1887
Volume 8, Issue 2-3
  • ISSN 2214-9953
  • E-ISSN: 2214-9961
USD
Buy:$35.00 + Taxes

Abstract

Abstract

At the beginning of the Covid-19 outbreak in China, the state quickly declared a nationwide anti-Covid campaign. This article looks at how the rural space was transformed during this early anti-Covid campaign. Unlike the official state discourses, rural officials resorted to direct, down-to-earth, and ‘cold-hearted’ messages to persuade the villagers to comply with the rules. Based on a study of widely circulated banners and videos online, drawing on Linguistic Landscape studies and discourse analysis, I investigate the discursive strategies employed in rural LL. Moreover, I discuss how the intended/imagined audiences of these multimodal signing practices are disconnected from the changed rural population. These discrepancies will be further examined in light of the online subcultural practices of ‘tuwei culture’. I will argue that much-needed discussion of the actual difficulties that rural officials face is displaced in the online consumption of rural LL.

Loading

Article metrics loading...

/content/journals/10.1075/ll.21032.zho
2022-09-01
2022-12-06
Loading full text...

Full text loading...

References

  1. Adami, E.
    (2020) How to make sense of communication and interaction in a pandemic. Viral Discourse, 7September 2020, retrieved on30 April 2021, fromhttps://viraldiscourse.com/2020/09/07/how-to-make-sense-of-communication-and-interaction-in-a-pandemic/
    [Google Scholar]
  2. Blommaert, J.
    (2005) Discourse: A Critical Introduction. Cambridge: Cambridge University Press. 10.1017/CBO9780511610295
    https://doi.org/10.1017/CBO9780511610295 [Google Scholar]
  3. (2013) Ethnography, Superdiversity and Linguistic Landscapes: Chronicles of Complexity. Bristol: Multilingual Matters. 10.21832/9781783090419
    https://doi.org/10.21832/9781783090419 [Google Scholar]
  4. Bourdieu, P.
    (1984) Distinction. A Social Critique of the Judgement of Taste. London: Routledge & Kegan Paul.
    [Google Scholar]
  5. Dong, H., Zhou, M., Che, D. & Bodomo, A.
    (2020) If the Coronavirus Doesn’t Scare You, the Banners Will – A Case Study of Early COVID-19 Banners. International Journal of Environmental Research and Public Health, 17(9595). 10.3390/ijerph17249595
    https://doi.org/10.3390/ijerph17249595 [Google Scholar]
  6. Jan, G. P.
    (1967) Radio Propaganda in Chinese Villages. Asian Survey, 7 (5), 305–315. 10.2307/2642659
    https://doi.org/10.2307/2642659 [Google Scholar]
  7. Jaworski, A. & Thurlow, C.
    (eds.) (2010) Semiotic Landscapes: Language, Image, Material World. London: Routledge.
    [Google Scholar]
  8. Jones, R.
    (2020) Are discourse analysts ‘essential workers’?Viral Discourse, 10September 2020, retrieved on30 April 2021, fromhttps://viraldiscourse.com/2020/09/10/are-discourse-analysts-essential-workers/
    [Google Scholar]
  9. Li, D.
    (2018) Why are Tuwei videos irresistible? [土味视频为何让我们欲罢不能?] Zhihu. 11October 2018, retrieved on3 July 2021, fromhttps://zhuanlan.zhihu.com/p/46508962
  10. Livia
    Livia (2018) National carnivalesque of Tuwei culture: who has helped whom? [土味文化的全民狂欢,究竟谁成全了谁?] Zhihu. 13June 2018, retrieved on3 July 2021, fromhttps://zhuanlan.zhihu.com/p/38056189
  11. Lou, J. J., Peck, A. & Malinowski, D.
    (this issue). The Linguistic Landscape of Covid-19. Linguistic Landscape. 10.1075/ll.00031.int
    https://doi.org/10.1075/ll.00031.int [Google Scholar]
  12. Mao, Z.
    (1957) On the correct handling of contradictions among the people. Quotations from Mao Tse Tung, retrieved on30 June 2021, fromhttps://www.marxists.org/reference/archive/mao/works/red-book/ch04.htm
    [Google Scholar]
  13. (1962) On the correct handling of contradictions among the people. In: Freemantle, Anne (ed.). Mao Tse-Tung: An Anthology of his Writings. New York: Mentor Books.
    [Google Scholar]
  14. Mei, R.
    (2019) ‘Tuwei culture’ analyzed through the theory of carnivalesque [狂欢理论视域下的“土味文化”]. Journal of News Research, 0(8), 205–206.
    [Google Scholar]
  15. Milak, E.
