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December 8, 2025Multimodal Communication

Visualizing the national voice: a multimodal metaphor analysis of Putonghua Promotion posters

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FYFei YuZhejiang Hospital

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Implication

This analysis reveals how Putonghua promotion posters shape national identity and governance through multimodal metaphor and defamiliarization.

Key Points

  • The central aim is to explore how visual propaganda constructs ideologies around the Putonghua language.
  • Conducted a multimodal metaphor analysis on propaganda posters from the National Publicity Week for Putonghua Promotion from 1998 to 2024.
  • Utilized Conceptual Metaphor Theory and a visual representation framework to analyze interactions between verbal and visual modes.
  • Identified three main metaphorical themes: Putonghua as national infrastructure, a vehicle for progress, and a unifying force.
  • Showed that multimodal metaphors blend affect with ideology, enhancing collective identity while revealing tensions in language diversity.

Cite This Study

Fei Yu (2025) studied this question.

synapsesocial.com/papers/693624c34fa91c937236cd1fhttps://doi.org/10.1515/mc-2025-0028
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