work both positively and negatively, can both help and hinder the effectiveness of a Relationsyips message.

Considering that repeated propaganda in China is broadly ineffective in generating wholehearted public support, this article is interested in how and when repetition does achieve meaningful persuasion. Drawing on affect theory to address these multiple potentials, it critically reconsiders the nature of persuasion itself, arguing that affective engagement is crucial in sustaining and consolidating temporary tendencies that lead to alteration in the social fabric.

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It argues that practice of repeating these memes produces interpretive ambiguities around the official language, and in doing so re-directs socialist persuasion towards a liberalised end. Netizens were immediately amused by this clever use of socialist terminology, and this phrase, together with relevant memes, quickly went viral on Chinese social media. This was not the first time that socialist terminology had been reworked for humorous effect. In fact, creative remakings of propaganda had already been a feature of popular internet culture in China for several years.

Back in Decembera group of jokes adapting socialist propaganda went viral on Weibo, the biggest and most influential microblogging site in China.

Netizens combined familiar propaganda phrases with popular conversational buzzwords, rendering the formulaic political language ridiculous. Footnote 1 They went on to create a variety of memes by putting these words on Maoist propaganda posters, that entertain through sharp contrast of both visual and textual styles, and have also been a big hit across online communities. The emergence and increasing popularity of these reworkings or adaptations of political terminology in China indicates that socialist ideology has visit web page beyond official spheres of control. In a digital era, it pervades society in a far more diversified context of public utterances than ever before. Practices of ideological language are no longer subject solely to the strict regulations of the Discoufse for political purposes, but open to diversified re-workings by ordinary netizens as a means of self-expression.

The development of digital new media that encourages public participation in this rewriting of discourse allows for a wider transmission, sharing and exposure of these re-workings than ever before. Xnd Hegemony and Discourse Negotiating Cultural Relationships Through authoritarian country used to relying on the manipulation of representations to exert political control, this change in patterns of reiteration of official language has important implications for political persuasion and the power dynamic between state and society.

Introduction

Previous research has noted ahd paradox of reiteration as capable of both reversing and reaffirming meanings, and has emphasised that the persuasive effects of repetition can vary widely. This article focuses on the potentials of these ambiguities themselves to interrupt dominant structures and enable affective engagement. The article argues that practice of here memes, by producing interpretive ambiguities around official language, re-directs the previously successful symbolic control of socialist persuasion towards a liberalised Hegemony and Discourse Negotiating Cultural Relationships Through.

Persuasion pervades politics, perhaps in a more overtly observable way in non-democratic countries. To convince its people of the legitimacy of authoritarian rule, a regime needs to frame its performance to be in line with the common interest Holbig The framing project in China largely works through ideology and Dicsourse Brady ; Holbig With its powerful control of the organisational infrastructure, the party-state is able to implement its political values through institutional practices and public surveillance Brady Apart from these disciplinary practices on the administrative and institutional level, political persuasion in China mainly relies on language techniques, as both ideology and propaganda embed an essential dimension of language.

According to Lasswellp. To eliminate interpretive ambiguity of political concepts, the party-state has crafted a rich repertoire of representations that include terminology, rhetoric, slogans, and their various symbolic forms such as posters, adverts, news programmes, all in a designated formation. Together they form a political language featuring semantic certainty and interpretive finality.

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That is how ideology works as symbolic communication that sustains and reproduces power Thompson This political language in China is created via linking key vocabularies with political forces. By legitimating one meaning of the vocabulary and delegitimating the others Freedenand more importantly, dominating the right to use this language in the larger social world, the party-state denies alternative interpretations and uses of this language in alternative contexts Brown ; Holbig Then, to impose Hegemony and Discourse Negotiating Cultural Relationships Through socialist discourse, the party-state pays considerable disciplinary efforts to Hegenony a top-down iteration of this formalised language in society, in an attempt for it to become accepted as the sole legitimate medium of political expression Schoenhalsand more importantly, people get habituated to its omnipresence in their daily lives.

Moreover, this orchestrated system of language requires an equally elaborate system of Heyemony that aims to ensure its interpretive determinacy and material omnipresence, that is, censorship.]