    (this issue). (Un)masking Seoul: The mask as a static and dynamic semiotic device for renegotiating space. Linguistic Landscape. 10.1075/ll.21029.mil
    https://doi.org/10.1075/ll.21029.mil [Google Scholar]
  16. People’s Daily
    People’s Daily (2020) Look at these banners, then you will understand why we need to rely on the people [看看这几条标语横幅,你就明白为什么要依靠人民群众了]. 30January 2020, Wechat account of People’s Daily.
    [Google Scholar]
  17. People’s Daily
    People’s Daily (1968) Use the invincible Mao Zedong Thought to stab at a handful of class enemies steadily and ruthlessly [用战无不胜的毛泽东思想挂帅 稳准狠地打击一小撮阶级敌人]. 15June 1968, Retrieved on1 September 2021, fromhttps://new.zlck.com/rmrb/news/G2YIIZ9B.html
  18. Scollon, R. & Scollon, S. B. K.
    (2003) Discourses in Place: Language in the Space. London: Continuum. 10.4324/9780203422724
    https://doi.org/10.4324/9780203422724 [Google Scholar]
  19. Seargeant, P. & Giaxoglou, K.
    (2020) Discourse and the linguistic landscape. In: A. De Fina & A. Georgakopoulou, A. (eds.), The Handbook of Discourse Studies (306–326). Cambridge: Cambridge University Press. 10.1017/9781108348195.015
    https://doi.org/10.1017/9781108348195.015 [Google Scholar]
  20. Strange, L.
    (this issue). Covid-19 and public responsibility: A multimodal critical discourse analysis of blaming the public during the UK’s third wave. Linguistic Landscape. 10.1075/ll.21034.str
    https://doi.org/10.1075/ll.21034.str [Google Scholar]
  21. Stroud, C. & Mpendukana, S.
    (2009) Towards a material ethnography of linguistic landscape: Multilingualism, mobility and space in a South African township. Journal of Sociolinguistics, 13, 363–386. 10.1111/j.1467‑9841.2009.00410.x
    https://doi.org/10.1111/j.1467-9841.2009.00410.x [Google Scholar]
  22. Wang, J. & He, Z.
    (2018) A preliminary analysis of the new form of internet subculture – The case of ‘tuwei videos’ [浅析网络亚文化的新形式——以“土味视频”为例]. Journal of News Research, 0(12), 56–57.
    [Google Scholar]
  23. Wang, W.
    (2020) Man uses drone to persuade villagers to wear masks in China. South China Morning Post, 4February 2020, retrieved on10 January, 2022, fromhttps://www.scmp.com/video/china/3048929/man-uses-drone-persuade-villagers-wear-masks-china
    [Google Scholar]
  24. Xinhua News
    Xinhua News (2020) How to overcome the ‘epidemic’ in the rural war? – Report from the front line of epidemic prevention and control in rural Hubei [农村战“疫”如何攻坚?——来⾃湖北农村疫情防控⼀线的报告]. 13February 2020, retrieved on10 January 2022, fromhttps://baijiahao.baidu.com/s?id=1658338319900603526&wfr=spider&for=pc
  25. Yang, P.
    (2019) Power, aesthetics of the ugly and the postmodern: interpreting and reflecting on the internet tuwei culture [赋权、审丑与后现代: 互联⽹⼟味⽂化之解读与反思]. China Youth Studies, 0(3), 24–28.
    [Google Scholar]
  26. Ye, J., Wang, C., Wu, H., He, C., & Liu, J.
    (2013) Internal migration and left-behind populations in China. Journal of Peasant Studies, 40 (6), 1119–1146. 10.1080/03066150.2013.861421
    https://doi.org/10.1080/03066150.2013.861421 [Google Scholar]
  27. Yipianfeixu
    Yipianfeixu (2020) Two kinds of people emerge in rural anti-Covid campaigns, one is lovable, another hateful. [全国抗“疫”,农村出现这两种人,一种可爱一种可恨]. Baidu, 13February 2020, retrieved on10 January 2022, fromhttps://baijiahao.baidu.com/s?id=1658437326941115487&wfr=spider&for=pc
    [Google Scholar]
  28. Wu, H.
    (2021) Cultural Consumption of Tuwei: The Conflicted Lowbrow Appeal of the ‘Rural Flavor’ Video in China. Thesis submitted to Hong Kong Baptist University.
    [Google Scholar]
  29. Zhao, S. & Deng, B.
    (2020) We need more positive language during time of crisis [危难之时更需语言正能量]. 31January 2020, Wechat account of National Institute of Chinese language matters and social development.
    [Google Scholar]
  30. Zhu, H.
    (2020) Urban public signs during a pandemic. Viral Discourse, 7June 2020, retrieved on30 April 2021, fromhttps://viraldiscourse.com/2020/06/07/urban-public-signs-during-a-pandemic/
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/ll.21032.zho
Loading
/content/journals/10.1075/ll.21032.zho
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error